Impression based campaign to drive digital advertising!

Leading marketers at Internet And Mobile Association of India’s (IAMAI) The Mobile Marketing Summit 2013 were of the opinion that digital advertising will be the key driving communicator in the foreseeable future.  The exponential growth in sales of smart-phone coupled with low internet charges have ensured more people accessing the net from their handheld.  And for marketers, this is captive audience. Speaking at the Summit, Berud Shah, Co Founder & CEO – Webaroo, said, “We need to engage audience in an immersive manner rather than spraying and praying. What is required is filtering of group messages that will enable robust communication.”

With Rich Media on the rise, marketers at the Mobile Marketing Summit clearly advocated adaptability of the medium. According to Harsh Saxena, Head Marketing – Non Voice Services, TATA Teleservices, said, “For rich media to be successful, functionality of handsets, creative messaging and adaption to changing technology are must. Impression based campaign will drive digital advertising.” However, for digital advertisers in rich media, as Milind Pathak, Global Head – One97 Communications, puts it, “Clear need of display is required as it is the biggest problem of the industry. Also there is a requirement of measurability.”

With Digital Advertising in India set to clock INR 3,000 crore by March 2014, marketers are focusing on ROI. While there is no measurability mechanism yet in place, Anuj Kumar, Co Founder & CEO – Affle, feels, “The key factor to drive digital advertising is to ensure app download and installation.”