“AI Brings Increased Efficiency And Higher ROI For Real-Timed Ad Bidding” - Mobvista
Mobvista platform provides monetization solutions for app developers, providing programmatic ad inventories and other longtail media with ad inventories programmatically through API or manually. They work with publishers across multiple platforms including iOS, Android and Windows Mobile. In this interview, Neeraj Sharma, Country Manager, South Asia & MEA of Mobvista discusses the dynamics of mobile marketing
India is the 2nd largest smart phone market after China. What does it mean for mobile marketing in India?
Smart phone is expected to reach the 5 billion mark globally by 2019; the number of smart phone users in India is projected to reach 813.2 million. Given that Indian consumers are found to be spending 37% more time connected to the internet via their smart phones than watching TV. India’s gaming industry is worth over $890 million, ranking it amongst the top five gaming countries globally. India is becoming the world’s fastest growing market for mobile applications.
How quickly has the shift happened in marketing?
As per KPMG, Price of smart phones is coming down and the adoption is very high in India. So, the number of people using a phone and who are downloading apps are on a rise, Whether it’s for ordering food from a café, booking hotel and flights for your travel, shopping from E-tailers or ordering any on- demand service; everything can be done by a click from your smart phone.
India was the number one market globally by combined downloads on iOS and Google Play by AppAnnie. While video streaming apps — JioTV, AirtelTV and Hotstar — proved to be popular downloads.
How is the mobile marketing scenario in India? What is your expectation from the market in the next 5 years?
Referring to a report from Statista, the smart phone ownership base is expected to increase from 292 million in 2016 to 445 million in 2020. Since the smart phone penetration is increasing in the market which eventually is leading to increasing stickiness to the apps (either games, social, news or video content) on the phone.
According to PMAR Report 2019, Digital ads grew by 26%, adding Rs 2400 crores to Adex, to reach a size of Rs 11,705 crore in 2018. It now contributes a whopping 19% to Indian Adex, with Video advertising and programmatic advertising gaining ground. Digital advertising is projected to cross the Rs 15,000 crores mark on the back of video, E- commerce and regional languages and grow to Rs 15,612 crores in 2019.
What has AI brought into mobile marketing?
AI brings increased efficiency and higher ROI for real-time ad bidding - one of the biggest selling points of “AI revolution” across multiple industries is the promise to automate and eliminate low-value business processes. Mobile advertising is no exception. Juniper Research predicts that by 2021, machine learning algorithms that increase efficiency across real-time bidding networks will drive an additional $42 billion in annual spend. AI enables advanced customer segmentation and ad targeting. Algorithms are better suited for detecting patterns than a human eye, especially when sent to deal with large volumes of data. They can effectively group and cluster that data to create rich user profiles for individual customers. Based on their past interactions with your brand, their demographic data and online browsing behavior.
Many people already have raised concerns about apps breaching one’s privacy. How will that impact the use of AI in mobile marketing in the near future?
As marketers, we all can and should be doing a better job of making sure consumers understand artificial intelligence. Many people worry about the privacy issues stemming from AI, until they learn that they’re getting something out of it. Younger consumers in particular are quite open to sharing data as long as they get something in return. In light of all the highly visible data breaches in the last few years, we must prove to customers we are as concerned about their data as they are. Hence, we need to make the privacy policy accessible & should make sense to the users.
As long as they feel their data is safe and they know how it is being used, more and more consumers will be willing share it. Consumers have a right to know what is being done with their personal data and if you let them know how you want to use it and provide a valuable experience in return, most people will be happy to share it with you and will welcome an increasingly AI-powered world.
Referring to a report from Statista, the smart phone ownership base is expected to increase from 292 million in 2016 to 445 million in 2020. Since the smart phone penetration is increasing in the market which eventually is leading to increasing stickiness to the apps (either games, social, news or video content) on the phone.