Mobile advertising is all set to take a quantum leap in India in the next two years, says a research report by MoMagic Technologies.
The ‘Disrupting Mobile Ad Tech in India- Delivering User Experience’ report brings forward insights on how currently the mobile adtech ecosystem is being viewed by the marketers and their take for 2019.
The research report is based on a sample survey of 70 digital marketing heads of brands, including digital planners from media agencies.
The report said that user experience for mobile ads will be a key factor in driving the growth of mobile advertising in India.
According to the report released by the company on Tuesday, 84% respondents stated a leap in their budgets for mobile ad spends in the past two years. The survey also indicated that for over 10% of the respondents, ad spends on mobile has remained the same.
MoMagic Technologies is an AI (Artificial Intelligence) and data-driven technology company in AdTech, offering customised MCRM and innovative Mobile Marketing solutions.
The report based on secondary and primary research indicates a healthy trend on the growth of mobile as a medium for marketing and advertising, the preferred digital marketing channel in the near future in India.
“Mobile advertising in India is all set to take a quantum jump in the next two years, with more and more Indians moving to consuming content, especially videos, on their mobile phones. With mobile data prices in India being the lowest in the world, advertisers and marketers have changed their strategy to get quantifiable results with deep user insight,” Arun Gupta, CEO and Founder, MoMagic Technologies said.
The survey also brought to the fore the fact that for 64% of the respondents, mobile advertising as part of the digital ad spends is still below 50%. Only 23% of the respondents said that their mobile ad spend as part of the digital ad spend was more than 50%.
One of the key aspects that will further drive mobile advertising will be the user experience (UX) for the mobile ads. Balancing advertising ROI while ensuring a superior user experience, that builds brand loyalty, has been a major challenge for advertisers and publishers.
As the mobile ad ecosystem gains more prominence and increasingly becomes a necessity, it is inevitable and imminent that the conversations will evolve from ad performance to user experience.
In the survey, when mobile ads were compared to other digital channels, 53% respondents believe that mobile ads are more effective in reaching the right target audience. Also, more importantly, majority of the respondents (about 36%) also believe that given the interactive nature of the mobile ads (which enhance the entire user experience), they drive a higher level of engagement.
But we all know that mobile ads can be very pesky sometimes. An important aspect of the research report implies that mobile ads in their current shape and form ruin the user experience (UX) and push the customers away. Videos that play automatically, pop-ups that are intrusive, oversized and irrelevant banners impact the brand image.
According to the survey, the two biggest challenges being faced by the publishers and advertisers are effective user targeting and knowing the pulse of users.
Indian advertising stakeholders, too, have realised the importance of UX and are experimenting with newer ad formats and content types. Majority of the respondents are open to, and are increasingly adopting, newer ad formats like content gamification, splash ads, video and other immersive formats.
A positive trend that emerged out of the survey is that the entire ecosystem is becoming aware of, and is keeping the user experience at the core, while designing their marketing campaigns.