Mobile Advertising has found one of its strongest footholds
among the audiences in India. Mobile companies and networks have penetrated
even the deep pockets of the rural areas in India. Brands soon realized the
opportunities which the medium could present in terms of audience coverage and hence
the era of Mobile Advertising in India started. Upgrades in telecom technology resulted
in the addition of a variety of other tasks which can be performed with phones,
thereby further increasing the scope of Mobile Advertising.
Mobile Advertising Agencies and their clients jumped at the
opportunities, resulting in the situation that the platform has continuously changed
and frequently too, in the past years. Mobile Advertising began in the form of promotional
text messages and calls to the users. But without the relevant technologies,
there were often no ways of filtering out the recipients to ensure that only
the most relevant audiences were targeted. The ability, to target the appropriate
target group, was one of the best things which happened with the improvement of
technology. And it is only better for the medium that the accuracy of targeting
is getting better and better. With this ability, another important feather, which
was added to the capacities of Mobile Advertising,
is the personalization of the campaigns.
The beginning of mobile internet was another
trendsetting step which resulted in massive changes in the functioning of the Mobile
Advertising platform. With mobile users being hooked on to online videos and
games, in-stream and embedded banner ads have become the order of the day. In
the current scheme of things, a lot of methods like contest hosting,
subscription-based-alerts, Bluetooth ads, etc. are being used to target
audiences straight on their mobiles. If your brand is unknown to the benefits
of the platform, contact a Mobile Advertising Agency to see what it has been missing.
An
important question in Mobile Advertising,
like any form of Advertising, concerns
the tone of the pitch being made for the product. Some say that an
advertisement should be more informative so that the ones who actually need the
product or service would be benefited. That saying, just like many other
traits of advertising, belongs to a past age now. The modern world of
advertising has come to know and accept methods like “ambush advertising” where
masked attacks are launched at the competitors. Mobile Advertising has also seen a change in trend and the Mobile Banners that once enticed at the
most, now also attempt to provoke the user into feeling shame, guilty or threatened.
How
many of you have encountered pop up banners saying something like, “Beware!! 33
viruses detected in your mobile!!”? Did you stop to notice that this happened
only when you performed certain actions like opening an application? No? You
became so concerned that you stopped noticing anything else. The banner has
then fulfilled its primary task. If you have clicked on the same, its purpose
has been fulfilled. This is the latest in the line of Mobile Ads that provoke a reaction in the viewer that would lead him
to click on the link to the website of the advertiser. This style stands in
difference from the traditional Web Banners where the attempts that are made are to entice the user with ad
copies like “Find the cheapest mobile phones here”.
