Can Mobile Video Commercials Be the Key to the Success of MobileAdvertising in India?
According to the data released by Clk2C.com, a mobile video commercial (MVC) download platform, more than 2.5 lakh mobile video commercials were downloaded from its server by mobile users, pan-India in the last 6 weeks alone. These videos were downloaded predominantly from active 2G data (GPRS) connections.
Clk2C analytics studied MVC campaigns executed for various brands in the last few weeks, and found that consumers used about 720 different handset models from over 40 mobile handset brands to download the 2.5 lakh MVCs. About 78% of MVC downloads happened from Nokia, Samsung and generic Opera/Android based handsets.
Also to be noted, is the fact that usage of mobile videos is growing rapidly and diversifying across a wider target audience. As per the data collected, 50% of MVC downloads happened from low to medium end feature phones, with MRPs starting as low as INR 2,500 and going up to INR 7,000. Another 30% downloads happened from smartphones, costing INR 15,000 or more .This basically points out that it is possible for brands to reach their target audience from a wide section of the society, using MVCs. Few brands exceeded 75,000 MVC downloads within a 4 week period.
“The knowledge of the targeted consumer profile and his preferences holds a key to advertising in the mobile video space. We offer intelligent targeting services to brands to ensure effective communication and ROI on the overall campaign. Moreover, MVC downloads are optimized for every type of handset, thereby giving the best quality video with minimal file size, making the end user experience rich,” said Suresh Kabra, Founder & CEO, Clk2C.com.
Brands can utilize MVC campaigns for multiple purposes like branding, lead generation, promotion of product catalogues, mobile flyers, investor relation presentations, internal and external corporate communication, as invitations for events, etc. An MVC, once downloaded, stays on the most personalized gadget of the consumer, the mobile phone, and can be viewed as many times as desired at one’s own convenience. This offline playback option, anytime and at any place, makes for a great user experience. It acts as a readily available information repository, leads to sharing and increases shelf life and brand recall due to repeated playbacks.
Watch out this space for more updates about the mobile advertising & mobile video commercial space in India.