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March 12, 2013

Mobile advertising in India Yet to Show Traction

Mobile advertising faces many challenges in India - Economic Times: A combination of skittish consumers , lack of exclusive content and the high cost of internet-enabled phones and services are hampering the growth of mobile advertising in India. With three out of four users in the country expected to access the net through a mobile phone by 2015, advertisers , publishers and mobile technology ventures have been  waiting to see the Mobile Industry advertising to show scale .. which is yet to come

But with advertising spend lagging , it is scuppering the plans of many. "Most advertisers are only devoting an experimental budget to mobile advertising , the growth in revenue is not keeping pace with mobile internet penetration ," according to ,co-founder of Mobile 2Win , a mobile marketing venture . 

Industry estimates placetheshareof mobile advertising at a tenth of the overall digital advertising spend of $400 million (about Rs 2,180 crore ). For the dominant players this is a cause of worry . "Mobile is last on the mindset for most advertisers ," said Nitin Mathur, senior director and head of marketing (India and South Asia ) at Yahoo.

 Mostof the top advertisers in the country devote only 5% of their entire ad budgets for mobile ads say industry experts . "Even mobile phone makers , tablet manufacturers andtelecom operatorsset aside 7% of their ad budget for mobile advertising ,
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