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Mobile advertising networks, partnering mobile advertisers and publishers, are growing rapidly in India and worldwide–especially in developing countries where Internet access is limited. Over 320 million people in India have a mobile phone with 10 million new subscribers activating service monthly. The 25 and under age group is the fastest growing segment of India’s insatiable adoption of mobile handsets. Reaching these and other advertiser-targeted groups is achievable using mobile ad networks.

Recently, I had an opportunity to interview mKhoj’s founder and CEO Naveen Tewari, who runs one of the largest mobile ad networks in Asia. mKhoj (pronounced “m-couch”) is one of the leading mobile advertising networks that automates the creation, placement and monitoring of mobile ad placements among major advertisers and website publishers seeking to monetize their web properties.

Based in Bangalore, India with offices in Mumbai, Singapore and Palo Alto, CA, mKhoj received nearly $8 million in funding to target mobile markets in Southeast and South Asia, the Middle East and Africa–areas of the world where mobile is the only channel for advertisers and publishers to reach growing populations that lack landline-based Internet service.

In the interview, Newari discusses a large “mass niche” of mobile users, defined demographically by income or personal interests. The company’s ability to rotate ads based on type of handset, country and other demographics better positions mobile advertisers’ ability to maximize their ROI while delivering targeted content advertising to publishers.

Companies, such as Reebok, have created multimedia campaigns, integrating mobile advertising in promotional campaigns that drive desired branding and demonstrable results. In one campaign, Reebok achieved a 10%-12% conversion rate bringing customers to retail stores when mobile was used in conjunction with an overall promotional strategy.

Marketers around the world are researching and testing use of the mobile Internet to drive products and services to market, create brand awareness and optimize ROI. Conversions, according to Newari, vary by 1%-7%, depending on website, while post click-through conversions of 5%-20% become achievable deploying mobile in advertising campaigns.

Listen to an eye-opening podcast with mKhoj’s Naveen Tewari as he explores the power of mobile advertising networks to maximize both advertiser and publisher profitability.

Links to the podcast:

mKhoj Case Studies
“Mobile, the Most Engaging Mass Media” (mKhoj blog post)
Publisher Advantages of Mobile Ad Networks
Advertiser Advantages
Naveen Tewari (Futher Information)
MobilOpen International Mobile Group

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