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Mobile advertising spends in India stand at Rs 180 crore: Report

According to the estimates of the first
Mobile Advertising Spend Report for India by The MMA (Mobile Marketing
Association), in partnership with exchange4media, size of the current spend at
Rs 180 crore (US$33 million) and mobile advertising is 10 per cent of the
overall digital advertising spends in India. The report further states that mobile
spends are expected to increase by 40 per cent in the next 12 months.

According to the estimates of the first
Mobile Advertising Spend Report for India by The MMA (Mobile Marketing
Association), in partnership with exchange4media, size of the current spend at
Rs 180 crore (US$33 million) and mobile advertising is 10 per cent of the
overall digital advertising spends in India. The report further states that mobile
spends are expected to increase by 40 per cent in the next 12 months.

Display, search and SMS (measured and
opt-in) are the key drivers contributing to mobile advertising spends in India,
and will help drive the growth of the medium and ad spends to Rs 250 crore
(US$50 million) in 2013. The report further elaborates how for many large
advertisers, digital still is 10 per cent to 25 per cent of their overall ad
budgets in India.

The MMA believes many advertisers are yet
not exploring the medium at all bringing the overall digital spends in India at
five to seven per cent of the overall advertising pie in India, which is pegged
at Rs 27,000 crore to Rs 28,000 crore (US$5 billion toUS$5.1billion), according
industry estimates. The report is based extensive research conducted by
exchange4media and inputs from brands, agencies and the mobile ecosystem in
India in September 2012.

“Mobile is an exciting, fast-growing
category, but it’s still a very small piece of the overall ad pie. Mobile
advertising is growing at a fast pace and will soon challenge other channels.
Growth of ad spends, and the constant evolution of mobile, will make it a
stand-alone medium that will act as a connecting tissue for traditional media
which is what we have discovered while doing our research in the Indian market
on mobile advertising,” said Rohit Dadwal, Managing Director, MMA, Asia Pacific.

Annurag Batra, Chairman and Editor-in-Chief,
exchange4media Group said “A report of this nature was an absolute must for a
dynamic market like India. We feel that one of the first challenges that mobile
faces in becoming a marketing medium to reckon with, is the absence of a widely
accepted metric that can gauge how the medium has delivered for those who have
invested in it, and become a currency. Mobile advertising will soon be a leg of
mobile marketing in India that, courtesy the intense work of the service
providers and the burgeoning players of the mobile ecosystem in India, will see
many facets including value added services, promotions on mobile, apps as a
medium in itself and much, much more.”

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