M Advert

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Importance of mobile ads along with various dependency factors by netxcell

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

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

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Advert is OK But why mobile advert

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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

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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

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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

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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)

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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

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2009 TV Print Ad inventory 2000 Radio 2009 2009 4.3times 12 times 1.6times TV Ad inventory outnumbered print and radio by many fold (quantitative)

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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

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Categories 2009 2000 1 Toilet Soap/Beauty 2 2 Cellular Phones 43 3 Social Advert 20 4 A crated Soft Drink 3 5 Shampoos 4 Cellular phone and Social advert spending huge Television

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2009 2000 Airtel Cellular PepsiCo Fair &Lovely Multivitamin Coca cola Vodafone AT &T Direct Service Lifebuoy total Nokia Mobile Phone Sprite Ujjala Liquid blue Brands Television Airtel and Voda top AD spender

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Categories 2009 2000 1 Social Advert 46 2 Cars/Jeeps 5 3 Independent Retailer 15 4 Properties/Real Estates 17 5 Coaching Center/Competitive Exams 11 Print Govt. spending in print is highest

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2009 2000 IIPM Bajaj two wheelers Dept of Income Tax Aiwa Durable Range Maruti Cars Range Sansui Durable Range SBI Akai Durable Range Ministry of Consumer Affairs UTI Brands Print Education, IT, Consumer’s Right most visible

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Categories 2009 2000 1 Cellular Phone Service 4 2 TV Channel Promotions 1 3 Social Advertisements 63 4 Independent Retailers 3 5 Properties/ Real Estates 5 Radio Social Advert hugely popular

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

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Thank You !