Schedule a Demo
Does My Company Subscribe?
Vice President, Global Head of Marketing, InMobi
Mobile-focused advertising network InMobi recently launched a slate of advanced video ad formats for advertisers targeting smartphone users in India. The move underscored how important rich media ad formats have become in the maturing market. eMarketer’s Rahul Chadha spoke with Arun Pattabhiraman, vice president and global head of marketing for InMobi, about the evolution of India’s mobile-first ecosystem, and what advertisers need to focus on to connect with consumers there.
eMarketer: How would you describe the overall state of the online advertising market in India right now?
Arun Pattabhiraman: Compared to developed markets such as the US or even more advanced Eastern markets like China, India is at a nascent stage. If you look at the overall contribution of digital to the media spend, it’s significantly lower in India. TV and newspapers continue to be the dominant mediums for advertising, with digital contributing only about 12% to 15% at the most, and about 30% of that range goes to mobile.
Actions Taken by Mobile Ad Executives Worldwide in Response to Concerns About the Amount of Mobile Ad Fraud, Oct 2017 (% of respondents)
Primary Method Used by US Digital Publishers to Sell Digital Media Inventory, Summer 2017 (% of respondents)
Requirements for Participating in Guaranteed-Revenue Contracts According to US Digital Publishers, Summer 2017 (% of respondents)
Benefits of Guaranteed-Revenue Contracts According to US Digital Publishers, Summer 2017 (% of respondents)
Challenges of Selling Digital Media Inventory on Open Exchanges According to US Digital Publishers, Summer 2017 (% of respondents)
US B2B Digital Advertising: An eMarketer Forecast, and Three Factors Affecting Growth
Digital Ad Pricing StatPack: Programmatic Display CPMs and Pricing Trends
Why Few Publishers Build Data Businesses
For Ad Buyers, a Tale of Two Identity Graphs Emerges in 2018
Most Marketers Are Integrating Data Across Their Tech Stacks
Half of Advertisers Say Ad Spend Won't Drop Even if Fraud Issues Persist