With mobiles being the next big thing, what direction is mobile advertising headed towards – Milind Pathak tells us


Camera: Natraj

Video Editor: Anjali

According to the FICCI-KPMG Indian Media and Entertainment –Industry Report 2015, Digital Media has shown remarkable growth in the year 2014. India became the Second largest country in terms of number of internet users. The number of smartphone users has gone up and as a result the digital world is where it’s at now.

The report says that the digital advertising industry grew from INR 30.1 billion in 2013 to INR 43.5 billion in 2014, a growth of 44.5 per cent, driven by a steady growth in ad spends across most digital platforms.

Mobile devices are today the primary digital medium for many consumers which therefore throws open the doors to many possibilities and opportunities for marketers when it comes to reaching such consumers specially in Tier II and Tier III towns.

In this scenario, mobile advertising assumes great significance, says Milind Pathak, COO of Madhouse, a mobile advertising and marketing solutions company.

Speaking on the sidelines of Yourstory’s flagship event, Mobile Sparks, Milind tells us how Mobile is changing the face of advertising in India. The fact that the time spent by a consumer on a mobile is almost 45-50 % of what she/he spends on any medium, clearly indicates where things are headed. He believes it’s just a matter of time when advertising spend starts moving in this direction.

With the mobile revolution charging ahead, Milind also talks to us about some interesting trends to watch out for in the coming months. According to him device ecosystem will be the frontrunners. An area to watch out for is videos and shopping, which he believes will leapfrog in India. The data consumption numbers in India are massive to say the least. According to him apps will be the big thing in mobile and steal the march over mobile web in India.

The mobile ecosystem is a robust one and the challenge for mobile advertisers will be to develop and provide unique and interesting content to the users.


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