India mobile advertising spend shows healthy growth: MMA study

Bangalore, September 12, 2013: The Mobile Advertising Spend Report for India  reveals that  the size of the current spend  is  Rs 3 billion / $ 45 million  and is expected to increase by 43 per cent in the next 12 months. Released by the Mobile Marketing Association (MMA), in partnership with exchange4media,  at the second edition of Mobile Marketing Association Forum (MMAF) this week,  the report  says , mobile advertising is slated to reach Rs. 4.30 billion in 2014. Growth of mobile ad spends is also driven by small and medium businesses (SMBs), a segment which is not being adequately tracked.

According to the report to grow at 43%.Factors that are actively contributing to the growth include availability of wide array of smart phones and tablets across price spectrum. The report is based on extensive research conducted by exchange4mediaand inputs from brands, agencies and the mobile ecosystem in India in September 2013.

Says Rohit Dadwal, Managing Director, MMA, Asia Pacific: “A year ago, we found a disconnect between what the industry felt about the potential of mobile and what brands thought about incorporating mobile as part of their marketing strategy. This has changed dramatically within a short span of time. Marketers today are beginning to invest more and more in  the medium to see how mobile, when placed at the centre of a well integrated campaign, acts as the binding tissue, bringing all aspects of a campaign together.”

Executive summary here