Tag: india mobile marketing

India’s mobile ad impression volume has grown by over 200% since 2013.

According to Opera Mediaworks’ State of Mobile Advertising report, since July 2013, India’s mobile ad impression volume has increased by 260%, making the country the most powerful driver in the Asia-Pacific market in this field, and the record growth is largely due to the rise in smartphone users.

Android is, without a doubt, the dominate platform in India.

There has been a huge shift across the country, with Indian consumers advancing from feature phones to smartphones. According to the report, the market is almost completely dominated by Android, which has a 41.7% share compared to iOS’ 0.4%.

The report from Opera Mediaworks learned that social apps and social sites rank as the most popular in terms of usage, which is consistent with the worldwide trend. However, for Indian users in particular, apps, education and gaming sites, and mobile app stores are a close second to the most popular trend.

Simple banner ads are the most common form of mobile advertising used.

Even though the ads that are used the most are common banner advertisements, sophisticated rich media ads are being used more and are finding success. The report found that even though rich media only makes up 3.2% of impression, these ads drive 26.6% of revenue.

Almost half of all ad impression (48.1%) were advertisements for mobile devices and games. That being said, classified ads also made up a significant percentage, with one in five impressions designed for the direct sale of personal transportation, such as bicycles, motorcycles, trucks and cars.

The CEO of Opera Mediaworks, Mahi de Silva, commented that future opportunity was the “biggest trend” that the report identified. The CEO elaborated by saying “Mobile users in India, who have shifted to smartphones, have done so with Android, and we can see that those users are far more interested in categories like News & Information, Arts & Entertainment and Business, Finance & Investing than the India average.”

Among other subjects, the Opera Mediaworks report, which is the leading mobile advertising platform’s first India-focused report, included data on mobile consumption patterns, mobile device adoption, and ad types in the sub-continent.

A study conducted by Yahoo! has shown that Indian consumers have a specific ad preference.

According to a survey by Yahoo!, which was performed in conjunction with the Mindshare online and mobile marketing, and global media services firm, smartphone and tablet owners in India find ads more appealing when they are eye catching in a creative way, when they are informative, and when they feel that they enhance their social position.

The survey, entitled “Getting Mobile Right” also revealed that Indian consumers are keen news consumers.

According to the report on the results of the mobile marketing survey, “Sixty seven percent of the respondents desire ads that allow for creative expression, while 61 percent prefer advertisements that enhances their social standing.” Furthermore, 60 percent of the participants in the survey stated that they have a preference for advertisements that can be shared with family and friends. An additional 58 percent preferred the ads that gave them something interesting to discuss with others.

The mobile marketing research also indicated that both smartphone and tablet users especially enjoy political news.

Though they do enjoy news content, as a whole, it is political news that was revealed as the most interesting to the participants in the mobile marketing study. The survey was conducted throughout July and August and involved 504 respondents who were smartphone users, and 101 who were tablet users. The participants resided in Bangalore, Delhi, and Mumbai.

According to David Jeffs, the head of insights in India and South-East Asia at Yahoo!, “Given the mobile growth in India, the potential for brands to engage with their consumers via smart devices is tremendous.”

The purpose of the mobile marketing study was to gain greater insight into the behavior of smartphone and tablet using consumers. It investigated their content and ad preferences and the ways in which their habits change throughout the length of the day. They also looked into the way that the changes in their behaviors alter the way that their devices are being used and what they are consuming while they use those devices at those different times of day, explained Jeffs.