Mobile advertising in India

Abstract

Mobile advertising is a form of advertising via mobile devices (predominantly mobile phones in India). It is a subset of mobile marketing states Wikipedia. The current mobile advertising is enabled through a text message, MMS message, banner on top / bottom of a WAP page, call ins, advertising within mobile games and mobile videos, during mobile TV receipt, full screen interstitials and audio advertisements that can take the form of a jingle being played while connecting a call or a service through mobile. This report will provide details of these tasks, and the progress on them. The tasks remaining towards project submission will include selected primary research, interviews with existing industry operators in the mobile advertising arena and suggesting the potential monetization models that can be applied. We start by describing our interactions with Mr. Umesh Chandra from Nokia, who helped us refine the scope of the project. This will be followed by our findings from secondary research on the modes of mobile advertising that are currently being practiced and the existing ecosystem. The project also includes our key findings from conversations with industry experts from various sections of the ecosystem and our survey amongst mobile owners with a focus on users between the age group of 20-30. Finally, we suggest a monetization model that can be used for the intended application for local search on mobiles.