Mobile advertising in India saw tremendous growth in 2017 with estimations of an 85% increase by eMarketer. And with forecasts of a 75% additional increase for 2018, advertisers envision a bright future. However, success depends heavily on their ability to navigate the Advertising landmines that hide below the surface and threaten advertiser’s ROI.
The uptake in mobile advertising in India is largely the result of the increased internet penetration that has been fueled by telecom operators offering competitively priced connections and consumers upgrading to smartphones. Following along those advancement there has been an upswing in mobile entertainment, M-commerce and applications including games, news, utilities and more.
We’ve taken a look at 3 of the top spenders in the market and the issues related to each.
The advertisers who take away the biggest pieces of the pie in 2018 will be focused on 3 things:
*Market Research Engine
So what is being downloaded most in India? Reports show that communication apps are the leader with utilities, games and shopping also occupying top seats.
While all of this points to a market full of opportunity and increased revenues, India is high on the list of fraudulent app installs and high uninstall rates. With 17% of installs coming from bots in the region as well as a 32% fraud click rate according to marketing consultancy Tune, app developers need to take measures to diminish threat.
Online retail in India is estimated to grow over 1,200% to $200 billion (Rs13,30,550 crore) by 2026, up from $15 billion in 2016, according to a recent report by financial services firm Morgan Stanley. Additionally direct response campaigns for gathering databases to increase sales conversions have now become an essential part of the marketing mix for growing businesses.
Although this presents a world of opportunity, there are innumerable factors to consider and technology applications that are must haves for entering the playing field. Campaign objectives affect which traffic sources to buy from, price points, attribution, and optimization strategies. External factors such as competitive pricing/offer, time of day, weather, etc can also affect media buys drastically. Technology to manage all of the factors in real-time is essential for achieving ROIS in this competitive space.
Help in detecting the mines…
Kimia is an online advertising tech group with more than 10 years of experience in mobile advertising. Through niche specific companies, we have applied specific technology and methodology to address the distinct needs and objectives across the online advertising ecosystem.
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