Airtel forays into mobile advertising

The mobile platform launched by the telecom service provider aims to meet essential demands of advertisers such as inventory management, campaign management, reporting and analytics on mobile devices.

Telecom service provider Bharti Airtel has announced its foray into mobile advertising in India. Airtel will equip advertisers to connect with their potential customers in a targeted and personalised fashion via their mobile phones. The platform is designed to meet the essential demands of advertisers such as inventory management, campaign management, reporting and analytics.

Commenting on the launch, K Srinivas, president, consumer business, Bharti Airtel, says, "We are excited to launch our mobile advertising platform. Personalisation, sharp segmentation and contextualisation are increasingly making this platform an exciting proposition for brands. With the mobile advertising market poised to grow by more than 40 per cent 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."

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 audiences. With this platform, Airtel will be capable of delivering 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 and digital TV guides. It will also create increased number of conversions using technologies such as mobile couponing for segments such as youth, upper SEC, and smartphone users. With this platform, companies can also extend their access to the rural audience with voice solutions.