Mobile is securing a bigger chunk of total ad spend: BuzzCity

Across the mobile platform, Brand campaigns are run largely by FMCG products and mobile phone manufacturers

Neha Saraiya| Delhi | October 17, 2011

According to the third quarterly report from BuzzCity, India steered to a double digit growth in the Mobile Internet space. This is a 30% increase over the last quarter with a total of 9.7 billion ads served to Indian audiences. The advertisers were largely mobile content players with some banks promoting home loan early in the quarter.

Out of the top five markets for mobile advertising, India scores the stop slot along with Indonesia, US, Vietnam and Brazil with more than 1 billion ads per quarter.

Nokia becomes the top phone used for surfing with a 52% share, followed closely by Blackberry   and Samsung at 11% & at 10%.

However variations in individual markets are observed with market share evolving every month.

India had an ad impression served to 9,734,163,020 to an audience base of over 80 million users. The escalating supply of inventory has caused to a low average cost per click, and a recommended bid rate of just US$ 0.02 per click.

Notably, Nokia has maintained a strong foot-hold in the developing markets like India, despite of the global media playing it down. The finish telecom brand grabbed a lion's share of 64.81% for internet access with others including White Box handsets at 11.95%, Samsung at 11.85%, Vodafone at 4.34%, Sony Ericsson at 2.94% and LG at 1.46%.

According to KF Lai, CEO, Buzz City, India is at an interesting stage at this point. “Mobile internet has penetrated about 10% of the 800-850 mn mobile users in the country so far, which represents immense room for growth. A notable shift in mobile advertising is being driven by tier II cities where local advertisers are now reaching their TG via mobile internet. The low bid rates in the market have the potential to grow mobile advertising the way low call rates grew mobile usage in India,” he adds.

The report findings also indicate that although India is a heavily male-dominated market (82%), the sheer size of it gives advertisers reach into a substantial female demographic (18%) of over 14 million unique users. The age group of 20-24 yrs consumes the majority of the mobile content of 49%. This is followed by 25-29 yrs age group with 20%, under 20yrs at 18%, 30-34 yrs at 8% and over 35 at 5%.

Further the study also forecasts the key trends for the fourth quarter of 2011 under which, the eco systems will grow at more sustainable pace with the fermium model to gain momentum. It also suggests publishers to make move to content owners in the Middle East and Thailand as these remains a very high yield markets.

A new breed of 'Mobile only' web surfers along with new devices is emerging fast, influencing the user behaviour. The long term growth map is to grow gradually by adding features and customer engagement at the same time. Also, social networking sites provide an affordable means to brands to promote their brands and interact with consumers.

Neha@BestMediaInfo.com

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