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From The Mobile Indian
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Mumbai, November 19, 2012
Recently, Star GOLD introduced to Indian viewers a new trend in mobile advertising by using a technology called ‘M-AdCall’ for the Blockbuster premier of the movie Bol Bachchan, wherein the user was offered 1 minute of free talk time for viewing a video advertisement (ad) for 30 seconds.
The new application brings advertising to handsets in a unique way which is sure to radically alter the way customers use their phones and simultaneously increase brand outreach. The dream to show an ad before a call is made is now a reality. M-AdCall allows one to watch a video whenever a number is dialed or a wallpaper or song is downloaded. The videos are of high quality & seamlessly stream over the user’s phone. This suddenly makes the world of mobile advertising a lot more exciting and real.
Star GOLD, the first broadcaster to adopt this technology, built awareness for their premier of Ajay Devgn-Abhishek Bachchan starrer film Bol Bachchan on MTS subscribers through M-AdCall powered by Astute. This technology is currently being offered by MTS and Tata Docomo, but is expected to be adopted by all operators in the near future.
Star GOLD General Manager Hemal Jhaveri said, “Bol Bachchan on M-AdCall was a great way of driving awareness for the Blockbuster Premiere on Star GOLD. The user initiation process coupled with the engagement of this technology is far greater and unique than the unsolicited calls/SMS promotion which is usually the norm.”
Leading mobile marketing company Madhouse India Chief Operating Officer Vinod Thadani says, “Mobile is an exciting, fast-growing category, but it's still a very small piece of the overall ad pie, contributing only about 10% of the digital advertising spends in India. However, with the steep rise in mobile internet users and ever revolutionizing features and applications, this industry holds a huge opportunity for advertisers, and M-AdCall may just be that innovative technology to drive the new era of mobile advertising in India.”
According to the first mobile advertising spend report for India released by the Mobile Marketing Association (MMA) in September 2012, the size of the current spend is estimated at Rs 180 crore, and is expected to increase by 40% in the next 12 months.
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