After launching in China, MobAir, the mobile app marketing platform, has now launched in India in a bid to take advantage of the explosive growth in mobile advertising in India.
There has been an explosion in the APAC region’s mobile market, which is partly due to the fact that local consumers tend to spend more on in-app purchases than other users around the world.
MobAir has assigned Vijay Singh as the country head to take charge of MobAir operations in India. By opening a local office in Gurgaon, the company will hope to create valuable relationships with current and prospective clients.
MobAir has previously worked with India’s brands like Apps and Games AS, Go Fynd and FirstCut to acquire engaged mobile users. The Drum spoke exclusively with Vijay Singh.
What is the strategy behind venturing into the Indian market?
The Indian market’s potential is clear to leading brands across verticals with digital promotion being the key part of marketing spend. Many global brands like Alibaba Group, Amazon, Apple, Uber, and Facebook are investing heavily in this market, planning to expand their local presence. India-based global brands like PayTM, Flipkart, MakeMyTrip, ABPNews, Jabong, Olacabs, and similar major players have huge marketing budgets to invest into online promotion. The objectives for brands are to extend their user base, increase the market share, engage their existing users and monetize “screenagers” – the tech savvy young population with huge consumption potential.
In the past few years, we have observed the evolving adoption of smartphones with the rollout of 3G and 4G services, expansion of social platforms, and the proliferation of the mobile app market. The buying potential of online audiences has increased – even the government of India is promoting campaigns like ‘Digital India.’ These factors facilitate a perfect platform for brands to explore the online space and target potential customers who have adopted online services into their daily lives. Mobile user acquisition companies like MobAir have the technology capable of connecting brands to pre-engaged users in a relevant context, creating a perfect environment for business.
We have tailored our strategy for the Indian market, factoring in ecosystem changes and the mentality of Indian consumers and advertisers. It’s exponentially shifting toward digital and we are ready for this. The local industry specifics are important to keep in mind: pricing often thwarts brand safety, demand is high, and the possibility of fraud with growing demand is apparent. In order to serve the issues and fulfill the demand with quality supply, we have developed in-house algorithms for a platform that allows real-time fraud detection and programmatic optimization. Our wide range of native traffic sources, mainly in display and video, is bound to strengthen our presence in the Indian market.
Which Indian brands would you like to tie up with in future?
Our services are highly customizable to fit any promotion plan across all verticals. We are already serving major brands in travel, food, ecommerce, utilities, education, fashion, gaming, video streaming, insurance and finance, and are always looking to strengthen our portfolio with new successful campaigns. Our main focus lies on apps in ecommerce, travel, transportation, food, utilities, and video streaming, so that’s where we are looking first for developers willing to scale their business.