Convergence Plus Journal

What are the main reasons why mobile advertising revenue growth in the Asia Pacific is lagging behind the rest of the world?

Some advertisers are choosing to go on a ‘wait and see’ mode and evaluate viability of the mobile space as a non-traditional channel for advertising through best practices and methodologies used by companies.

We at Out There Media believe in the four Ps in conducting effective mobile advertising and marketing campaigns – Penetration, Permission, Privacy and Preference. Marketers have to design their campaigns to suit specific consumers and also give them the choice to decide what kind of advertisements they would like to receive. Also, with consumers given the right to decide whether or not they would like to share specific personal information, they will feel that privacy is provided by the marketer. Lastly, marketers also have to let the consumers decide on what content is most relevant to them so they are able to receive similar future campaigns or advertisements that will benefit them.
What are the key trends envisaged that will drive growth in mobile advertising in the Asia Pacific?

As mobile advertising starts to flourish, consumers in Asia are plagued with another issue – unsolicited mobile advertising. Governments in Asia are aware of this issue and also paying attention to consumer privacy.

At Out There Media, wewant to ensure consumer privacy. Right at the beginning of the campaign, consumers should be prompted to opt-in or out of the program. This provides them the right to decide what kind of information they would like to receive and share with the advertisers, and empowers them to take responsibility for future communication and messages. Since it is a conscious choice on their part, consumers would be more attentive and receptive towards messages they receive, in return churning an increased possibility of action on their end.
What is the mobile advertising outlook for India in comparison to other Asian countries?

With approximately 900 million mobile phone subscribers, India is certainly a booming mobile market, teeming with opportunities. With the support of mobile devices, today’s consumers are more informed and certain of what they want from brands and companies. Mobile advertisers have proven themselves more than eager to meet and exceed expectations, driving 7470 million ad impressions delivered to mobile consumers in the first six months of 2011, an increase of 29 percent from the whole of 2010.

India is an important market for Out There Media and we are committed in partnering with businesses in India and help ensure that they are able to maximize the potential and benefits of mobile advertising as a viable tool to reach their consumers.