On Advertisers And Rates Interestingly, Affle and NDTV are refusing to take advertising on their mobile platforms on a Cost-per-Lead (CPL) basis. Affle, as a startup, took a conscious decision not to fall into the trap that Internet advertising created for itself. During the MediaNama discussion on Mobile Advertising at Mobile Monday Delhi responding to a question by Aditya Khanna, Business Head of Tyroo, Salil Kumar COO (Business) for NDTV Convergence said they're selling inventory on NDTV Active (their mobile portal) a CPM basis. Banks are advertising, and there was interest initially from the Travel industry as well. Mobile manufacturers like Nokia are advertising. Chirag Jain, VP India Operations for SMSGupShup metrics being spoken of for the mobile are inherited from the Internet, and he's not sure if this is how mobile should be measured. Advertisers are currently groping between media, and aren't really sure of what they want. He said in the beginning itself that these are still early days for the mobile, and no one really knows where it is headed. Advertisers expect an Internet like experience from WAP, and on SMS, GupShup is currently testing extensively for what works. Operators And Mobile Advertising "The operator couldn't care less," Vijay Shekhar Sharma (VSS), MD of One97 Communications said , highlighting the bigger picture "The online ad industry in India is around $200 million. Even a $500 million Mobile Advertising in India, by the time we have 500 million mobile users, will be just $1 ARPU for the mobile…
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