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Impact Of TV Advertisements On Mobile Apps

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Advertisements are a fundamental part of Business. While there are many advertisements that are considered intrusive and in fact, mostly advertisements are considered a pain.

Some might even argue that they are an intrusion to an otherwise immersive experience. I have in fact experienced this in games particularly when I am completely absorbed in the game and as soon as it ends I am faced with an ad instead of the next level.

However, we all know that there are some major advantages to advertisements:

1. Free content: Most of the apps are free because of presence of in-app advertisements. Also, most of the TV shows earn their money from Advertisements (in fact, all).

2. More Eyeballs:Sometimes, if not always, a good product does get good marketing and comes in the eye of the user.

It is true. Many-a-times products that are indeed good are unable to pick up as they do not find users because of lack of advertisements.

There is one trend that has picked up recently and that is advertisements for Mobile Apps. Traditionally, software related ads are a rare thing. Except for Windows and Microsoft Office, few softwares are advertised. This is seeing a slight change however.

We observed that with Wechat and now, advertisements for Line App can be seen on Television channels across the country. Wechat even has rounded up Bollywood stars for their promotions.

Recently, Line announced that it has reached 5 Million Users in India in just 3 Weeks. This is a huge growth especially considering the fact that we already have many competing apps in Hike, Whatsapp and Wechat.

It is interesting to see the impact TV advertisements can have. While Whatsapp is by far the most used app in the Indian market owing to its first mover advantage, the app itself has mostly relied on Word of Mouth publicity with non-existent television advertising.

On the other hand, Wechat which is very popular in its native country China, started off very strongly in India starting off with aggressive marketing. Line went on similar lines and with these results we can see that it is working.

As more users get on board, the usefulness of the app itself would increase.

While it can be argued that each app has benefits that the others might not have, but there is no doubt that TV advertisements are creating a massive impact here in India.

What do you think on this? Should other mobile apps who want to create presence in India start looking at TV advertisements as well?

  1. shailendra says

    Mobile advertising grows bigger than any other form of digital or internet advertising. Anywhere in the world, the numbers of customers who use mobiles have been rapidly increasing. Response rate of audiences is also high on mobile as compared to other tools of advertising. And there are more chances of seeing an ad in the mobile using SMS, MMS or WAP applications.

  2. Kunal Prakash says

    You are right Ashwin. Perhaps this is the reason Wechat is so aggressive with its advertising as they know that in the end their success depends on People flocking to it.

  3. Ashwin Sree Kumar Nair says

    From personal experience I can say WeChat has been a disappointment. Ads or No Ads, most apps and social services depend on the “Network Effect”. You join because people you know are using a service. We have great examples from BBM to Facebook. Apps work well when others you know are using it and advocate it. WeChat at the moment atleast have very few advocates. Unlike Whatsapp or BBM. This may change ofcourse, but will have nothing to do with Television Ads or Celebrity Value.

    1. Arun Prabhudesai says

      @ashwin? Agreed. The usage will be decided by the network effect and the quality of app… There is no doubt about that. However, the initial push for adoption is where TV ads play an important role. If the app is good, it can multiply aggressively. There are so many great apps, but due to lack of good marketing efforts, they never go mainstream!

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