Vserv.mobi witnesses quantum growth as mobile marketing catches on

Top FMCG companies, led by Unilever, bet big on mobile advertising in South-east Asia and India

BestMediaInfo Bureau | Delhi | January 17, 2014

Vserv.mobi, an award winning mobile advertising exchange, has announced that its client portfolio of advertisers and brands has witnessed a three-fold growth in the Indian and South-east Asian markets over the last one year. With mobile becoming a dominant factor in the media consumption habits of consumers across the region, advertisers are aggressively using Vserv.mobi mobile ad exchange to implement mobile ad campaigns to reach their users effectively.

The availability of interactive rich-media mobile ads is driving the FMCG and retail sectors to adopt mobile advertising. Amongst the frontrunners in exploring new marketing frontiers though the mobile medium is Unilever. With one of the world's widest brand and product portfolio, Unilever continues to utilise the effectiveness of the mobile medium to reach its audience.

Vserv.mobi has been mandated to work on various Unilever campaigns in markets across South-east Asia and India. One of the many successful campaigns executed by Vserv.mobi included a comprehensive mobile campaign for Sunsilk Black in Indonesia targeting young women. The campaign's dual objective was to drive product usage while promoting Sunsilk's range of 'Black' products. A combination of message simplicity, innovative of medium and creativity of the approach led to a click through rate (CTR) of 6.9 per cent for the campaign.

Another notable campaign, this time for the Indian market, was to drive greater engagement for Pond's Gold Radiance day cream, via the mobile medium. Vserv.mobi developed a click-to-expand banner with an embedded video to entice women into clicking to find out more. The campaign was able to generate a phenomenal 1.6 million impressions in just seven days.

As part of this association, Unilever is working with Vserv.mobi across South-east Asia and India with many campaigns active on the network. Speaking about the partnership, Rahul Welde, VP – Media (Asia, Africa, Middle East & Turkey), Unilever, said, “Unilever has consistently been at the forefront of innovative means of consumer engagement. We are driving mobile activation across geographies. It is an exciting journey as we endeavour to engage the next billion consumers. We are glad to partner with Vserv.mobi and leverage their expertise in Asian markets.”

Vikas Gulati, VP, Southeast Asia, Vserv.mobi, said, “We are thrilled and proud to establish this unique marketing partnership with Unilever. The strategic nature of the relationship clearly signals the mainstream stature mobile marketing has achieved. Mobile platforms are favoured by brands to achieve higher levels of engagement with customers across product categories, geographies and demographics. Our constant endeavour is to ensure that we spread campaigns across smart feature phones, smartphones and tablets for maximising ROI for clients. Backed with smart advertising via use of rich media, Unilever brands will garner greater impact and drive engagement from their consumers.”  ”

Talking about previous Unilever campaigns handled by Vserv.mobi, Gulati added, “These campaigns suggest that greater brand awareness, recall and engagement can be achieved by combining consumer insights and constant innovation. As a market leader we will continue to raise the bar and make our contribution to growing the size of the mobile ecosystem.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com