Mobile advertising in India has been making major inroads in the past couple of years and 70% of mobile phone users agree that they were influenced in their buying decisions after seeing a video or a text ad, according to a survey.
The survey by MoMAGIC invested platform mChamp on Mobile Advertising Trends in India was conducted for over a period of 2 months (October 10 -December 10 2019) with around 4,749 respondents (unique numbers) participating across India.
The survey also showed that 89% of the respondents stated seeing an ad on mobiles phones in the recent past indicating the reach of mobile advertising in India.
MoMAGIC conducted the survey to have the businesses understand better on preferences and mind set of Indian consumers vis-à-vis mobile advertising in India.
Arun Gupta, CEO and founder, MoMAGIC Technologies, said, “Mobile advertising is becoming more and more mainstream with significant number of Indian consumers viewing ads on their mobile phones. We believe new and exciting ways of user experience will be the deciding factor for the success of any mobile advertising campaign, other than the content and localization. Video ads, with regionalised approach would gain more traction, ensuring better engagement right call to action.”
The survey further showed that 24% of Indians have seen maximum ads, text/video, on their mobile phones on popular social media sites followed by mobile games and e-commerce apps/sites at 14%.
With video consumption on mobile phones at an all-time high and still growing at a breath- taking pace, 10% of the respondents also saw ads on video aggregator/creators apps and website on their mobile phones.
A new trend among video content is the vertical format. 35% of the respondents agreed that they prefer to watch video ads in a vertical format.
However, most of the respondents surveyed, were not happy with the user experience of mobile ads currently they see. 72% of the respondents are looking for a better user experience for mobile ads.
Indian language Punjabi has seen maximum traction among major Indian regional languages with 17% of the respondents stating to see ads in Punjabi language the most, as per the survey conducted among mobile phone users. Bengali came at second position with 9% followed by Telgu and Marathi at 7%. Mobile ads in Urdu was at just 2%.
The survey question was intended for major vernacular language mobile ads sans English and Hindi. Due to plethora of other regional languages in India, 51% of the respondents chose others as their answer. In the scope of this survey, only 6 languages were chosen.