IAMAI Mobile Ad Conference – Making The Most Of The Newest New Media

by | posted: January 19, 2009 1 comment


The 3rd panel at IAMAI Mobile Ad conference was Mobile – Making the most of the newest new medium. The panelists were as follows:

Session Moderator
Ravi Kiran, CEO-South East & South Asia & CEO-Specialist Solutions, Asia, Starcom MediaVest Group

Panelists:

  • Takashi Koyanagi, Executive Vice-President, Dentsu Media India
  • Manish Vij, Co Founder & Chief Business Officer, Smile Interactive
  • Shantanu Sirohi, Co founder & Vice President, Interactive Avenues

Shantanu Sirohi  – Interactive avenues gave the following insights:

  • 3G will mature mobile advertising
  • Voice platform is underutilized
  • There will be no mobile internet – it will be full scale web on mobile one day
  • This is the experimentation phase for mobile advertising
  • Sms as a response mechanism has matured

Manish Vij gave a presentation filled with statistics on Indian mobile market:

  • 15 mil GPRS users / 50% active users
  • 52 cr revenue in 2008
  • Growth 60% YoY

Some interesting statements he made:

  • In 2008 marketers experimented with Mobile medium
  • Mobile is giving an opp to entrepreneurs to start companies like the way Ajit Balakrishnan did with Rediff
  • Mobile is not a must do for advertsers – Probably 5-10% of your online budget should go to mobile.
  • Operators are greedy! They shall work with you if you show them revenue. Hence mobile advertising does have a future.

The Discussion followed the presentations:
3G and MVNo’s wll drive mobile ads. Also the spread of wifi will help. Number portability will lower revenues as freedom to choose operator.

On the point of pay for performance marketing being a bane of digital advertising:
Shantanu said – There is no reason to be ashamed of Cost of acquisition way of advertising in internet and mobile. The medium has grown at 40% in 2008 because of this very fact.


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Rajiv Dingra

Rajiv is a prolific blogger who has over 1000 blog posts to his credit at WATBlog. The Founder & CEO of WATMedia our parent company and the Chief Blogger at WATBlog, he has been the driving force of the WAT Evolution. Rajiv does some excellent analysis of the digital media industry in India and often brings out deep insights with his inimitable style of interviewing. Just mail rajiv|at|watblog|dot|com and it will reach him..

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One Response to “IAMAI Mobile Ad Conference – Making The Most Of The Newest New Media”

  1. Reply
    Manjunatha KG
    January 19, 2009 at 10:26 pm #

    Mobile Advertising will grow in emerging countries like India and China, as it is an easier and affordable medium. The advertisers can reach the consumers easily.

    The challenge is an integrated platform, to reach the end customers through multiple online channels, not restricting to mobile alone.

    Mobile advertisement should be restricted to alerts and can’t be used as a rich medium at the moment.

    There are huge opportunities in mobile advertisements, if done properly.

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