Due to the pandemic many companies have had a major letdown on seismic shifts in their marketing budgets and mix. Brands took the digital route with the traditional media severely-impacted, they are targeting consumers through their handset devices. It is estimated that 45-55% of the digital advertising budget is now spent on mobile advertising according to a recent report and by 2022 this share will increase to 65-70%. The mobile to hold the center stage is what is hoped by the industry-watchers. Group Director: Commerce of VMLY&R South East Asia and India, Sujay Kar pointed out that mobile advertising is having a huge growth curve
For advertisers’ approach towards Mobile advertising Kar open up on the trends and they have been influenced by 4 factors. FMCG, Auto, B2B, BFSI, and other Businesses embracing digital transformation with many numbers of traditional categories are now being searched and bought online and obtaining a higher output as a result. But for Mobile Advertising this is leading to an inorganic growth curve especially in these categories. The spending on the mobile ad is predicted to rise 38% in India after this year according to the latest New Normal – India and Southeast Asia: 2020 Report by InMobi. The realization of mobile advertising can lead to a far more measurable and effective Return on Spends. From Adtech players some of the most exciting trends are coming in according to Kar who are engaging in Deep learning technologies and sharp Data targeting with the respect to usage or lifestyle or consumption patterns. There is a drastic change in how marketers are looking to spend their budget with 60% planning due to the pandemic to focus on performance-cased campaigns with ROI linkage.
For a leading regional men’s traditional apparel company based in Tamil Nadu, the company has been managing the digital media ad buying. For over 2 decades they have been one of the largest advertisers in the regional space. The brand’s shift to digital was increasing. A concerted effort was done to drive online traffic seeing that the connected users’ primary screen being mobile, using mobile advertising and to their online stores and drive sales. From the ad spend they have got more than 3 times of sales. They said that this is the trend that they will see where all regional and major advertisers continue to compete in this space.
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