The Anchor: Six Smart Screen marketing challenges in India

04 Sep,2012

By Anuj Kumar


#1 Fragmentation across smart screens. There are too many devices. Varied screen sizes, running multiple operating systems, form factors and soon. Only the very top publishers and premium publishers have their content optimized for access across all smart screen – tablets, mobiles, PCs and Smart TVs. It requires awareness and investments to ensure smooth presence across all. Publishers, app developers will have to invest in smart screen presence, which comes with its share of increase in expenses. Solution can be the use of standard formats like html5, tools and products to enable publishing & curating content experiences across smart screens.


#2 Monetization options on smart screens are limited. Smart screen ad spends is a small part of the total ad spends but this is one of the fastest growing segments. Monetization of contents thru ads on smart screens would enable more publishers to invest in smart screen contents and apps in India. Specialist advice is needed for smart screens; specialized smart screen ad networks for publishers and smart screen ad solutions for brands.


#3 Lack of seamless & integrated experience across smart screens. Acceptability among consumers and greater off-take will drive pervasiveness of mobile content innovations. This does not exist now. Users want content they can share and access their apps, profiles and contents seamlessly across smart screens. This takes time for the industry to establish. This can be fixed by the use of cloud computing, user identities and use of standard OS platforms.


#4 Mass adoption and affordability. Costs of buying devices with smart screens and the cost of connectivity is a very important factor. Consumer numbers have to reach high levels for marketers to start targeting consumers with smart screens. Rate of adoption is typically driven by telco plans for data connections, price of smart devices going down, plans for buying devices and so on. All these are going down but can certainly be made more affordable. At another level availability and awareness of apps drives mass adoption. Apps can entice consumer from productivity, engagement, entertainment and other perspective to drive adoption. Solutions come from the lowering cost of devices, consumer schemes and building awareness on the benefits of smart screens and their corresponding value.


#5 Ad challenges. Most ad agencies are not ramped up or fully equipped to advice on smart screen media & creative plans. They are used to working on the conventional media. Large agencies running large businesses on conventional media treat mobile marketing as a poor secondary marketing platform. Primarily because of the volume of spends and lack of expertise. Specialized agencies will change that. They will create innovative engagement solutions to attract consumers, in turn attracting brands and growing the ‘smart media’ marketing and time spent pie.


#6 Complex ecosystem and ad formats without independent media monitoring & performance metrics, which restricts ad spends.


Anuj Kumar is Co-Founder and CEO of Affle.


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