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Programmatic Audio Is Big For Mobile Marketing Campaign

The ever-evolving mobile trends have made marketers understand how the new introductions to the mobile space can bring value to their brands. Moneka Khurana, Country Head, MMA India speaks on making mobile marketing impactful.

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What according to you are the challenges faced by brands when it comes to engagement on different levels especially in a mobile environment?

Unlike other forms of media, mobile serves as the only interactive platform with the capability to communicate with users not only on a two-way basis, but also on a personal level. This means that with mobile, brands have to come up with a marketing strategy specifically tailored to the medium. Internet speed probably poses the biggest challenge in India when it comes to mobile engagement, since page loads play a big part in the mobile engagement. While mobile coverage and 4G is rapidly expanding into rural parts of India, it is not yet a fully matured market; Marketers have a higher chance of engaging a wider audience with sites that load quickly. This is something to keep in mind when uploading assets, especially when it comes to larger files like video.

What are the developments in India’s mobile marketing scene with respect to emerging formats like VR, AR, effective measurement and attribution, and advanced analytics?

The possibilities are immeasurable, and brands that had earlier recognized the opportunities of mobile devices are already investing heavily in it. With mobile ad spend set to rise by a whopping 75 percent this year – accounting for over half of all digital ad spend, it is clear that mobile holds the key to brands’ marketing success. We’ve already seen how AI has improved mobile capabilities – from maps to algorithms that can predict user habits. Alongside the growth of mobile gaming, AR and VR are quickly becoming the next big thing, and brands can tap into this by coming up with creative ways to insert brand and product placements. Studies have also shown that people are happiest when playing mobile games, which further enhances the effectiveness of ads.  

Since there are many touch points for mobile users, measuring success can be a challenge. For example, a mobile user may see an ad on a mobile that contributes to the final purchase, although they may not necessarily complete the process while on mobile. This is why MMA’s Mobile Attribution Think Tank (MATT) was set up, to look into how marketers can more accurately measure attribution through engagement across channels. Using multi-touch attribution (MTA), an analytical method to calculate the probability of a user’s conversion based on its exposure to a combination of marketing activities and user behaviour, attribution can be more accurately measured, and will continue to improve over time.

What trends do you see in mobile innovation?

Indians spend an average of three hours a day on mobile apps. Combined with the growing smartphone user base that is expected to see a 50 percent increase in the next five years, the mobile marketing industry is set to take off in an unprecedented way. At the same time, the Internet has opened many new doors to entrepreneurs and small businesses, which are quickly starting to compete with the big brands. Mobile is the most honest device, since it reflects user habits accurately. For effective mobile marketing, brands need to tailor their content to the mobile user’s realm, not the other way round.

Video is also a powerful tool to reach customers on mobile. Over the past few years, the format of video for mobile has evolved. Just look at Facebook, where videos are fully comprehensible even without sound, due to the re-introduction of captions. Even global newsrooms like AlJazeera have come up with their own style for mobile video consumption, where images are put together as a slideshow and captions are short and catchy for people watching on the go. Instagram’s IGTV is yet another new mobile video innovation that will change the way people perceive video on mobile.

Beyond video, programmatic audio is the number one sub-trend this year, according to MMA’s recent mobile trends report. With more people having access to the mobile device, an increasing number of users in India are enjoying Podcasts. While simple, the power of integrated ads and dynamically inserted ads might be cost-effective ways to reach out to a range of customers on mobile.

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