According to a report by Internet and Mobile Association of India (IAMAI), the number of mobile internet users is likely to touch 165 million by March 2014. After on-demand video services on mobile, young Indians are taking keen interest on mobile TV. The report shows that accessing sports, news, movies etc. through mobile internet has increased three times. A Mobile TV app is the demand of the day.
TV channels identified the trend and started creating mobile TV apps many years ago. But it was not easy back then. Star TV had to face tight competition from the telecom players when it launched the mobile offering. Connectivity was another challenge. ZEE’s Ditto TV partnered with Siemens Information Systems Ltd. to optimize the platform based on the available bandwidth.
However, things have changed a lot. With high speed 3G and 4G networks, accessing rich media files through mobile devices is not difficult. Today’s mobile phones are full with advanced features as well; with larger screen size watching videos on mobile is not a daunting task any more. The success of DigiVive’s mobile TV app nexGTv is exactly a case in point. It is reported that the app crossed 7 million downloads at a rate of 30,000 to 35,000 downloads daily and 45,000 to 50,000 hours of viewing every day.
So, mobile TV observed a great acceptance of late and it would further expand with time. That said, are the advertisers ready to explore this relatively new marketing channel? Big brands can engage with users and create great value for their business by strategically targeting the audience in a measurable and much accurate way by advertising through mobile TV apps.
There are technologies to support the advertisers; for example, the patent technology of Vdopia, an India video ad network. This technology allows advertisers to analyze audience demographics, geo locations and viewing patterns. By delivering video ads with these insights, big brands could reach out to the target customers easily. Filters like operating system, location, channels viewed etc. can help to differentiate the viewers of Tier II and III cities from metro areas.
Like any other digital marketing channels, the advertising cost is lesser compared to traditional media like TV, radio or newspaper. Pay-Per-View basis payment makes it more practical for the advertisers. At the same time, the entire advertising campaign becomes measurable; one can get detailed data as how many people, at what time, from which location, using which handset, operating system and operator and on which channel saw their ad.
Things are much in place; Indian brands need to clinch the opportunity.
Image Courtesy | asia.cnet