Airtel forays into mobile advertising business

Couple of years back, Airtel in partnership with Nokia was planning to launch an ad-network. Though the project never took-off, airtel has now announced the launch of its mobile advertising (m-Advertising) solution in India, in order to bring advertisers to connect with airtel customers across all the platforms (WAP, messaging service, digital TV etc).

Through Airtel’s m-Advertising platform, advertisers will be able to leverage multiple communications outlets and tools such as mobile internet (WAP), Messaging services and Airtel digital TV to engage their audiences. Airtel also enjoys the capability to deliver massive reach in a high impact burst which can be delivered in just a few hours using touch points such as end of call notifications, recharge notifications & Digital TV guides.

With the mobile advertising market poised to grow by more than 40% over the next few years, Airtel with its technology, scale and customer intelligence is placed uniquely to leverage this growing medium. Airtel’s m-advertising platform will enable advertisers to land their message in a simple, effective manner in an increasingly complex media environment.” [K Srinivas, President – Consumer Business, Bharti Airtel].

It will not only create opportunities for increasing brand saliency but also conversions using technologies such as mobile couponing for segments such as youth, upper SEC, smartphone users etc. With this platform, companies can also extend their access to the rural audience with voice solutions.”