Mobile Advertising - Airtel

More documents

Recommendations

Info

airtel iCreate 2012 APM recently joined Mdigi, a new media organization as the sales head. He had not thought that selling advertising on the mobile was so tough. But he is finding it difficult to meet his targets and is wondering where he and his team have gone wrong. Just yesterday, he had had a long meeting with a leading mobile handset brand, brand N, and he still hasn’t been able to convince them to spend Rs.5 lakh on mobile advertising. And this is a brand that spends at least Rs. 100 crore per annum on television advertising! Why is the mobile handset brand N not willing to spend? What are their concerns? What is holding them back? APM is concerned. Is he following the right selling strategies? Industry Overview: m-advertising The Indian advertising industry is currently pegged at Rs.35000 crores & growing at an average of 10% per annum for the past 5 years. TV and Press have over the last 5 years garnered 40% each of the total advertisement spends. However, the world of advertising is changing at a dizzying pace. New media are transforming advertising and consumer expectations have changed accordingly. There’s a whole new media eco-system which is evolving by the day. Media agencies are building inhouse capabilities or acquiring new outfits to tap into the potential of m-advertising. In this dynamic environment, no communications platform holds more promise than the mobile device. Over the last few years, the mobile space has undergone revolutionary change – faster networks, falling prices of smart-phones, growth in mobile internet, apps & data usage have created a new unique opportunity for advertising. Marketers are beginning to look at this medium as it has the intrinsic advantages of reaching the right audience with the right message. While SMS was the undisputed leader of mobile messaging, recent regulatory changes have curtailed the use of this medium, though it still holds a lot of potential in terms of reaching a wider set of audience (one-to-one marketing), ease-of-use and device agnostic working. On the other hand, more Indians are discovering internet on mobile- search and rich format advertising is all set to explode. Advertising impressions in India are growing at an amazing pace, Inmobi served 17bn impressions last month. Though mobile advertising is still at a nascent stage, the potential is large.
Mobile Ad PIE: Business Overview: Source: IMRB International airtel iCreate 2012 airtel recently stepped in this segment to help brands discover the power of mobile advertising. To deliver an efficient advertising experience to both the end user & the advertiser, airtel has taken pioneering steps by building a state of the art advertising platform which has integrated advertising inventories across platforms such as SMS, MMS, Voice portals, WAP, USSD & DTH. Airtel had two choices to decide the business operations model for mobile advertising. Model 1: In-house management of sales and operations: Would have required building a complete team of sales, media planners, creative, operations team and in-house inventory management. Model 2: Outsourcing the business operations on the well established revenue share model to ensure rapid scalability. airtel chose the latter. A business operations partner was selected on its ability to bring in deep experience of advertising industry and a sound strategic understanding of mobile advertising. The partner deployed resources for sales, ad-platform operations and analytics.
Page 1: Mobile Advertising 2012
Page 5 and 6: Inventories for m-advertising: 1 .S
Page 7: Current Situation: airtel iCreate 2

Mobile Advertising - Airtel

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?