Online advertising network Ozone Media has forayed into mobile advertising with a tie up with Times Internet Limited as its exclusive sales partner for IPL 2012 on WAP, Android and BlackBerry platforms. The network will offer 360 degree solutions to brands in the mobile space, including development of content (app development, creating mobile destinations for brands) and support with the mobile ad-network on performance-driven campaigns.
The targeting capabilities of the network can be tuned to various platforms such as iOS, Symbian, Android, Windows, network operators, handset manufacturers, location specific, mobile WAP site/apps, and in touch screen and video streaming. The offerings value chain will also identify the right audience, markets and budgets, plan the campaign to reach the identified audience, monitor for optimisation and post-delivery analysis.
"The challenge is to develop the market and set a growth momentum. While there is increasing demand, the advertising fraternity requires hand-holding for best utilisation of the mobile medium," says Sanjay Vasudeva, senior vice-president, sales, Ozone Media.
Mobile advertising currently accounts for a small share of the market, at INR 1 billion in 2011. It is expected to grow significantly over the coming years to an estimated INR 7.6 billion in 2016, according to FICCI-KPMG Indian Media and Entertainment Industry Report 2012.