Yutaka Kamoshita, project manager, global solution center, Dentsu Inc., is the ad agency’s mobile and digital marketing planner. Excited about India’s mobile phone boom and what that means for advertising, he said that non-intrusive, relevant advertising would be the way forward, in an exclusive interview with Hindustan Times.
The mobile phone is a personal medium. How do you get into this space with mass advertising, especially in a highly heterogeneous India?
Developments in this area in Japan, which can easily also be used in India with relevant localisations, could throw up some ideas. On the mobile platform, non-intrusive advertising is desirable. The idea of having a ‘separate mailbox’ for ad messages — which exists in Japan — could be implemented in India with an integrated effort by the ecosystem.
What if consumers don’t visit the ‘separate mailbox’ to see the ads?
Non-intrusive advertising means ‘pull’ advertising, which needs to be compelling to draw people's attention. In Japan, an instant noodle ad inside a comic magazine had the very last frame featuring a code. Users could capture the code to go to the advertiser’s mobile site to see what the last frame of the comic was and how the comic ended. In India, the code could be altered by using other methods such as SMS.
Why would mobile consumers be interested in even more advertising?
A factor that makes mobile advertising of ‘value’ to users is relevance. Customised or location-specific ad messages, relevant and of value, will work.