Once an alien industry, the AdTech segment is now among the most profitable and lucrative business industries in the Indian ecosystem.
India is going through an era of disruption, and being a part of it, the advertising technology industry is also experiencing a rapid transformation through years now. Once an alien industry, the AdTech segment is now among the most profitable and lucrative business industries in the Indian ecosystem.
The growing focus on digital marketing has resulted in the booming of mobile advertising in India. Every business owner, whether they are new entrants or existing ones look out for ways to advertise the brand that can bring them potential customers along with increased sales.
This is why India is now witnessing many AdTech brands emerging in order to provide new channels and technologies for helping the brands to connect with customers.
In a tete-a-tete with Franchise India, Arun Gupta, CEO and Founder, MoMagic talks about the growing demand for digital and mobile advertising and its further opportunities in India. Excerpts from the interview:
Advertising: An Evergreen Segment in India
Advertising is all about creating good and productive communication with customers from a brand’s point of view. Since technology and digitalization are heavily affecting the Indian business market, brands are now investing more in advertising in order to promote their brands among huge audience residing in our country.
Arun shares, “We are trying to understand the customers through our different advertising tools. It’s all about engaging with the customers. But due to the diverse mentality of our customers, it becomes very difficult to analyze their behavior. That is why we have designed a platform which will help in getting a lot of consumers’ data. Later, we analyze the data and use it for improving the advertising process.”
“Every brand will have a customer and every brand will need a consumer understanding,” adds Arun.
Current Scenario of the Mobile Advertising Industry in India
There is no denying the fact that digital advertising has been in existence since long now. But due to rapid penetration of technologies and innovations being carried forward from the AdTech business owners, the segment has given birth to different digital advertising tools. The mobile advertising industry is one such segment which has just started to gain its pace within the Indian business ecosystem.
“Mobile advertising is a very new concept which is still in its early stage as compared to other digital advertising methods. Though the industry is being penetrated by new brands at a rapid pace, there is still an empty space for a brand that could be considered as a major player in the mobile advertising industry,” explains Arun.
Trends in the Mobile Advertising Industry
Arun expresses, “The mobile advertising industry is prominently dominated by Google and Facebook in India for now. 80 percent of the marketing budget in digital area is given to these platforms. But there is a shift in paradigm happening within the industry. Firstly, the digital marketing budget is rapidly increasing which will serve as a plus point for non Google and Facebook players in the upcoming 5-10 years. Also, India could be welcoming different International mobile advertising firms 5 years down the line from now that will eventually revamp this industry into a preferred destination for investors.”