2 billion are the total number of smart phone users in the world by 2015. How can you reach them? What are the advantages of mobile marketing? What are different types of mobile ads? To know the answers go through the presentation on mobile marketing..

1. Mobile Marketing
Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com© Seema Gupta

2. CONTENTS
 EVOLUTION OF MOBILE MARKETING
 TYPES OF MOBILE ADS
 SWOT ANALYSIS
 MOBILE ECOSYSTEM
 MOBILE AD PLATFORMS
© Seema Gupta

3. Evolution Types of ads SWOT Ecosystem Ad platforms
EVOLUTION OF MOBILE MARKETING
Source: Mobile Advertising -
Emergence of Mobile Private
Exchanges by Vikrant Gandhi
© Seema Gupta

4.  Text ads
They usually have a display size of around 320X50. Usually consist of 3 lines, linking
you to the website of the advertiser.
 Banner ads
These ads consist of images or interactive animation instead of the text. They are
usually rectangular in shape and are found on the top or the sides of a page on
mobile devices.
Evolution Types of ads SWOT Ecosystem Ad platforms
EVOLUTION OF MOBILE MARKETING
© Seema Gupta

5.  Interstitial ads
These ads immediately present rich HTML5 experiences or "web apps" at natural
app transition points such as launch, video pre-roll or game level load.
 Interactive ads
Interactive Video Ads engage the users as they launch apps or click on banners. You
can mix video and audio with touch screen interactivity to engage your mobile
audience.
Evolution Types of ads SWOT Ecosystem Ad platforms
EVOLUTION OF MOBILE MARKETING
© Seema Gupta

6. Evolution Types of ads SWOT Ecosystem Ad platforms
EVOLUTION OF MOBILE MARKETING
 Video ads
Mobile Video Ads appear as banner inside WAP or App, when clicked they present
complete video experience to the user thus raising the engagement experience
manifold.
read in detail
© Seema Gupta

7. Evolution Types of ads SWOT Ecosystem Ad platforms
SWOT ANALYSIS
Strengths
• Personalized and interactive channel
• Provides opportunity of one to one
communication with customer
• Direct access to customer anytime anywhere
same time
• Very high selectivity, because it can be
presented to individuals
• Broader customer reaches with 3.5 billion
mobile subscribers worldwide
• Boom in the Smartphone and internet
capability
Weaknesses
• Not very user friendly mainly because of
screen size, keypad and slow network speed
• Minimal standardization across platforms.
• Outreach to agencies and media –buyers is
limited
• Fate depends upon the mobile network
operator and their effort for faster net speed
• Perception problem, underestimation of the
effectiveness of mobile marketing
© Seema Gupta

8. Evolution Types of ads SWOT Ecosystem Ad platforms
SWOT ANALYSIS
Opportunities
• Provide possibility of mobile loyalty programs
to complement the other marketing efforts
• Effectiveness of mobile marketing is
measurable compare to TV and newspapers
• Mobile marketing subsidizes content and
services for consumers who understand the
benefits
• As publishers are lunching mobile additions
which results into more quality content and
more room for targeted ads
Threats
• Consumer laziness and resistance to change
• Sometimes consumers take mobile marketing
as spamming and do not take is positively
• It creates secrecy related concerns for
consumers
• Legislation to enforce consumer privacy
• Carriers are increasing the delivery fees
© Seema Gupta

9. Evolution Types of ads SWOT Ecosystem Ad platforms
MOBILE ECOSYSTEM
Mobile ecosystem can be defined as a common platform, which
allows a range of devices, such as smartphones, tablets and laptops
to integrate efficiently with each other to share data. An ecosystem
makes the existing infrastructure within a business more mobile
ready granting stakeholders’ easier access to files and ongoing
projects.
© Seema Gupta

10. Evolution SWOT Ad platforms
MOBILE ECOSYSTEM
EcosystemTypes of ads
© Seema Gupta

11. Ad platformsEvolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
1. Publishers
These are the agencies or individual
developers who own the content on
which Advertisements have to be
displayed. It can be Mobile website or
Mobile Apps. E.g. – Dominos, Clear trip
SUPPLY SIDE
© Seema Gupta

12. Evolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
Ad platforms
2. App Developers
Ad platforms are mostly interested in those app developers who design
applications with monetization in the plans. E.g. – Of late Angry birds
started displaying ad banners.
SUPPLY SIDE
© Seema Gupta

13. Evolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
Ad platforms
1. Brand Owners
Brand owners are the companies who want to
advertise/promote using mobile medium. They could directly
be engaging with ad networks or can be engaged via Agencies,
E.g. Dominos, Indigo
DEMAND SIDE
© Seema Gupta

14. Evolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
Ad platforms
2. Agencies
An advertising agency can be a focused niche or mega-agency that can
span from being provider for one medium/one type of promotion to a
full-blown mega agency who can be responsible for all promotion and
PR activities for its clients.
DEMAND SIDE
© Seema Gupta

15. Evolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
Ad platforms
3. Ad Networks
An online advertising network or ad network is a company that connects
advertisers to publishers or web sites that want to host advertisements.
eg- Adiquity, InMobi.
DEMAND SIDE
© Seema Gupta

16. Evolution Types of ads SWOT Ecosystem
MOBILE AD PLATFORM
Ad platforms
4. DSP's
Demand side platforms are the consolidators of inventory that come
from Developers or SSPs (Supply side platforms). They help advertiser to
buy ads. The advantage that they give to advertiser is that it gives better
user profiling, targeted ad impressions and better clarity on who is
viewing their ads.
DEMAND SIDE
© Seema Gupta

17. Thank You
Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com