MAM
The cell phone user as consumer – an advertising perspective
It is not just the media companies who are eyeing the consumer through the mobile phone, it would seem.
Advertisers have long had their eye on the cell phone owner and found him receptive and willing to messages sent. Intellect, the Research and Technologies Unit of Lintas Media Services in association with Interactions, Lintas Media Services, conducted an extensive research that probes the psyche and the demographics of the SMS marketing 
consumers. The study, conducted in February 2004 covered the SEC A segment of Students and Working Executives/ Businessmen in the top 4 metros – Mumbai, Delhi, Kolkata and Chennai.
These are their findings –
The aim of the study was to provide the advertiser with a constructive understanding of his consumer’s thought process, experiences, expectations and acceptance of SMS as a medium of brand communication. The study says that a huge potential exists as far as communicating consumers via marketing is concerned and this is evident from the fact that only 14 per cent of the respondents have been exposed to advertising through SMS. An untouched 86 per cent have yet to experience a brand communication on their cell phones. Of the ones that have been exposed to such a communication, about 97 per cent have read the actual message before deleting it, a favourable 36 per cent also acted on the message after reading it. This depicts the readiness of the respondents to be a part of the entire communication process.
Probing their openness to the idea of accepting brand communication on their cell phones, the respondents portrayed a very positive picture. 66 per cent are willing to accept advertising through SMS on their cell phones, the study says.
The willingness is more amongst students and the younger age group i. e 15-24 years than that amongst working executives and those in the higher age group. Males are more willing to receive marketing SMS than females.
Avoidance of SMS (termed as deleting the SMS without reading it carefully) is much lower for this medium compared to the conventional media. 32 per cent are in the habit of reading every SMS that they receive; another 53 per cent hardly ever or only sometimes delete the SMS without reading carefully. In a scenario where television, print, cinema, etc all have high ad-avoidance, this is a very critical media.
One more noteworthy fact stays that apart from e-mail, SMS is the only medium that allows Permission Marketing. While students are open to receiving advertisements through SMS anytime there is a promotion; male working executives/ businessmen between the group 35-44 are open to receiving advertising through SMS but only with prior permission being given.
The timing and frequency of reaching a consumer is very important for any communication planning and the study has explored these areas. About 30 per cent are open to receiving advertisements through SMS anytime there’s a promotion. 34 per cent prefer being asked before they are sent advertisements through SMS while 34 per cent prefer it not very frequently.
While, 17 per cent are open to receiving advertisements through SMS more than three or four times a week, on the whole, 86 per cent are open to the idea of receiving brand marketing SMS once a month and more.
There is no specific pattern to the timing desired by the consumers. Anytime between morning to evening is acceptable. This is so since finally, the choice of opening the actual message lies with the consumer. Over 66 per cent feel that they do not have to see or answer an SMS immediately when it is received.
Also read:
Wireless – the new Smart Money Spinner
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
