Mobile Advertising Trends in India

How did our 2012 Predictions fare?

DID WE GET IT RIGHT?

All phones will browse, not just Smart Phones.

TREND 1

of all mobile web page views

in 2012 were on Feature phones 52%

52% 34%

10% 4%

Feature phones

Symbian S60

Android

Other smartphones

Source: StatCounter 2012

This indicates the clear domination of feature phones in emerging markets like India and the immense opportunity the feature phone user segment provides to advertisers and developers alike.

Mobile internet users will be twice of PC internet users by the end of 2012

TREND 2

DID WE GET IT RIGHT?

By Mid 2012,

Mobile Pages Views > Desktop

Source: StatCounter 2012

Considering the average page views on a mobile device are lower than that of desktops, it is safe to assume that the share of internet users on mobile will be higher than the share of page views on mobile.

30%

40%

50%

60%

70%

Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12

Share of page views by access point (%) Desktop Mobile

Advertisers will embrace all mobile devices: Feature Phones, Smart Phones and Tablets

TREND 3

DID WE GET IT RIGHT?

Device Specific Campaigns for Varied Objectives

In 2012, we saw a fair number of campaigns on our network which were targeted towards specific types of devices across different regions to achieve varied objectives advertisers have for mobile marketing campaigns

60% campaigns had Feature

phones as one or the

only component

30% campaigns were targeted

to ONLY smartphones

with Wi-Fi & Touch

capability

5% campaigns were

engagement/ acquisition

based ran on tablets

FEATURE PHONES SMART PHONES TABLETS

Source: Vserv.mobi

AD Funded Mobile TV Apps will gain Traction

TREND 4

DID WE GET IT RIGHT?

5 Mobile TV apps in Top-20 entertainment apps list

Mobile TV apps launched in 2012 already have witnessed millions of downloads and feature amongst the top apps list in the entertainment category

nexG TV Live TV

for Android

Indian TV

Live 2G Live TV

TV

Channels

Live

Launch year 2012 2012 2012 2012 2012

Pricing Free Free Free Free Free

Downloads 1MN to 5MN 1MN to 5MN 10K to 50K 500K to 1MN 50K to 100K

Rank in

Entertainment

category 2 10 11 13 17

Source: Google Play, 25th December 2012

The Rise and Rise of the Indie Developer

TREND 5

DID WE GET IT RIGHT?

App Boom Continued to attract Indie Developers

29% 71% Indie-developer

Others

36% 64%

Source: Appcelerator/ IDC Developer Report

Q4 ’11 Q4 ’12

VenkatRamanan Music Mixer 1MN + Downloads Revenue: 32X in 6 months

Hemant Mali 80 apps on Android Play Store Revenue: 11X in 6 months

Digeebird Techno Solutions 30+ apps & games Revenue: 69X in 6 months

And they are doing well too!

Author

Dippak Khurana is the CEO & Co-founder at

Vserv.mobi, a leading Global Mobile Ad Network. He

is responsible for the company’s overall vision,

strategy and execution. As an Internet & Mobile

industry veteran, Dippak has successfully played key

roles in launching India’s first Online newspaper in

1996, India’s first Online Ad Network in 1999, India’s

first SMS Shortcode in 2001 and pioneered many

services on Mobile Internet since 2002.

Dippak

Khurana CEO & Co-Founder,

Vserv.mobi