Clearly, with the growth of internet penetration in a country that skipped the desktop revolution and went straight to mobile, mobile-specific advertising will be dominating the digital advertising space for years to come.
Last year, mCanvas had introduced an outstream video ad format called Streambox. Before that in 2016, Yahoo rolled out Tiles — a mobile advertising format in India. Clearly, with the growth of internet penetration in a country that skipped the desktop revolution and went straight to mobile, mobile-specific advertising will be dominating the digital advertising space for years to come. “In the past two years, we have seen India amongst the top countries when it comes to digital Adex growth. The reason being the growth in mobile subscribers, smartphone users, rural mobile internet users and the growing mobile internet infrastructure,” says Lakshmi Narasimhan, chief growth officer, GroupM South Asia. As per the Dentsu Aegis Network Ad Spend Forecast Report 2017, mobile ad spend is set to account for 43.6% of the $1.1 billion digital ad spend market in India. Mobile is no longer a subset of digital, as it provides richer data points regarding consumer intent, making targeting more relevant. In the years to come, 4G, cheap data and OTT platforms will change the game in the mobile ecosystem.
Hence, in order to target the right audience at the right moment brands need to answer primary questions like which, where, why and how. The answers to these questions are subject to the brand message, performance, reach and users. Here come the various ad formats which brands are opting for. Says Gautam Reghunath, executive vice-president & branch head, Dentsu Webchutney, that inherently since the very beginning of online advertising, display/banner ads are most widely used. The reasons why we use them often are the minimal production cost, options for use of dynamic creative allowing customised messaging, allows users to click and interact with it driving business objectives, abundant ad space for the format.
“Though in the recent times with the advent of cheap data and more capable mobile devices, the next most used format looks to be video,” he adds. Last year, Patanjali used Truecaller on independence day to reach out to a large audience to invoke the spirit of patriotism and economic freedom by encouraging them to adopt made-in-India products. However, many agree that mobile advertising formats even today are still not as evolved as a consumer would like it to be. The one thing we all need to focus on as agencies and clients is using advertising channels that keep user experience as the single most important part of the puzzle.