Blog

International Increase in Mobile Potential

Lessons from New Delhi
By Lori Ritchie
3.31.12

Recently, I was fortunate to have the opportunity to accompany our CEO and COO on a business trip to India. Our first stop was AdTech in New Delhi. The AdTech conferences in San Francisco and New York are yearly outings for our team, but this was our first time to the India conference. Not only is AdTech an invaluable networking tool, but we always come away with new insight and knowledge of the latest industry trends. In New Delhi, there were a variety of exhibitors and discussions with focus on social, display, and optimization, but quickly noticed the prominence of mobile. There’s no question that the mobile industry is taking off and advertisers are learning how to incorporate mobile into their digital marketing plans.

One presentation that was particularly interesting discussed the percentage of people living in India that are mobile internet users versus desktop internet users. According to Vu Clip, a mobile video company, 72 million people in India are mobile internet users while only 49 million people access internet via desktop. This same trend is occurring in the U.S. Google reported recently that more people in the US now have an internet capable mobile device than a desktop or laptop computer. Tablets are soaring, too. According to eMarketer, one in three online consumers will be using a tablet device by 2014.

There’s clearly a mobile market, but reaching them on mobile devices isn’t enough. Engaging consumers is the other component. Strategic placements will equate to successful campaigns. Targeting viewers through mobile video ads appears to be an effective approach as mobile video usage is on a quick rise. Mobile Marketer released a study stating that mobile video is anticipated to reach 390 million consumers by 2016. That is an audience that advertisers need to find a way to connect with. It’s an exciting time for our industry as we have the opportunity to help mold the mobile landscape. As mobile consumption continues to skyrocket, it will become crucial for advertisers to find the most effective way to engage this audience.