MOBILE ADS

Integral part of various companies’ communication strategies

Represent the state of art inmobile advertising

BUT

They don’t work!

WHY ??

People don’t like them

4/5 people say that mobile ads are unacceptable

There’s no right side

Ads pop up in unexpected places

The fat finger effect

Many of the taps on an ad are inadvertent

They are balky and Lilliputian

Can barely accommodate 5 words

If ads won’t then

what will?

APPS

Consumers don’t perceive apps as intrusive advertising

They value them for their functionality

Users spend 82% of their mobile minutes with app.

BUT(Again !!)

The marketing real estate on user’s mobile screen is constrained

Then how to SUCCEED ?

Add convenience

Apps function more quickly and smoothly

Customers prefer apps over desktop computers or mobile browsers

Offer unique value

Mobile users don’t want ads; they want apps that deliver unique benefits

Provide social value

Social media apps struggle to monetize their user base through advertising

Offer incentives

Short-term promotions and other incentives to entice customers

Entertain

Smartphone users spend more than 40% of their app time playing games

Apps are not only the most effective way to reach mobile customers

They are also more cost efficient than traditional ad-campaign

“Marketers will get better results by communicating

with consumers in a format that enhances their lives and

offers long term value”

DISCLAIMER

"These slides were created by Kartik Bhargava, as part of an internship done under the guidance of Prof. Sameer Mathur (www.IIMInternship.com)"