As part of our #Outlook15 series, we asked heads of mobile advertising companies – Vdopia and Vserv about their focus areas for 2015, and the challenges that the mobile advertising ecosystem needs to address. Answers have been shortened for brevity. Which according to you were the top developments and roadblocks with respect to the mobile advertising segment in 2014? Preetesh Chouhan, Vdopia - Emergence of native advertising due to increased focus on user experience. - India's mobile first population. India is the fastest growing smartphone market in the world today. We are witnessing an exploding mobile-first generation who are accessing internet for the first time through a mobile device as opposed to PC/laptop. Dippak Khurana, Vserv - Mobile ecosystem is moving at such a rapid pace that the agency ecosystem is still playing a catch up role. A point to note is that many agencies still do not have dedicated mobile teams. Agencies will need to scale up their operations very quickly in order to keep up with the ever-evolving mobile ecosystem. - Marketers view mobile as part of digital. Marketers need to view mobile and desktop as independent channels - Mobile marketing ecosystem is extremely fragmented, however marketers want simplicity in terms of their marketing activities and campaigns. What is your take on the Indian government's decision to bring back mobile advertising under the service tax regime? How do you think it will affect the segment in 2015? Preetesh Chouhan, Vdopia - It will help digital players understand whether the medium…
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