Based on "For Mobile Devices, Think Apps, Not Ads" by Sunil Gupta

1. MOBILE ADS

2. Integral part of various companies’
communication strategies

3. Represent the state of art in
mobile advertising

4. BUT

5. They don’t work!

6. WHY ??

7. People don’t like them

8. 4/5 people say that mobile ads
are unacceptable

9. There’s no right side

10. Ads pop up in
unexpected places

11. The fat finger effect

12. Many of the taps on an ad are
inadvertent

13. They are balky and Lilliputian

14. Can barely accommodate 5 words

15. If ads won’t then
what will?

16. APPS

17. Consumers don’t perceive apps as
intrusive advertising

18. They value them for their
functionality

19. Users spend 82% of their mobile
minutes with app.

20. BUT
(Again !!)

21. The marketing real estate on user’s
mobile screen is constrained

22. Then how to
SUCCEED ?

23. Add convenience

24. Apps function more
quickly and smoothly

25. Customers prefer apps over desktop
computers or mobile browsers

26. Offer unique value

27. Mobile users don’t want ads; they want
apps that deliver unique benefits

28. Provide social value

29. Social media apps struggle to monetize
their user base through advertising

30. Offer incentives

31. Short-term promotions and other
incentives to entice customers

32. Entertain

33. Smartphone users spend more than
40% of their app time playing games

34. Apps are not only the most effective
way to reach mobile customers

35. They are also more cost efficient
than traditional ad-campaign

36. “Marketers will get better results by
communicating with consumers in a
format that enhances their lives and
offers long term value”

37. DISCLAIMER
"These slides were created by Kartik
Bhargava, as part of an internship done
under the guidance of Prof. Sameer Mathur
(www.IIMInternship.com)"