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Tata DOCOMO starts Facebook News feed and Mobile ads

Tata DOCOMO’s brand page is managed by full service digital agency Interface Business Solutions

BestMediaInfo Bureau | Delhi | June 19, 2012

Tata DOCOMO, leader in innovation and social media ever since the brand was launched, keeping its tradition alive, has become one of the first Indian brands to start the much talked about and anticipated Facebook mobile ads and Facebook News Feed Ads. Tata DOCOMO’s brand page is managed by Interface Business Solutions, one of India’s leading independent full service digital agency.

The newsfeed ads were undertaken with the objective of reaching a wider audience and increasing campaign performance. The performance of Facebook market place ads have been under pressure, with user fatigue and excessive competition, News feed can provide a high engagement channel for advertising as the ads sit right inside the users news feed and cannot be missed. With the number of Facebook users who accesses it through a mobile device rising; it is now possible to expose advertising communication to Facebook users on mobile as well.

Sabyasachi Mitter, MD Interface Business Solutions, the 360 digital agency of Tata DOCOMO confirmed the news. “We have started the mobile and news feed ads as soon as it was made available and the initial response has been fascinating. CTR’s are 10 times better than Marketplace (Stamp) ads while the CPC’s and CPF’s are about the same.

It may be noted that, post the IPO of Facebook recently, there has been wide spread concern of its (lack of) a mobile monetization model. With almost 40% of users accessing Facebook from mobile it was critical that Facebook opened up for Mobile ads.

Sabyasachi further said, “There have been concerns at the agency on how to maximise advertising reach on Facebook especially on mobile, the new ad formats are a great initiative from Facebook and will renew interest among many advertisers. Following Tata DOCOMO we have already started mobile campaigns for our other clients like Panasonic, Viacom 18, SBI Cards, Bingo!, Minto Gol, NDTV Goodtimes, Kingfisher and Heineken among others.”

Praveen Gupta, Head Internet marketing & E-commerce, Tata DOCOMO said, “Tata DOCOMO believes in finding new and more efficient ways to connect with the Facebook audience. The newly launched Mobile and news feed ads have given us just the right platform to plan more innovative engagement and content marketing strategies on the Facebook platform. We also believe that with Facebook capping the number of ads that will be shown to users in their news feed it would not cause much dissonance with the community. We are continuously monitoring the performance and as of now are very happy with what is being delivered”

Interestingly it seems that Facebook may have rushed to market with the mobile and news feed ads as there is no way to launch such ads from the web based Facebook ad console. The agency needs expertise in using the Facebook advertising API to create optimal mobile and news feed ads. Facebook has further informed us that it is also adding new reporting functionality, allowing clients to measure their position in news feed.

Interface Business Solutions has been a pioneer in digital media advertising and was the first agency to launch Twitter ads in India. It has continued with this leadership position with the launch of Facebook mobile and News Feed ads for its clients.


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