Mobile Advertising has gone from a luxurious investment to a necessary
part of the marketing plans. This has been especially true in the case
of India. As we almost reach the mid of 2014, let us evaluate the trends
that are likely to be dominant in Mobile Advertising in India.
Emails have a higher Open Rate in Mobiles
Promotional emails have always been considered a part of advertising on
the desktop. However, as mobile technology advances, more and more
users prefer to open emails in their mobile phones. Movable Ink’s Q1
2014 report on consumer device states that 66% of the emails were opened
in handheld devices like smartphones and tablets. Since most mobiles
can open emails (even those with graphics), users do not wait to reach
their desktops to check mails. In fact, since the mails can now be read
as and when they arrive, the concept of “checking emails” can be said to
have become obsolete. Thus, Mobile Advertising in India, along with the
world, will become the sole platform for promotional emails.
Viral Videos to Become an Important Medium
Various applications in smartphones allow sharing of media between the
users. In a continuation of Social Media Optimization, advertisers are
now utilizing this platform with viral videos. When the sharing of media
was made free by such applications, it gained huge popularity and it
was only a matter of time before advertisers took notice. Though the
medium is not being fully utilized at the moment, and promotional
aspects are only discreetly entered most of the times, it is not long
before the sharing of viral videos through mobiles becomes a regular
medium of Advertising.
Target Smartphones More than Tablet PCs
Some advertisers have been targeting Tablet PCs (Tabs) separately.
Owing to their bigger screens, Tabs facilitate ads with larger graphics.
However, the buying trends clearly show that smartphones clearly rule
over the Tabs. According to a report by Snapdeal, smartphones form 23%
of all the mobile phones sold. The dominance of smartphones is due to
the fact that most of the smartphones are capable of all the functions
that can be carried out on a Tablet. Smartphones, due to the smaller
sizes, are more convenient to carry than the larger Tablets. Thus, it
would be a good idea to invest more in ads customized for smartphones
than ads made for Tabs.
Single Device for all Purposes of Communication
The mobile phone is increasingly becoming the single device for all
forms of communication for the user. The modern user also uses the
mobile for a range of other purposes like online shopping, paying bills,
etc. The importance of the device is such that it has become an
unfailing medium to reach the user at all times. A notification on the
mobile, a banner on the page the user is reading, etc. are sure to catch
his or her attention. As we proceed into the mid of 2014, we have more
and more audiences who now rarely use the other devices for online
communication and transactions.
Higher Internet Speeds
India is all set to completely embrace the higher speeds of 4G in place
of 3G. This would mean that the heavier banners, which took higher
durations of time to load, will also be loaded instantly. Thus,
full-fledged online ads can also be created for Mobile Advertising
Campaigns.
The Mobile Advertising Platform is known for its
personal touch. With users increasingly using their smartphones for all
their online tasks, this personal touch has also increased in intensity.
2014 continues the precedents shown in the earlier years, thereby
increasing the scope of Mobile Advertising in India.