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@MoMo Delhi: Video Ads On Mobile; Need For Mobile Ad Standards; Do-Call Registry; Personalization

Impact of Do-Call Registry
At the MediaNama Discussion at Mobile Monday Delhi, Rajnish Agarwal from Indiatimes asked the panel about the impact of the Do-Call Registry (we’ve covered it here). Vijay Shekhar Sharma, MD of One97 Communications said that in the Do-Call-Regime, a supplier can only contact a buyer who has registered with him, and no one else. The operator and service providers can leverage this by adding advertisements in bill alerts, calls that you make or receive…it’s like the newsletter model on the Internet; communications on mobile will also have embedded ads. Anuj Kumar, Executive Director (South Asia) for Affle said he supports any kind of anti-spamming law, because today mobile marketing has a negative connotation of being only spamming. (We believe there are workarounds)

$65-80 CPM; Video Content Trends
Salman Hussain, VP (Business Development) for vuclip said that, in India, a majority of their content is being downloaded at night – between 9:30pm and 12:30am; 70 percent of the content has not been viewed more than five times and its not the ABC (Astrology, Bollywood and Cricket) that people talk about. vuclip went on-deck with Airtel in May, and India is number two in terms of usage for them; he expects India to top within a couple of months. They have a video search which repurposes content on the fly, based on the users handset, and allows downloads. If the video is more than a minute in length, it is broken into chunks.

While vuclip is offering text and banner ads on search; video ads are live in the US, and at an astronomical $65-80 CPM, of which they keep a significant chunk. In the Indian context, that’s a challenge, Hussain said. They’re doing campaigns for Lenovo and Tata Safari, and responding to a question from Aditya Khanna, Business Head of Tyroo, Husain said they get measured in terms of clickthrough rates, and then its a call for the brand manager to take on what the RoI has been. shared some very interesting consumption trends from India:

Standardization of Units
Responding to another question from Rajnish Agarwal about standardization of units, Chirag Jain, VP India Operations for SMS GupShup said that while standardization is inevitable, it will happen not just in terms of what form of the advertising, but also in terms of measurement of performance. Anuj Kumar emphasized the need for third party agencies tracking mobile advertising – “We’ve contacted almost all agencies who are monitoring web traffic, but practically none of them are tracking mobile. We also need third party data for mobile advertising. As an industry we all need to work towards that.”

Personalization
Ekta Rohra Jafri, Head (UI) for RockeTalk
asked the panelists about the user information they’re tracking, apart from the demographic inputs.
— Anuj Kumar said that Affle also analyses trends of how a particular user is interacting with advertising and content – the knowledge pool of both demographic data and consumption patterns allow for behavioural targeting.
Salil Kumar, COO (Business) of NDTV Convergence said that they initially collect some basic data, which they also use for optimising content to make it more relevant – for example, “While on our Astrology Channel, a user receives the content based on data submitted to us. Advertising on NDTV Active can be made relevant by the date, time of access, and geography.
— SMS GupShup tracks the number of groups and the types of groups that a user subscribes to.
— vuclip tracks the type of access (handset), content consumed, the search data, and intends to launch video ads optimised in realtime – wherein ads will be wrapped around the videos, on the fly.

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