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Mobile advertising market in India may grow to Rs 500 crore by 2011

UK-based mobile media innovation firm Affle, which launched SMS 2.0 with Airtel in December 2007, is in talks with GSM and CDMA mobile service providers to extend the platform across their services. SMS 2.0 that enables companies to reach their target audience through mobile media is believed to have already crossed 200 million advertising impressions in the country. It is estimated that current mobile advertising in India is worth Rs 40 crore and is expected to grow to Rs 500 crore by 2011.

UK-based mobile media innovation firm Affle, which launched SMS 2.0 with Airtel in December 2007, is in talks with GSM and CDMA mobile service providers to extend the platform across their services. SMS 2.0 that enables companies to reach their target audience through mobile media is believed to have already crossed 200 million advertising impressions in the country. It is estimated that current mobile advertising in India is worth Rs 40 crore and is expected to grow to Rs 500 crore by 2011.

Anuj Kumar, executive director, South Asia, Affle, claims that SMS 2.0 works out to be much more cost efficient than traditional mass media and internet. “In specific campaign cases, we have seen SMS 2.0 being 60-70 per cent more cost efficient than the internet, which in turn is much more cost-efficient than other mass media,” Anuj Kumar has said.

Vijay Singh, MD, 141 Sercon, adds, “This medium will have the power of changing the rules of engagement. Going forward, I believe, the usage of the cell phone will get subsidised by advertising communication. A consumer would get a lot more ‘free’ time on the mobile service. This will drive the numbers and ensure that the mobile phone becomes a brand’s favoured media option.” [Source: Hindustan Times]

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