In-App Advertisements : The new Big Thing

Mobile marketers are turning more attention toward in-app advertising. Currently the in-app ads account for around 5% of mobile ad spending, and that number is only expected to rise over the next few years. Currently the Ad spend is around $87 M which is pegged to grow up to $894M by 2015.

Personally I don't like the advertisements in the apps I use, but one of the reasons in-app ads are taking off is their effectiveness, the majority of the user are able to recall ads at a higher rate than the ads they see while browsing the mobile web.

Well like it or not this is here to stay and to grow.

High Involvement product purchased based on Mobile phone advertisements : Since When ??

Traditionally products involving high involvements are generally purchased after due diligence, but today I read this article on ET ( Most Indians buy cars based on mobile phone advertisements ) and was not entirely convinced by the title of the article.

I recently purchased a car and I do not remember relying on advertisements on my mobile phone or relying on any telle-caller's advice to select a car. The investment was made after multiple website visits, feature comparisons across brands across companies. Which was then followed by the test drive and finally the choice was made. Therefore I am skeptical of the fact that mobile phone advertisement actually contributed to the 30% of sales.

I am not trying to lower down the value of the Mobile phones/ Handheld devices in the field of marketing, In fact I am a firm believer that the next revolution in the science of marketing will come from these handheld devices. The ability to personalize and deliver the product/ services message exactly to the intended audience in a way that he can understand and relate to, really excites me, but will it affect 30% of the sales only time can tell