When big brands such as Unilever consider mobile advertising as a core marketing strategy, you know that the medium has arrived. Vserv.mobi, one of the biggest player in global mobile advertising, claims to have seen a triple growth in its client portfolio of advertisers and brands in the Indian and South East Asian markets in the last 12 months.

One of the prize catch clients for Vserv.mobi is Unilever, which has mandated the mobile advertising specialist for its various campaigns across the region.

vikas gulati

Vikas Gulati, VP (Southeast Asia), Vserv.mobi

Vikas Gulati, VP for Southeast Asia, Vserv.mobi, in an exclusive chat with e27,said, “The Southeast Asia region has been exhibiting the right mindset towards the mobile medium, both from the consumer and marketer’s point of view. According to Interactive Advertising Bureau (IAB) — an advertising business organisation focused on developing industry standards, conducting research, and providing legal support for the online advertising industry figures — APAC contributes about 36 per cent of the global mobile advertising industry,”

Quoting industry estimates, Gulati added that mobile advertising will contribute US$24,908 million approximately to the overall media ad spends in 2014. Meanwhile, the whole mobile spending is estimated to hit nearly US$15.82 billion, representing a whopping 79.7 per cent year-over-year increase.

“Even though currently mobile ad spends in the Southeast Asian region are modest, we are highly positive of the future,” he added.

One of the successful campaigns carried by Vserv.mobi is the mobile initiative for Sunsilk Black, which targets Indonesian young females. Gulati also made special mention of the Pond’s Gold Radiance day cream campaign in India. The campaign, according to Gulati, received 1.6 million impressions in seven days.

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Gulati said that Vserv.mobi’s clients are spread across sectors and categories. “Not only FMCGs such as Unilever, but also local enterprises, retailers, and event local restaurants are joining the mobile bandwagon. Today, the key categories adopting mobile advertising include CPGs, telcos, mobile handset manufacturers, lifestyle, education and automobile,” added Gulati.

As per industry reports, mobile subscribers are growing four times faster as compared to the global population today. GSMA (Groupe Speciale Mobile Association, a global body that works in the interest of mobile network providers) predicts mobile users to reach 9.2 billion by 2017 and mobile broadband users to reach 5.1 billion. The big insight is that APAC will add nearly half of it to the new connections predicted.

Gulati believes mobile advertising will be the future of marketing as brand custodians and customers continue to evolve. “Emerging markets are clearly going to be primary contributors in this growth with constantly growing economics, increasing economic cooperation across ASEAN, growing mobile internet penetration and increased importance of mobile devices,” concluded Gulati.

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