As a part of our #Outlook14 series, we asked heads of mobile advertising companies – Komli, Nimbuzz, Vserv.mobi and Opera about their focus areas for 2014, and the challenges that the mobile advertising ecosystem needs to address. MediaNama: Which according to you were the top developments with respect to the mobile advertising segment in 2013? How do you think the segment has evolved from 2012 to 2013? Ashwin Puri, VP Mobile, Komli - Increase in inventory from smartphones as a % of the overall inventory and Android continued to dominate this growth - Advertising spends from VAS companies reduced in India due to telco regulatory changes - Increased interest from Indian advertisers in rich media campaigns, hyper local - Top Indian advertisers (specifically travel, ecommerce) came out with their own mobile applications for smart phones and started spending money to distribute these campaign - Increase in mobile advertising spends on Social Media platforms like Facebook and Twitter Anubhav Sharma, Head of Ad Sales and Monetisation, Nimbuzz - Specifically on mobile advertising, 2013 saw companies getting into it, but these were mere extensions of web campaigns. - Investments in native mobile web campaigns were made, but it was more of a wait & watch approach. - It’s a natural adoption curve that brands are on and hence the indications are right that 2014 should see more brands investing in leveraging the true potential of mobile to engage with customers. Dippak Khurana, CEO & Co-founder, Vserv.mobi - Smart Phone advertising evolved into smart advertising…
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