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Tag: Anita Nayyar

  • Havas Media bags Wonder Cement’s Rs 300 mn media biz

    MUMBAI: Havas Media has bagged the media duties of Wonder Cement following a multi-agency pitch that saw participation of some key industry players.

    The account size is pegged at around Rs 250-300 million.

    Havas Media Group, India and South Asia CEO Anita Nayyar said, “We are delighted on this win and eagerly look forward to working on the business. The year has started on a good note with a series of new business wins and this partnership will further add scale to our operations. With the new philosophy of ‘digital at the core‘ at Havas Media, we are sure we will be able to leverage our global expertise on the business.”

    “It is a challenging category and we are geared up to take the challenge”, Havas Media India MD Mohit Joshi added.

  • Havas Media appoints Abhishek Jain to head buying for west

    MUMBAI: Media conglomerate Havas Media India has appointed Abhishek Jain as Havas Media India senior vice president investments.

    Jain‘s skill will go a long way in delivering a better client experience, added Havas Media India executive director west Kunal Jamuar who he will be reporting in to.

    He will head buying for the west, with the buying and operations team reporting in to him. Prior to joining Havas Media, he was with Lintas Media Group managing buying for Maruti and Sony.

    Havas Media Group India and South Asia CEO Anita Nayyar said, “We already have an established presence in the West with cross-industry clients and are looking to further expand our footprint. Abhishek‘s talent will bring additional, innovative and value offerings to our clients and the region.”

    Havas Media India MD Mohit Joshi said, “Abhishek joins us with a rich experience of over 13 + years which spans across media planning and buying, having worked on several key businesses and categories. He has a strong understanding of his mandate and we are glad to have him in the Havas family.”

    “It gives me great pleasure to come back home to Havas Media after 2.5 years. Anita Nayyar and Mohit Joshi have always been an inspiration, a great team of Business Mind and Strategy. Havas is the fastest growing media agency now who values both its clients and its people and I am happy to be a part of it”, said Jain.

  • Women Power: Anita Nayyar

    MUMBAI: With 25 years of experience behind her, Havas Media Group India and South Asia CEO Anita Nayyar is no stranger to the media industry. After securing a bachelor‘s degree in microbiology and post graduation in advertising and marketing, she worked with some leading agencies in India including Saatchi & Saatchi, Ogilvy & Mather, Initiative Media, MediaCom and Starcom Worldwide. Her time in the industry has made her an experienced hand when it comes to sports, entertainment and out of home.

    Under her leadership Havas Media in India has grown exponentially, having expanded its offerings as an integrated communications group for traditional, digital, mobile, performance marketing, out-of-home and sports.

    True to her zodiac, the globetrotting Capricorn balances work and home like a pro and loves spending time with her daughters when she isn‘t making shrewd observations and taking important decisions to expand the footprint of Havas Media Group in India and South Asia.

    Talking to indiantelvision.com on the occasion of International Women‘s Day, Nayyar recounts her experience through the years and reiterates, “You have to love it to be here, so ENJOY it.”

    Q: What has been your experience as a woman in the media business?

    A: It has been a great journey filled with much joy, tears too – I have no regrets. Women were few, CEO‘s non-existent and the industry even more male dominated than today. But grit, talent and dedication were the things that could not be ignored and good male bosses supported good performances. Roda Mehta was a mentor. With her, scientific media planning was an art honed to give the client another reason to use agency services.

    The fact that you were a woman did influence the clients or intricacy of task assigned, unless you carved your niche. So you had to be on your toes – alert, diligent and ready to contribute beyond the brief in order to stand out. Maybe that is why they say women bosses are better team leaders and more responsive than their male counterparts!

    There were other challenges too. Principles and ideas you believe in are constantly tested. In this case you either succumb and stay or take the risk and hold on to your horses even at the risk of your job, something I did. In the end it pays as I believe the right party wins and people respect you for it, including the antagonists. Self respect and integrity define you.

    Q: How conducive is the environment for women to thrive in the media industry today?

    A: The industry needs people with will, talent and ideas who will make the effort to walk that extra mile. Woman or Man, the environment is no longer gender discriminatory. What counts is professionalism, irrespective of gender. One is and should not be judged by being a man or a woman but by how good a professional he or she is.

    So it is a decent industry – tough, demanding, competitive like many others. It requires a lot of strength, guts and desire to thrive here. It does open many doors to opportunity, especially for women.

    Q: What are the major challenges that women face today?

    A: The working world today is evolved and women are marked on the scene for top jobs globally. If you are good, there is nothing to stop you. A tough mind is the differentiator.

    The efforts are constant and behind the scenes. You are evaluated on ‘present‘ result – perform to be a star. But then how else do you remain competitive with shrinking margins and volume growth? The competition is cut-throat and it is becoming increasingly difficult to manage P&L‘s.

    Sometimes for women and very few men, the constant travel, long hours and transferring of roles to other cities or even as a regional head could pose a challenge with the dislodging of the whole family. As they say, both work and family are full time jobs. Women are known to be better at multi-tasking and can handle more physically, mentally and emotionally.

    Personally, I am extremely lucky to have had a loving, supportive and encouraging family and thank my husband and two other women – my daughters, whose day it will also be.

    Q: What changes would you like to see in the current work environment?

    A: People – woman or man, move far too much and too fast now. Earlier longevity and stability was a value-addition. People need to give themselves and those around enough time and chance. Better and well grounded talent seems to be a big ask. Those eager both to learn and teach will account for better talent which currently is in short supply.

    Q: What advice would you give to the young working girls?

    A: Keep your eyes and mind open to the world around you, not the industry or designation. I learn every day. Absorb, read, explore you never know how those dots connect when you need them most and you‘ll enjoy your output as will others. It is not always that we will get work that we like but giving up or quitting is not the solution. Keep the balance and yet know that you are refining the details for the future.

    Be humble, value relationships, do your very best and that little bit extra. I have always maintained there is no shortcut to success and it‘s only your hard work that pays—sooner or later. But most of all be responsive and believe in yourself.

  • Voltas awards media duties to Havas Media

    MUMBAI: Air conditioner company Voltas has roped in Havas Media as its media planning and buying responsibilities for its room AC and other unitary products business. The multi-agency pitch saw participation from GroupM, Madison, Aegis and IPG.

    Voltas chief operating officer – UBBG Pradeep Bakshi said, “During the multi-agency pitch we were impressed by their capability to look beyond seasonality and traditional media. Their understanding of the category from a regional perspective was also very accurate. We look forward to working closely with them in our next phase of growth in the coming years.”

    Havas Media India and South Asia CEO Anita Nayyar said, “It was a very tough but a ‘well-organized‘ pitch with practically all the leading agencies in the fray. I am delighted that we have been able to demonstrate our capabilities through our insights and category understanding. I believe our extremely focused and well integrated effort made us win the business. While it is a great brand to be associated with, more importantly, they are a wonderful client to work with. This prestigious win is yet another very important milestone in Havas Media India‘s ambitious growth plans.”

  • 2012 : A year of agency consolidation : Anita Nayyar, CEO, Havas Media India and South Asia

    2012 : A year of agency consolidation : Anita Nayyar, CEO, Havas Media India and South Asia

    India because it is English speaking, in addition to all the other factors, has every global brand, executive and company vying for a place in the sun. Exchange rates and need of funds coupled with the revered Silicon Valley philosophy of getting bought has made buying of media assets, namely smaller agencies, very lucrative. They called it ‘Consolidation’ and this phenomenon was big in 2012.

    Consolidation seems to be the name of the game with agencies today and has caused a lot of excitement with the media too. It signifies growth, scale, of having arrived, of expansion – resources, fresh finance, services, markets, leverage and professional management, for the partners. Sure, it includes all of it and monopolistic rates for the biggies.

    With a sluggish global economy, emerging markets are havens for international companies, advertising having dried in their primary markets. This environment has been great for a bear run to pick up preferred stocks — digital is A list — at the best price to scale up the portfolio and create volume. Economies of scale drive this from all sides – agency, client, target audience, brand and along with the online ad world being truly flat, it makes perfect business value for groups with deep pockets or who wish to be right at the top.

    Customers want it too, more so planning and buying over creative as did Marriott International. With global presence it needs a global agency from the ‘best’ aspect of brand understanding and inventory.

    These are the Pros and they are far more. It builds market share, creates brand opportunities, allows buying options and deals, has finance and human resource, markets and clients can be leveraged, knowledge and systems are at the core and so on.

    However the Cons part is not without its challenges – internal and external.

    Internal Challenge

    The acquisition culture shock has far reaching effects on work output, people morale and also unknowingly to their client . The essential attractive part that defines them comes from their environment. Chances are this could get lost with the change of culture.

    •  Independent or smaller agencies are more nimble having fewer or no bureaucratic networks of process, reporting and structure.
    •  Competitive and enterprising they go to the client with a ‘less is more‘ approach; redefine the brief and some come up with radical solutions.
    •  For their survival they are democratic and encourage creativity from across the board.
    •  Opposition to mandated thoughts is not career suicide.
    •  There is more focus on ideas over targets, while targets never lose sight
    •  There is more interaction and integration with the boss and across teams.
    •   Even smaller clients get the attention of the boss.

    The adjustment factor takes place from both parent and network, working fruitfully only when financial and human value is accrued.

    External Challenge

    The other aspect is monopoly and stifling of competition.

    Also talent moves to the highest bidder. They cut their teeth and shift; which can lead to boxed horizons right in formative years, as agencies get more specialised and the ‘gurus’ do not really interact with them.

    As business increasingly goes to the behemoths that command better rates, use their network and media relations; small and medium sized agencies are restrained from delivering their best work. In the long term this does not auger well for client or industry and certainly not for the agencies who put their best foot forward.

    2012 in many ways was a landmark year of endurance for media in India, in yet another dismal twelve months of depressed global and local economy.

    Traditionally, when markets do not perform the first thing that gets cut is secondary expenditure, marketing and adverting first. The overall growth from 2011 was about 8 per cent; even the festive seasons did not see the spurt of good times as also the duration of activity which was more curtailed.

    To note is that from this 8 per cent not more than about 2 per cent would be new advertisers or channels, attributed towards new brands or media vehicles. The major share is rate increase in cost of purchase.

    “It is not the strongest of species that survive, nor the most intelligent, but the one most responsive to change.” – Charles Darwin

    2012 taught agencies yet again to be more responsive to change:

    Resourcefulness

    Advertisers with their experience of recessionary years have learnt to deliver more with less. But 2012 brought to the fore that this might be here to stay for a longer time and have learnt to work around the client within their budgets and deliver.

    New Media and Clients

    Digital and mobile are now an essential part of a clients marketing plan. They ask for it directly or need to be led towards it. Most have already been approached by at least 2-3 agencies or are already being serviced. They know they want to be up there but many are either not savvy enough or not sure exactly what should be done. Agencies, who force too detailed a brief and asking the client what exactly they want, stand to lose the business to a smaller incumbent.

    Performance, frequency capping and changing of creative’s, altering the ad in real time; alternate ad formats using content and sponsorship have gained prevalence for clients especially those focused on digital; and all are learning fast.

    Working without TAM

    For the first time since its inception almost a decade ago, TAM stopped, chaos was anticipated but clients trusted their agencies and agencies did their job. Advertising continued, inventories were bought, plans were auctioned and the results after the data was released justified that TAM was a report card for good performance not the sole reference point of disbursement of client investment. The “GUT” did return.

    Digitisation

     Finally, the much awaited digitisation set in and 2012 will be a milestone year for TV in India. While it is not complete it moved at a faster pace than people actually expected. Viewers have been sensitised to ‘pay’. It will open alternate revenue streams, create new and differentiated content as also patterns of viewing and grow the platform.

    Integration & Specialisation

    Integrated & Innovative solutions are the flavour of the season. Agencies are positioning themselves as integration specialists along with dedicated teams for clients to become their extended marketing arm in the true sense. Different communication touch points impacting the different stages of the purchase funnel are being looked at as key differentiators.

    Agency Marketing

    More agencies are coming to the fore and marketing themselves, availing the opportunity the industry media and marketing associations afford them. They are more present, more vocal with a shifting mindset from even the more restrained ones.

    2013 is not going to change the economic or advertising scenario. We should see an overall growth of about 9 per cent but when you break it, it shows how lean advertising break-even is and the positives and negatives of economies of scale.

    However, these are realities the industry must contend with. Given its past record, agencies large and small will deliver some great work and value to most of their clients.

    Though what will not change are the growth targets both for top-line and bottom-line.

    Lets wish for happier times going forward. As they say there is no harm in wishing for the best!!

  • MPG India appoints Kavita Vohra to head buying for north

    MUMBAI: Havas Media‘s media planning and buying network MPG India has appointed Kavita Vohra as MPG India associate vice president investments. She will report to MPG India executive director-north Uday Mohan.

    Vohra’s mandate will include heading buying for MPG Delhi with additional responsibility of Bangalore and Kolkata. She has over 10 years experience in media planning and buying, having worked with several key accounts across categories.

    Vohra started her career at Lodestar working on Whirlpool and then moved on to Cheil Communications to handle Hyundai and Samsung. Thereafter, her role involved TV buying for Nokia Mobiles at GroupM, followed by buying for Nestle and a host of other clients at Zenith Optimedia.

    Havas Media India and South Asia CEO Anita Nayyar said, “MPG India has always been a growth leader in the region as we continue to expand our footprint and offerings to our clients. Kavita’s appointment will further strengthen our buying offering.”

    MPG India managing director Mohit Joshi said, “We are very happy to have Kavita with us. Her strong understanding of the planning function makes her an ideal candidate for heading the buying function. We are confident that with her wide and varied experience she will be able to bring in significant value to all our clients”, added Mohan.

    Vohra said, “Heading the buying arm of MPG Delhi is a natural progression towards handling a bigger and more challenging portfolio of clients. I look forward to working with the team as the journey ahead surely looks very exciting.”

  • MPG bags Yebhi.com media mandate

    MUMBAI: Big Show Bazaar-owned online shopping portal Yebhi.com has signed Havas Group‘s flagship media agency MPG to handle their media duties.

    The move is part of the company‘s strategy to accelerate growth and reach and establish a bigger brand footprint. MPG will be the AOR (Agency of Record) and handle the media planning and buying for Yebhi.com.

    Big Show Bazaar CEO Manmohan Agarwal said, “We have never compromised on quality in our products, services and our partners. We did meticulous research and after deliberation finalized on MPG. MPG‘s experience, credentials, and expertise make them the best partners to fulfil our potential and ambitions.”

    Havas Media India and South Asia CEO Anita Nayyar said, “Yebhi.com has been a most promising player in the online space. E-commerce has a great future and they have an interesting portfolio of offerings for the Indian customer. We are excited to work on this account and see it as a long term partnership.”

  • Advertisers want deals to reflect digitisation gaps

    MUMBAI: Advertisers are pressing for structuring of advertising deals with television broadcasters to reflect the likelihood of a section of homes going without cable TV connections in the four metros as the shift to digital delivery of television channels happens from 1 November.

    The advertising industry expects about 15-20 per cent of television households to remain disconnected for some period from 1 November. Also, advertisers’ communications in the run up to the deadline for digitisation will not reach to the fullest extent as broadcasters have begun to switch off analogue channels genre wise from 10 October and would end the process of complete withdrawal of analogue TV channels in the four metros on 22 October with the most watched Hindi general entertainment channels (GECs).

    Allied Media COO PM Balakrishnan says, “There is lot of thinking happening at the backend. I don’t think advertisers are panicking.
    Even the deals are getting structured considering all these things.”

    The CEO of a large media buying and planning agency, who did not want to be quoted, said, “Advertisers may do well to analyse the realities of digitisation based on data available and fine-tune their media plans for the festive season.”

    The Information and Broadcasting Ministry on Wednesday said an average of 77 per cent of cable TV homes in Mumbai, Delhi, Chennai and Kolkata have switched to digital with the installation of set-top boxes (STBs), led by Mumbai with 99 per cent digitisation. According to the ministry, Chennai is the laggard with 59 per cent cable TV homes converted to digital.

    Advertising, particularly by consumer durable companies and automobile makers, peaks during Diwali festival when the consuming class spends the most.
    Havas Media India and South Asia CEO Anita Nayyar says, “The timing is very bad. The advertisers and media agencies are not going to be happy considering the environment currently. This was the period when we were looking at some traction at least. This has been a year of reduced ad spends and basically a slowdown year. Now there is uncertainty about the reach of the channels in the metros. The deals will have to be re-packaged.”

    Advertising community is also doubtful about the government’s claim of 77 per cent average digitisation in the four metros. Cable operators in Chennai and Kolkata are asking for extension of the digitisation deadline as they fear a significant percentage of homes would be without cable TV connection after 31 October.

    Lodestar UM COO Anamika Mehta says, “The economy has been sluggish, so all marketers were looking at the festive period to drive sales. TV obviously takes the big chunk of advertising. Now on TV many marketers will play safe.”
    Adding to this, OMD COO Haresh Shriyan says, “Whatever genre broadcasters will pull out, there are companies which are advertising on it. It will have serious implications on them in all the four metros. All this will certainly reflect on the ratings and reach, if executed. The advertisers now will have two options. One is that if the reach comes down and if the ratings and connectivity is impacted, advertisers will seek to have compensation from the broadcasters. They have paid when everything was normal but today it isn’t. Also, if this is the scenario, if the reach is impacted, if people don’t get to see their ads, the advertisers and agencies need to recommend a boost of plan for these markets.” 

    There is also a faction of media planners that feels the advertisers need not panic. If the current figures are to be believed, then the percentage of media darkness will be small compared to the earlier estimates. Madison Media CEO Basab Datta Chowdhury says, “Given the current level of penetration, it is only 20 per cent of homes that will be without cable TV connections. 100 per cent penetration won’t happen, we all know.”

    The important point to consider here is what part of the estimated 20 per cent media dark homes constitutes the TG. The advertisers’ ire on the pull out of analogue signals will depend on how much of their TG is being excluded from the reach.

    According to Madison’s Chowdhury, there isn’t much to worry in that case. “Right now, we are talking about 20 per cent of the homes (in media darkness). Also, if we extrapolate IRS figures onto the current penetration of digitisation, then it is essentially the Sec D and E homes. Nearly 95 per cent of the communication is targeted at the Sec A B and C viewers,” she says.

    TAM’s ratings

    If the industry banked on TAM ratings for planning and estimates earlier, the data becomes all the more important now in view of the genre-wise switching off of analogue signals. Nayyar says, “What TAM does post 1 November will be known only after the meeting next week. But till 31 October, TAM should continue giving ratings. This will serve two purposes — we will know the reality of digitisation figures in the metros. Secondly, we will know how much media darkness is prevalent in the metros.”

    Representatives from Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) and Indian Broadcasting Foundation (IBF) would be meeting TAM Media Research on 15 October to discuss issues arising out of digitisation and the likelihood of some homes remaining without cable TV connections.

  • No turnaround in ad spends despite bullish market sentiment

    MUMBAI: The business sentiment may have turned positive following a slew of FDI policies but advertisement spends are not going to change dramatically.

    The festival season has already begun but the advertisement spends are not as anticipated. The slowdown in ad spends since the beginning of this year will see no recovery yet, experts said.

    “This festive season is pretty in its run and the mood is not very great. The advertising spends are not up to the kind of
    expectations, there is still a slowdown,” said Allied Media COO P M Balakrishnan.

    He said as far as the reforms by the government are concerned, “it’s the steroid put in the economy to create the right sentiment.”

    Officials at other media agencies too said that though the business climate is better than earlier months of this year, it’s not better than the same period of last year.

    Echoes OMD India COO Harish Shriyan, “Festive season is always better. Most of the advertisers in any case are spending money and they will continue to do so but the level and kind of money they used to spend earlier is not the same this time. Though it is better than the previous few months I don’t think there is any kind of major reaction because of the policies and all. I doubt that advertising spend will increase in these (the remaining) months (of the year).”

    Balakrishnan feels the advertising spends on television will continue to be moderate this year. “Slowdown is going on. It’s not that people are withdrawing but also they aren’t going over-board and gung-ho this season.”

    According to GroupM’s revised forecast, the advertising expenditure on television is estimated to grow at 5.6 per cent to gross Rs 148.12 billion in calendar year 2012 against earlier estimate of a 12 per cent growth.

    Havas Media CEO India and South Asia Anita Nayyar agreed that the growth in spends this season will be in the same range of five
    to six per cent.

    She noted that the festival season has now started to look up and it’s high time as Diwali is just a little more than a month away. “Earlier the season preparation would start almost two to two-and-a-half months in advance. It’s always nice for the advertising industry to grow and I hope that advertisers will now start seeing advertising budgets as investments rather than expenditures now that the sentiment is improving.”

    SMG CEO Malli CR, however, feels that ad spends on television are ok. “It is not that the things are terribly down, there are quite few sectors where things are ok, and they may not be growing at an exponential rate. Sectors like telecom and consumer goods are advertising and FMCG is anyway continuing to advertise so it’s not that the economy has come to a standstill.”

    “Some sectors like BFSI, automobile are probably not spending as much as they would have. FMCGs put together account for about more than 55 per cent TV advertising. Everybody is hoping that Diwali should lead to something better. People are spending on digital and other mediums, so it’s not a bleak scenario,” Malli added.

  • Mobile accounts for 44% of media consumption by connected Indian consumers

    MUMBAI: Havas Digital‘s mobile marketing network Mobext India carried out a study titled ‘Role of the Connected Device in the branding and buying cycle of a Consumer‘. The global study was carried out in association with independent mobile advertising network Inmobi and covered 10,000 respondents and seven markets. It explains how consumers use their connected device which in turn impacts shopping and media consumption habits. Mobext also carried out another study named ‘Asian Advertisers/Marketers attitude towards Mobile Marketing‘ across six Asian markets.

    In India, the connected device study was run uniquely across mobile/smartphone, laptop and tablet users and examined the media consumption habits of more than 2800 respondents in India. The survey revealed that 80 per cent of respondents said the mobile/smartphone was their primary device while 13 per cent stated that the laptop/desktop primary device and 7 per cent mentioned the tablet. According to the study, the average connected Indian consumes nine hours of media daily with mobile representing 44 per cent of it.

    The study also reflected on the time when each device‘s usage peaked in India. Results showed that while tablet usage peaked between 6 pm to midnight and is used at home, mobiles/smartphones and laptops are used between 9 am and 11 pm and are the primary access device from office.

    Havas Media India and South Asia CEO Anita Nayyar said, “As Indian consumers are increasingly spending more time on their mobile devices and using them differently for different purposes, brands have more opportunities to interact meaningfully with their customers. Media planners can take advantage of their unique roles in the decision making process by optimizing the connected device path to purchase to create a holistic media/advertising strategy.”

    Forty six per cent of the respondents listed mobile/smartphone as the preferred device for communication while 43 per cent said they used it for entertainment and 40 per cent for information. The study indicated the 32 per cent picked the mobile for shopping and 23 per cent used the laptop/desktop as the next choice.

    The study also showed that connected devices increased awareness through their reach during the day. Forty three per cent users consumed mobile/smartphone for research while 44 per cent used laptops and 30 per cent used mobile for shopping. Tablet influence was found to be the highest in all purchase cycles except in shopping/buying where the laptop is preferred a trend expected to change considering global behaviour.

    “It goes to show how connected devices, namely the mobile in India, will play a significant role in a purchase decision. With the market expected to grow at 50 per cent to 60 per cent annually over the next few years, India is a very important market in the Asia Pacific for Mobext and Havas Media and we plan to get aggressive on this front”, said Havas Media Asia Pacific CEO Vishnu Mohan.

    According to the survey, connected devices also lent to creating a double screen effect, as tablets were the preferred device while watching TV, followed by mobiles/smartphones and laptops.

    Mobext Asia Pacific head of mobile Arthur Policarpio explained, “In the UK and US, the tablet seems to be the device of choice. In India, it is an important emerging device as its penetration increases, especially for niche brands with direct reach to their customers. We‘ve seen that 42 per cent of users share it with their family and 41 per cent use it while watching TV; showing more eyeballs with the probability to buy.”

    The study also revealed that device purchase cannibalized other media consumption habits as 21 per cent of smartphone users read a book in print less, while 22 per cent watched less TV and 16 per cent reduced time on the internet via a laptop. Thirty per cent of tablet purchasers read fewer books in print with 31 per cent watching lesser TV.

    80 per cent of the activities done across all the devices in the prior month were on entertainment (video, music, games, etc), revealing entertainment, as an important sector for influencing a buy decision. In-store behaviour was also affected as 15.7 per cent of smartphone buyers and 16 per cent of tablet buyers visited a physical store less.

    “It is not about Mobile but mobility which has created a paradigm shift in the way consumers access media, search for information and shop. These studies reflect our endeavor to understand this behavior, enabling us to create engaging, compelling and meaningful conversation both with brands and consumers”, added Mobext India and South Asia general manager Arnav Ghosh.

    Insights from the ‘Asian Advertisers Attitude to Mobile Marketing‘ are as follows –

    • The primary benefits of mobile marketing cited by marketers are the ability to target consumers by location or geo-targeting (84.5 per cent ) and personalised, one-to-one communications (63.1 per cent ).
    • 33 per cent say mobile marketing is a cost-efficient channel while 57 per cent it is too early to tell
    • A staggering 47.6 per cent of respondents say that mobile will be equally important as TV in the next 2 years. 44 per cent say that mobile will be more important than radio in the next 2 years.
    • 60 per cent say they do not use a third-party organization (such as a mobile agency) to manage their mobile marketing efforts. And yet, respondents who use a third party agency report higher satisfaction with results of their mobile campaigns.
      55 per cent say they plan on investing in mobile in the next 12 months.

    Two hundred and sixty respondents across six Asian Markets – Indonesia, Philippines, India, Hong Kong, Singapore and Malaysia were surveyed for this study.