Admen turn to mobiles as slowdown bites – The Economic Times

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NEW DELHI: The impact of the global recession on ad spends has been negative, but this has meant a push for mobile advertising, with advertisers l
atching on to it like never before. This is because as a medium it is much more measurable than TV or print. “Today, every advertiser wants to know where each dollar is being spent and the result of it. Mobile advertising is more ROI driven,” says Naveen Tewari, CEO of mKhoj, a mobile advertising company.

While a year ago it was considered too new to be used and had the image of being spam, it constitutes 15-20% of a media plan today, says GroupM Media regional mobile director Vinod Thadani. For Affle, which has a tie-up with Airtel for providing SMS2.0, the last three months have been stronger than they had predicted, says executive director (South Asia) Anuj Kumar.

Their revenues have grown 15% month-on-month. Mr Kumar feels a number of advertisers are moving budgets from non-measurable to more measurable advertising mediums like mobile and the Internet.

Mauj Mobile has also seen a huge spurt in enquiries from advertisers who haven’t yet used mobile as a medium, says mobile marketing V-P Saurabh Vartikar. “In the mobile space, you can even work with small budgets of Rs 50,000, which is not possible on TV,” he says. They have been working with companies such as Johnson & Johnson, Warner Bros, Star Movies and Lakme, to name a few, on mobile advertising.