Mobilisation

For those in India who look forward to the internet taking a major stake in ad spends, this (via PluggdIn) cannot be music to your ears. While the internet spend has grown by over 90% in 2007, as far as absolutes go, its a mere 2% in the overall media spend. And with the total figures increasing for all media, its a case of the rich getting richer, and the poor getting much lesser than what they deserve. Ironically, The Times Group finds a place among the top spenders on the net.

In this report, mobile has been included under digital which has internet, search and mobile. I think its only a matter of time before it becomes a separate category altogether. Like i have written earlier, the mobile is poised to become the internet’s saviour in India. Which is one of the reasons why I’d consider this news very significant – Yahoo has announced a tie up with Idea and MTNL for mobile advertising as well as One search. The SMS search was launched late last year. And if we go by the interesting stuff that Yahoo has been doing globally, the space is bound to throw up some fun stuff considering that Yahoo can leverage all its content from mail to messenger to social media on this platform. (Remember the Reliance-Yahoo Messenger ad?)

Meanwhile, their friends at Google have not been idle either. Their SMS search was launched just before Yahoo. Their deal with Airtel was also well hyped and they have also launched a voice based local search earlier this year. (while on that, this one – Ubona is an interesting service in Bangalore)

Also, its not just the web giants who are fighting for the mobile advertising pie. One example would be Nokia’s acquisition of Enpocket, which already services a few clients in India. And in this context, one cannot afford to ignore the major happening in october (hopefully) and the impact it would have on internet access via mobile.

until next time, net losses

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