Mobile adspends to grow 43%

The Mobile Marketing Association (MMA) has estimated the size of the mobile advertising spend in India at Rs 300 crore ($45 million) annually, in a report released on Tuesday.

Adspends are expected to increase by 43 per cent in the next 12 months, the report said.
 It noted that mobile advertising is slated to grow at 43 per cent to reach Rs 430 crore in 2014. Factors that are actively contributing to the growth include availability of a wide array of smartphones and tablets across the price spectrum. The growth of mobile adspends is also driven by small and medium businesses (SMBs), a segment which is not being adequately tracked, the report pointed out. 

“A year ago, we found a disconnect between what the industry felt about the potential of mobile and what brands thought about incorporating mobile as part of their marketing strategy. This has changed dramatically within a short span of time. Marketers today are beginning to invest more and more in the medium to see how mobile, when placed at the centre of a well-integrated campaign, acts as the binding tissue, bringing all aspects of a campaign together,” said Rohit Dadwal, managing director, MMA, Asia Pacific. 

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