Transcript Slide 1

Add a
Punch to your
Communication
Strategy
!
16th January
2009
Mobile Ad Conference
add a Punch to your communication strategy
Mobile as a Media has everything
going for it...
• REACH – over 300 million in India
• RESPONSE RATE – over 10% (much better than
other media)
• TARGETABILITY – best direct marketing media to
deliver ads instantly
• MEASURABILITY – each Ad served and response
received can be tracked
Yet, mobile advertising in India attracts but a fraction of the advertiser’s interest —
and an even tinier sliver of his ad budget!
add a Punch to your communication strategy
Where do we stand today ?

Current Mob Ad market size : INR 30 cr

Total Ad market size : INR 20,000 cr

Share of Mob Ad to total Advtg business : 0.15%

Total Telecom market size : INR 100,000 cr

Share of Mob Ad to total telecom business : 0.03%
add a Punch to your communication strategy
Let us visualise a new scenario !

Mobile Ad market size : INR 3000 cr

Total Ad market size : INR 20,000 cr

Share of Mob Ad to total Advtg business : 15%

Total Telecom market size : INR 100,000 cr

Share of Mob Ad to total telecom business : 3%
add a Punch to your communication strategy
What will it take to achieve a 100x growth in mobile
advertising ?

Telecom operators as Publishers will
have to take active interest in
creating “mobile media”– that is
highly targeted, permission based,
non-intrusive, multi-modal and
interactive



Ad networks & technology companies
will have to integrate their platforms
with the operator’s network to convert
their captive telecom traffic into
marketable mobile media
Media agencies will have to
position & package the Mob Ad
units, create the right measurement
& pricing models and ignite the
interest of Advertisers
Brands as Advertisers will have to
allocate budgets for Mob Advtg –
so that there is a business model
for the Mob Ad value chain
Are we
Ready for it ?
Atanu Mandal
ACL Wireless
Mobile Ad Conference
2009