Marketing in India: A Mobile Market Demands New Methods of Measuring Success - eMarketer
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eMarketer Interview

Marketing in India: A Mobile Market Demands New Methods of Measuring Success

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An interview with

Vikas Gulati

Managing Director, Asia-Pacific, Opera Mediaworks

Topics: Advertising

Interview summary

Opera Mediaworks is a mobile advertising and marketing platform, serving the needs of India’s mobile-first market. eMarketer’s Rahul Chadha spoke with Vikas Gulati, Opera Mediaworks’ managing director of Asia-Pacific, about the leapfrogging of static display ads in India, as well as the need for advertisers to embrace new metrics to better understand the impact their campaigns are having.

Interview

eMarketer: What is the state of digital advertising in India?

Vikas Gulati: There’s still a lot of room to grow when it comes to digital advertising expenditure. It’s growing superfast. If you look at the top five or top 10 markets in ad expenditures, it’s definitely one of the fastest-growing markets out there.