Mobile
is now no longer a device just for calling and messaging, it has
turned into a lifestyle gadget. It offers multiple facilities to
daily life activities like shopping, daily service and mostly to grab
information from the web sphere. India has grown as the world’s
second and the largest in Asia Pacific in terms of Smart phone users.
A market study has posed that by 2020, internet users over mobile in
India will reach 600 million. The emergence of technology like 4G and
the competitive pricing model of internet data are primary drivers of
this growth. Against the backdrop of a vibrant market as such;
companies, businesses and basically, marketers are beginning to
realize the potential of mobile marketing and primarily, mobile advertising.
Market
research firm, eMarketer has posed that mobile ad market will reach
the USD 100 billion mark in the year 2016. Furthermore, the impetus
will be strong as advertisers will be spending more in the year
compared to the previous one. The research firm has posed the amount
of USD 350 billion as the amount to be spent on tablets and
smartphones in India. It is should be noted that the market rose
exponentially since 2013, when its valuation was only USD 26 billion.
In
the market landscape, mobile video ads are gaining a new traction.
Video ads have been a disruption in the marketing landscape since
before. The emergence of mobile marketing has impacted on its growth
massively. The Ericsson Mobility Report quoted in 2015 that mobile
video will grow at around 55% annually till 2020. It has also
highlighted that 60% of mobile traffic would be catered via video
ads. App advertisement is going to reach a new level. It would be
primarily the effect of emergence of a new generation app only
services like Hotstar, which hit the market with a bang.
The
rise of e commerce is also a factor to drive mobile ads in India. E
Commerce companies are now focusing straight on the mobile strategy
as users are reportedly spending more time on mobile devices. A
market study by Deloitte has predicted that by 2020, growth of m
commerce would drive 15-20% of growth in mobile ad expenditure in the
total spends in media industry.
Aided
with fast internet, people are now turning on to mobile internet for
online video streaming. The trend initiated in markers like the US, a
couple of years back, but it is now just budding in India. As the
consumer base has been evolving with technology and services,
marketers are foraying into mobile marketing technology to reap the
best advantage of the market scenario. This is pushing advertisers
towards mobile advertisement, which is now an accepted strategy for
success in online marketing campaigns.
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