Brands
Spends on in-app advertising to be $17 billion by 2018: Juniper Research
MUMBAI: The times are changing and so is advertising. Today, the line between traditional advertising and digital advertising is blurring. A new report, Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018, by Juniper Research has found In-app mobile ad spends will reach $16.9 billion by 2018, up from $3.5 billion last year.
According to the report, growth will be driven by several key factors including improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising.
Tablets close the adspend gap on smartphones
The report argues that while smartphones currently account for approximately 70 per cent of in-app ad spend, the growth in tablet users and usage would propel greater medium-term spend. It observed that tablet in-app ad spend would be further fuelled by the fact that CPMs (Cost per 1,000 impressions) are significantly higher than those for smartphones, particularly for rich media ads, which also have higher CPMs than static display ads. By 2018, the tablet/smartphone ad spend split will be almost 50/50.
Location, Location, Location
It also observes that although app downloads will increase exponentially to 2018, the majority of in-app advertising expenditure is likely to be spent on advertising with social mobile giants such as Facebook and Twitter. Nevertheless, report author Sian Rowlands remained optimistic about the opportunities for smaller developers: ‘As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilising location-based advertising to drive greater relevance. These new technologies and formats will benefit stakeholders across the mobile advertising value network.’
Other key findings from the report include:
• Global mobile ad spend will surpass $39 billion in 2018, up from $13 billion in 2013.
• Rich media ad spend will surpass display ad spend in apps by 2018, as more engaging ad formats see huge uptake.
• Advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the relevant app store.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
