Mobile Advertising - Airtel

Inventories for m-advertising:
1 .SMS
airtel iCreate 2012
While recent regulatory framework has curtailed the use of this medium SMS still remains a
very potent tool in the hands of marketers. The potential to use SMS to download apps,
discover mobile wap sites or to serve mobile coupons is what airtel propagates to brands.
2. WAP
This is an area where most brands want to make a connection with the young audience.
There is now a greater emphasis on mobile sites, branded apps and mobile games. With
millions of mobile apps being downloaded every year of which 90% are free, increasingly
consumers are finding value in these for infotainment, travel related activities, shopping etc.
While airtel serves advertising on its own wap portal (airtel-live), monetization of
impressions on apps, games, mobile sites are currently controlled by the publisher
themselves or aggregators such as AdMob, Inmobi, Vserve.
3. Voice Solutions:
The limitations of mass media are brought in sharp focus in illiterate, media dark areas of
rural India. Mobile with a penetration of more than 51% is the largest medium. TV’s
penetration is just 34%. The opportunity to offer voice based advertising solutions is vast.
airtel is monetizing its own IVR services & out bound dialers (OBD’s) to reach out to rural
areas.
4. Audio Visual content
Mobile advertising inventories like MMS thrive amongst consumers but find few takers
within the advertising industry.
5. Mass Reach inventory
airtel has started deploying advertising solutions on End-of-Call-notification, that all prepaid
customers receive post making a call. This inventory has the potential to build rapid
awareness & massive reach in a short span of time.
6. Location Based targeting
airtel is deploying solutions which use location based targeting for highly contextual and
hence effective campaigns.