*INVERTISING* shows new future for Mobile Marketers
According to Afaqs:
marketers see value in being non-intrusive and sending customised ads on request.
“Invertising (from ‘inviting’ advertising) is one level above mobile advertising. It is information as content that people choose to receive, creating a direct relationship with the brand. So, advertising helps in acquiring new customers, while invertising is about reducing the incremental cost of contact while engaging with them,” explains Chirag Randeria, vice-president, mobility sales, Netcore Solutions (a mobile products and services provider which owns MyToday mobile media).”
My prediction: This is one space to look out for in the near future since it provides cost effective targeted advertising with measurable ROI. Its present market size is Rs. 50 Crore presently (according to Afaqs).
Infact, reports say that Indian digital technology has grown to an extent of Rs 44,000-crore ($11 billion) entertainment industry. Catching with this growing trend entrepreneur Rajat Barjatya, the scion of one of Bollywood’s biggest film banners, is read to tap the opportunity in a big way.
The delivery format has shifted from the traditional norms to more contemporary ways with the likes of handheld devices and also releasing movies online and movie theaters simultaneously. In this case, they are releasing “90-episode series, with three minutes per episode in the humour genre.”
Some of the reasons for this growing trend has been three major factors:
Mobile phone users are currently estimated at close to 234 million and still growing.
Secondly, internet penetration is estimated at 46 million and has an active base of over 32 million in India.
Thirdly, India is world’s largest movie making industry.
So summing up these pieces provides a very congenial opportunity for digital content production and distribution.