As smartphone ownership and mobile data usage grow in India, mobile ad spends are projected to grow by 63% in 2018 to reach Rs 3,635 crore. In this scenario, can marketers build brands solely on the mobile platform?
![The ₹5000cr Mobile Marketing Opportunity](https://magarticles.magzter.com/articles/13084/317328/5c0e6ad85a5fb/The-5000cr-Mobile-Marketing-Opportunity.jpg)
For most people, it’s the first thing you look at when you wake up and the last thing you check before you go to sleep. It’s your constant companion and guide. From news and social media, to paying bills and operating bank accounts, to ordering food and groceries, buying clothes and books, watching movies and shows on OTT platforms in the language of your choice and much more – everything can be done within minutes, sitting right where you are, with just a few taps on the mobile phone. And this is no longer restricted to just the urban populace living the ‘fast’ life in the metros.
Indeed, as Rajan Anandan, Vice President, Google India and South East Asia noted at an event in Mumbai recently, there has been a 4x growth in rural Internet users since 2012 and of the 390-odd million Internet users in India, 330 million (around 80%) access the Internet on their mobiles. This number is expected to grow to 500 million by 2020. In fact, he pointed out that regional language Internet users in India (234 million) have already overtaken the number of English language users (175 million), and are expected to account for nearly 75% of India’s Internet user base by 2021. Yet another report by eMarketer reveals that smartphone users in India account for 337 million, growing at 16% year-on-year, with a 75% growth witnessed in the last three years.
No doubt then, in the world’s fastest growing Internet and smartphone market, where users spend an average of 4.5 hours a day on their mobile (according to a report by Kantar IMRB), mobile marketing presents a lucrative, cost-effective, interactive, and measurable option for brands to reach both urban and rural consumers anywhere, anytime. As per the exchange4media Mobile Ad Spends report 2018, mobile ad spends are estimated to grow by 63% in 2018 to reach Rs 3,635 crore, with a projected growth rate of 50-55% in 2019.
This story is from the December 2, 2018 edition of IMPACT.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the December 2, 2018 edition of IMPACT.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
![Masstige Above Prestige](https://reseuro.magzter.com/100x125/articles/13084/287157/5b3234fd21c2d/crp_MASSTIGE-ABOVE-PRESTIGE.jpg)
Masstige Above Prestige
Nirvana may lie in the middle, after all
![‘Don't Stop, Keep Running'](https://reseuro.magzter.com/100x125/articles/13084/287157/5b32360cc72b4/crp_DONT-STOP-KEEP-RUNNING.jpg)
‘Don't Stop, Keep Running'
Piyush and Prasoon Pandey hold the flag of Indian creativity high as they receive the prestigious Lion of St Mark award at Cannes
![It's A Win-Win @ Cannes](https://reseuro.magzter.com/100x125/articles/13084/287157/5b3238f8328fd/crp_Its-A-Win-Win-Cannes.jpg)
It's A Win-Win @ Cannes
Lion of St Mark for Piyush and Prasoon Pandey, Grand Prix in Creative Effectiveness for Ogilvy India, Grand Prix for Good (Health) for TBWA\India and Gold Lions for FCB India and McCann Worldgroup make it a big win year for India, despite the metal tally being 21
![Charting A New Course For BTVI](https://reseuro.magzter.com/100x125/articles/13084/274520/5ad46000c3463/crp_Charting-A-New-Course-For-BTVI.jpg)
Charting A New Course For BTVI
Four name changes as well as some leadership changes in a decade have only served to strengthen BTVI. Megha Tata, Chief Operating Officer, BTVI tells us about overcoming the multiple challenges and achieving higher viewership share, while shedding light on the journey ahead
!['Programmatic Is The Fastest Growing Segment In Advertising'](https://reseuro.magzter.com/100x125/articles/13084/274520/5ad4615227284/crp_Programmatic-Is-The-Fastest-Growing-Segment-In-Advertising.jpg)
'Programmatic Is The Fastest Growing Segment In Advertising'
Rajeev Goel co-founded PubMatic in 2006 based on the belief that publishers are under-served from a technology and services perspective. PubMatic now offers leading omnichannel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers. On a short visit to India, Goel spoke about the rise of programmatic in India and how PubMatic is adding value to publishers with its innovative offerings
![A Giddy Guide To Much Loved Indian ADS](https://reseuro.magzter.com/100x125/articles/13084/274520/5ad46329be61d/crp_A-Giddy-Guide-To-Much-Loved-Indian-ADS.jpg)
A Giddy Guide To Much Loved Indian ADS
In her new book, Stark Raving Ad: A Giddy Guide To Indian Ads You Love (Or Hate), author Ritu Singh regales us with some of the most iconic ad stories that have played a significant role in each of our lives; regardless of whether we loved or hated them. Here is an exclusive extract from the book, which captures the story behind one such widely popular ad.
!['My Game Of Badminton Brings Out The Best In Me'](https://reseuro.magzter.com/100x125/articles/13084/274520/5ad46554e9500/crp_My-Game-Of-Badminton-Brings-Out-The-Best-In-Me.jpg)
'My Game Of Badminton Brings Out The Best In Me'
Ashish Srivastava firmly believes that the key ingredient to doing anything well is passion. This is why his fitness routine revolves around one of his biggest passions – badminton. An ardent badminton player, Srivastava tells us how the sport has helped bring out the best in him, while also being an effective stress buster
![Mondelez Hits A Sweet Spot With New R&d Hub @Thane](https://reseuro.magzter.com/100x125/articles/13084/312316/5be92bfae5930/crp_Mondelez-Hits-A-Sweet-Spot-With-New-Rd-Hub-Thane.jpg)
Mondelez Hits A Sweet Spot With New R&d Hub @Thane
Set up with an investment of $15 million, the global Research, Development and Quality Technical centre is the 10th such facility across the world for the company, and the first in India.
![The ₹ 5,000 Crore Opportunity For OTT](https://reseuro.magzter.com/100x125/articles/13084/291100/5b56afd13a2c9/crp_The-5000-Crore-Opportunity-For-Ott.jpg)
The ₹ 5,000 Crore Opportunity For OTT
ORIGINAL CONTENT SET TO BE KEY GROWTH DRIVER FOR INDIAN OTT INDUSTRY, PROJECTED TO REACH ₹ 5,595 CRORE IN REVENUES BY 2022, ACCORDING TO PWC REPORT
![Be Authentic While Telling Stories...](https://reseuro.magzter.com/100x125/articles/13084/291100/5b56b71da4f72/crp_Be-Authentic-While-Telling-Stories.jpg)
Be Authentic While Telling Stories...
These are some of the most common questions I face when I introduce myself as the head of content for Vice India.