M Advert

Slide 1: 

Indian Advertising market 25,000 Cr How much NEW Media Ad?

Slide 2: 

New Media Ad is about just 1% of total Advert market.

Slide 3: 

Advert is OK But why mobile advert

Slide 4: 

It is very similar to TV(audio-visual) advert with the added capacity to overcome time and space barrier. It is highly interactive and inter-connective M Advert is important because

Slide 5: 

Small screen size and low speaker fidelity mobile advert is different Mobile phone is an ultimate form of opt in medium And that is why you have a demon called DND Cross promotion not permitted by operators unlike TV industry. Individual in built advert mechanism eats away a chunk of revenue potential(mobile advert market will be deprived of operator’s AD budget) But mobile space is far more superior to TV space in terms of business intelligence. Publisher (operator) is going to play a major role (data mining) But it comes with certain riders

Slide 6: 

Access to 3G ( better bandwidth) Handset price and availability 3G tariff Ease of usage Agency understanding Advertiser understanding kind of Ad inventory Advert term (banner, tag, game) Publisher (operator) is going to play a major role (data mining) Receptiveness and adoption of mobile as advert tool by subscribers Mobile subscribers demography. Quality M Advert depends on the following direct factors

Slide 7: 

Quality M Advert depends on the following indirect factors Economy growth rate Change in consumption pattern Change of priority in social message dissemination by Govt. Rural India needs to be addressed differently Product/service innovation (telecom Space) Other Govt. Regulation (lottery AD)

Slide 8: 

Not discussing future forecast Only drawing a corollary from the past as to what had happened to similar type of advert channels Not in a judgmental mode

Slide 9: 

TV Ad inventory outnumbered print and radio by many fold (quantitative)

Slide 10: 

M Advert has substantial potential A good assumption

One needs to consider qualitative shift in AD content : 

One needs to consider qualitative shift in AD content Incidentally there had been also a huge qualitative shift in AD inventory for TV, Print and Radio with change of time from 2000 to 2009

Slide 12: 

Categories Cellular phone and Social advert spending huge Television

Slide 13: 

Brands Television Airtel and Voda top AD spender

Slide 14: 

Categories Print Govt. spending in print is highest

Slide 15: 

Brands Print Education, IT, Consumer’s Right most visible

Slide 16: 

Categories Radio Social Advert hugely popular

Slide 17: 

Lot of contextual study required To understand what kind of AD inventory (content and context) will work for mobile subscribers in INDIA

Slide 18: 

Thank You !