brand wagon 31 january 2012 1
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8/2/2019 Brand Wagon 31 January 2012 1
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Payal Khandelwal
KERALATourism uses
an iPhone and iPad
advertising cam-
paign to promote the
state as one of the top
tourist destinations in the world.It
uses AdMobs interactive video
ads on iPhone and click-to-play ads
on iPad to drive viewership for the
new video.It has also built a social
connect in the campaign through
clickable action buttons that
are linked directly to Kerala
Tourisms Facebook, Twitter andYoutube pages.
Rich media advertising on
smartphones was an obvious
choice when General Motors was
targetting its new Chevrolet Cruze
at men in the 35-45 years age group
last year.So the auto major ran rich
media video ads across the InMobi
network targeted at high-end video
enabled devices. Display banner
ads were also used in order to ex-
tend the reach of the campaign.
The brand saw increased levels of
engagement from the incorpora-
tion of video into the campaign.
Just before popular TV show
MTV Roadies 8 debuted early last
year, MTVs marketing team
launched a marketing campaign
on Google AdMob to generate on-
line excitement among their core
target audience of young smart-
phone-wielding males and females
with a predilection for reality TV.
The marketers created compelling
banner ads that appeared across
screens of a variety of download-
able apps. Users who clicked
through to the mobile-optimized
Roadies website could either view
show previews, download special
content, or participate in a rele-
vant contest with goodies and
vouchers.Around 2.5 lakh cellular
users clicked through to the Road-
ies site and 80% of those, almost
200,000,then took the time to down-
load show content or play different
contests.
A first-ever advertising cam-
paign for Dominos Pizza was
flagged off last year where poten-
tial consumers within 5 km of the
176 participating Dominos Pizza
outlets were actually given naviga-
tion instructionsevery step of
the way,on the shortest route to the
nearest Dominos outlet on their
high-end Nokia smartphones.The
banner ad placed by Navteq Media
Solutions within a bookmarked
section of premium Nokia portal,
Ovi ServicesWeather, Events,
Lonely Planet and Here & Now saw
22.6% of customers clicking to map
to reach the outlet, while 10.8%
chose to call the nearest Dominos
outlet for home delivery options
and 8% sought more information
at the pizza chains website.
India is one of the few countries
where an entire generation has
skipped the personal computer
and has directly moved onto using
internet on their mobile phones.
So the mobile phone is a medium
that cannot be ignored by mar-keters for the sheer factor of its
ubiquity in the country. And thus
not surprisingly,India is by far the
largest mobile advertising market
in the Asia-Pacific region, with
over 6.5 billion advertising im-
pressions served monthly, even
while being categorised largely as
an advanced phone market. The
Indian market is dominated by
two playersGoogles Admob and
InMobi,and there are more ad net-
works waiting in the wings. Ac-
cording to Admob, there are 70
million mobile internet users
from India in 2011.InMobi serves
about 7 billion ad impressions
every month.
The medium is clearly growing.
However, are marketers doing
enough to leverage it fully? Experts
feel that marketers are now
finally waking up and smelling the
coffee and thus the focus on this
medium is quite recent. Says
Abhay Doshi, senior director,
product development and mar-
keting, Flytxt (a mobile adver-
tising company), Marketers
have just started realising the
importance ofthis medium.It is
a requirement from every brand
but they still dont know what to do
exactly. However, awareness has
started for sure.Adds Raj Menon,
director, Games2win, Like in all
markets, there are few early
movers/adaptors who are willing to
experiment in a new market and
there are many traditional compa-
nies who are process driven and will
only commit money based on facts
and figures.The good news is that
consumers are evolving continu-
ously (thanks to the advent of smart-
phones and 3G), thus forcing
marketers to evolve their marketing
strategies too.
According to Saugata Bagchi,
vice-president,Tribal DDB Mudra,
India is seeing a base of more
mature m-consumers, with the ur-
ban population showing an inter-
esting consumption pattern,
increasingly characterized by re-
duced tolerance in terms of page
opening time and quality/richness
of content owing to 3G.
He, however, adds that it is diffi-cult to say whether enough is being
done to tap the potential of this
channel as this has been a classic
case of earn while you learn for
the advertisers while in the ear-
ly days of mobile advertising,
the content was intrusive and
unsolicited; advertisers today
realise that urban consumers
are happy to receive commer-
cial messages on their
phones, as long as it is
perceived as a value ad-
dition, in terms of ser-
vices or other benefits, while the
rural mobile consumer currently
seems receptive to all kinds of mes-
saging as long as it is deemed inter-
esting by her.
As smartphones get ubiquitous in India and more consumersaccess the net via the mobile, advertisers are turning their gaze tomobile marketing to extend the reach of their ad campaigns and
directly engage with their target audience
TUESDAY| JANUARY 31, 2012
THE FINANCIAL EXPRESS
Financial services brands havea much tougher time
bonding with customers
PAGE 3
F I R S T S T O P F O R M A R K E T I N G , A D V E R T I S I N G A N D M E D I A
The Kotak ad is an exampleof a great idea executed with
simplicity and humour
PAGE 4
A H M E D A B A D B A N G A L O R E C H A N D I G A R H C H E N N A I H Y D E R A B A D K O C H I K O L K A T A L U C K N O W M U M B A I N E W D E L H I P U N E
NOWPLAYINGONYOURMOBILE
MOBILE AS A MEDIUM
CLEARLY OFFERS QUITEA FEW UNIQUEADVANTAGES, THEMOST IMPORTANT ONESBEING INTERACTIVITY,INTEGRATION WITHTHE WEB AND ITSEXPLOSIVE GROWTH
Continued on Page 2
For digital advertising to work,it is imperative to set right
objectives, says Sudha Natrajan
PAGE 4