The
Smartphone adoption and subsequent flood of startup's with mobility centric
focus changed the dynamics of Advertisement market place. Few years back all
brand were focusing on print or TV media whereas in current environment mobile
advertisement segment is attracting investment as well as attention from the
startup focusing on Mobile Application reaching out to Advertisement Network to
acquire additional userbase to justify the investment they received from the
investor as well as asking for further investment by showing growing Daily
Active User's.
The double digit growth in
Smartphone also prompted Ad Networks to enhance their platform to ensure that
they deliver the number what Mobile Application providers are asking for. Most
of the Ad Network made the fortune in the last 4 years and many new player
jumped in to milk out easy revenue stream. The rush by the Application
developer flushed in with funding helped the ecosystem grow faster than
Industry but completely missed the attached innovation required to serve the
end consumer as per their need as well as to acquire quality user with higher
retention percentage.
The Mobile
Advertisement sector innovated unique mechanism to incentivize end consumer to
get the download wherein tried to reduce the Cost of user acquisition for
Application provider. Most of the incent wall offer recharge on he data and
voice side but they don't tell end user that at the end they need to pay
for the data. In that scenario, end
mobile user is paying more than what they are getting as return from these
incent wall. On a contrary, The incent wall offer application listing to end
consumer without knowing anything about it. I am writing the above as I have
done extensive research on the pain point of end consumer what is being
enforced onto end consumer. If one ask Mobile Advertisement company about it
then they say that end user can block this by choosing disable advertisement
which is generally placed in Non Incent wall.
The Indian
Mobile Advertisement companies as well as Application Developer must move
to next level of innovation by offering options to end consumer only post
knowing end consumer.
