To cater to the growing demand for mobile advertising, a variety of specialized firms are coming up — such as digital media and content developers and application developers catering to mobile ads.
Social networking giant Facebook and internet’s biggest brand, Google are experimenting to find ways to monetise their platforms used by the Indian mobile consumers.
One such international online and mobile advertising provider, Httpool has started its offerings in India. The ad network that specialises in the Central and Eastern European markets has launched AdPlatform, a new self-serving online and mobile advertising platform, reports exchange4media.
The AdPlatform is a self-serving online and mobile advertising platform, providing publishers a free ad managing solution, an exchange and an optimisation system.
The mobile ad platform is interactivity and flexibility. The share of mobile ads grew nearly 17% in the previous financial year to Rs. 105 crore. The latest Digital Advertising Report jointly published by IAMAI and the Indian Market Research Bureau predicts mobile advertising will rise to Rs. 144 crore by the end of 2013.
Httpool is also planning to launch Predictive Behavioral Targeting and Cross Exchange Management within 2012. The company was launched in 2000 and Httpool was launched in 2011 with offices in Mumbai, Delhi and Bangalore.
India has the second largest population of mobile phone users anywhere—at 900 million—and about 15% of them access the Internet on handsets equipped with newer and faster technology, according to the Internet and Mobile Association of India (IAMAI).
Ozone Media, Komli Media, Tyroo are other players in this market. Telecom giant Bharti Airtel is the latest addition to this group.
The future of mobile advertising will be determined by the growth of smartphones and mobile Internet in India. More than 10 million smartphones were sold between January and November 2011, according to CyberMedia Research India. Smartphones accounts for 6% of the total mobile handset market.
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