01 June 2023 22:06



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As a small business owner, you understand that marketing is a crucial factor in the success of your business. However, traditional forms of marketing such as radio, print, and television ads are slowly becoming obsolete. The new frontier of digital advertising is mobile marketing. In today's digital age, mobile devices have become an integral part of our lives, and this has opened up new areanas for businesses to reach their target audience through mobile advertising. Mobile advertising refers to the use of mobile devices such as smartphones and tablets to advertise products or services.

With more than 5 billion mobile users worldwide, mobile advertising has become a powerful tool for small businesses to reach their potential customers. Mobile marketing utilizes technology such as geofencing to deliver ads to your customers’ mobile devices when they enter certain locations or search for specific keywords.

Here are several reasons why you should consider using mobile marketing for your small business:

Easy to Measure

Measuring the return on investment (ROI) of your marketing efforts is essential to determine their effectiveness in bringing qualified traffic to your website. Mobile marketing provides an advantage in tracking campaigns and obtaining ROI. This is because it allows you to track messages, calculate responses, and click-through rates easily. Small and medium-sized businesses can adapt quickly to the ever-changing demands of their customers, thanks to mobile marketing. This, in turn, enables them to remain competitive and enhance the user experience.

Increased Reach

Mobile advertising can help small businesses reach a larger audience than traditional advertising methods. With mobile devices, businesses can target potential customers anywhere, at any time. Mobile ads can be displayed on various platforms such as social media, search engines, and mobile apps, making it easier for small businesses to reach their target audience. Many consumers use their mobile devices every day to interact with ad-enabled experiences such as shopping, streaming videos, listening to podcasts, or playing games. According to a survey conducted by Statista in February 2021, about half of the respondents said they spend 5-6 hours on their phones daily, not including work-related smartphone use. Mobile advertising can help your brand reach audiences where they already are and through devices they are already using.

Location-based targeting

Location-based targeting is a powerful tool that enables businesses to target customers and prospects based on their location in real-time. While not a new concept, local businesses are increasingly recognizing the value of targeting people who are in the vicinity. Technologies such as geo-targeting and geo-fencing allow businesses to send messages or display ads to people who are nearby. For example, a restaurant could send current specials to a customer in the area.


Compared to traditional advertising methods such as television and radio, mobile advertising is cost-effective. Small businesses can create mobile ads at a fraction of the cost of traditional advertising methods. With mobile advertising, businesses can also target specific demographics, ensuring that their ad reaches the right people.

Increased Engagement

Mobile advertising can increase engagement with potential customers. With mobile devices, customers can easily interact with ads by clicking on links or calling the business directly. Mobile advertising also allows for personalized messages and targeted ads, increasing the likelihood of customer engagement.


Mobile advertising offers small businesses flexibility in terms of ad placement and duration. With mobile advertising, businesses can create and launch ads quickly and easily, and can also adjust their advertising campaigns in real-time based on their results.

In the end, if done correctly, mobile marketing has the power to help small businesses grow exponentially with minimal effort!


Authored by Sundeep Rana, Co-Founder NetSetGo Media



Broadcast Audience Research Council India (BARC), the world’s largest Television Audience measurement body, today announced the appointment of Ms Dolly Jha as its Chief of Product & Research.

Ms Jha is a Postgraduate in Management from IRMA and has an experience of close to three decades across KANTAR, ITC Foods & Nielsen. She comes with a rich experience across Consumer Research, Audience Measurement, Media Analytics, ROI Measurement and Innovation Research.

Dolly needs absolutely no introduction neither to the BARC Team nor to the industry at large. Prior to joining BARC India, she has been associated with Nielsen for 13 years where she has held multiple leadership roles. Her last role was as the Managing Director for Nielsen Media - India. At Nielsen, she led large Audience Measurement Mandates for multiple Industry Bodies. She has also steered the launch of various industry-first solutions in the Digital Measurement space in India. She has worked extensively with Broadcasters, Agencies and Publishers and strongly believes in an attitude of collaborative team spirit.

Dolly Jha on her appointment said, “I am excited to join BARC India as the Chief of Product & Research. BARC today runs the largest Audience Measurement system in the world. With all the experience behind me, I am looking forward to contributing to BARC by evolving the Measurement further to meet the growing needs of stakeholders.”

Welcoming Dolly, Nakul Chopra, CEO, BARC India said, “It is indeed wonderful that Dolly will join the BARC Leadership Team. As the Chief of Product & Research – she will expectedly bring immense value to our eco-system, both from the perspective of working back from our output, to improve input quality and, over time in helping build value added services that will benefit all our subscribers. Both these vital functions are new capabilities that we seek to add to BARC – given her vast experience, I cannot think of a leader more suited to this role. In her stint at Nielsen, Dolly has already deep exposure and understanding of what BARC does – I am confident that this will augur for an extremely fulfilling partnership. I warmly welcome her and look forward to working closely with her.”


Tuesday, 23 May 2023 00:00

India Digital Rankings for April 2023

Desktop: 6+ Home and Work, Mobile: 18+ Smartphone and Tablets iOS and Android

Wednesday, 17 May 2023 00:00

Mike Solomon Named CEO, PHD U.S

Mike Solomon will replace Catherine Sullivan, who is stepping down to return to the sales side of the business

PHD’s U.S. CEO Catherine Sullivan is stepping down and will be replaced by the Omnicom agency’s U.S. Chief Operating Officer Mike Solomon.

Catherine took on the position in 2020 after serving as chief investment officer for Omnicom Media Group North America. Prior to joining Omnicom, she was a senior VP of news sales at ABC. She is departing to return to the sales side of the business.

“Catherine led the evolution of PHD USA’s model and talent during an unprecedented time of disruption within the industry, with unwavering commitment to delivering better business outcomes for our clients,” said OMG North America CEO Ralph Pardo. “We are grateful for her many contributions to the company and look forward to watching her continued success in our industry.”

Catherine will stay in her role through the end of May and Mike will assume the role on June 1. Mike joined PHD in 2020 following 16 years with sibling agency OMD, where he worked with brands such as Bacardi and Clorox.

Mike also helped found and lead OMG’s Black Leadership Network, which is focused on creating diversity and inclusion and multicultural initiatives internally for talent as well as clients. The group also advocates for more inclusive investment strategies to increase diverse-owned media’s share of advertising spend. He currently acts as the network’s senior advisor.

“Mike’s record of leading iconic brands through transformation agendas, building talented teams and never straying too far from the work, will assure PHD USA continues to be a valuable and trusted strategic partner to our clients,” said PHD Worldwide CEO, Philippa Brown.

PHD is coming off a strong year. In 2022, the agency picked up $656 million in incremental billings, according to COMvergence. This includes wins such as Restaurant Brands International’s Burger King, Popeyes and Tim Hortons.

Fuelling the future of creativity and innovation for the advertising, media, and marketing fraternity with its theme ‘The Future of Creativity is Here’, Goafest 2023 unveils its stellar speaker line-up and the agenda for the festival.

The 3-day symposium will see over 60 prestigious Global and Indian speakers and performers across 20 power-packed knowledge seminars and 11 interactive Master-Classes.

The festival aims to create a platform of valuable insights spanning across creativity, brand building, the future of connected devices and cross-channel measurement, the evolving economy, the future of startups, the effectiveness of campaigns, and data-driven marketing.

Leading Global Advertising personalities like Nick Law - Global Creative Chairperson - Accenture Song and Ed Pank - Managing Director - WARC APAC will address the audiences. Besides this, iconic celebrities from Indian Sports and Bollywood like Harbhajan Singh, Tabu and Rana Daggubati will inspire delegates with their achievements and stories of strength.

The panels will see participation of leading corporate personalities like Hemant Malik of ITC Foods, Rohit Kapoor of Swiggy, Prabha Narasimhan of Colgate-Palmolive, Chandan Mukherji of Nestle India, Priyanka Gill of Good Glamm Group, Ravi Santanam of HDFC and Vipul Prakash of MakeMyTrip.

The sessions will also see industry stalwarts like Rajan Anandan of Sequoia Capital, Sam Balsara of Madison, Josy Paul of BBDO, Rohit Ohri of FCB, Anusha Shetty of Grey, Dheeraj Sinha of Leo Burnett, Vikram Sakuja of Madison, Subhash Kamath, Anupriya Acharya of Publicis, Tarun Katyal of Coto, Lata Venkatesh of CNBC TV18, T Gangadhar of Quotient, Aditi Mishra of Lodestar UM, Amin Lakhani of Mindshare, Mohit Joshi of Havas Media, Naveen Khemka of Essence Mediacom, Geet Lulla of Comscore, Pankaj Krishna of Chrome DM and Salil Kumar of ITGD sharing their invaluable insights.

The valuable sessions will be moderated by eminent personalities like Rajdeep Sardesai, Rajeev Masand, Manish Batavia and Anuradha SenGupta.

Special sessions curated by the Advertising Standards Council of India on Creator Calling Creator, by the IAA on Voice of Change on Gender Bias and Ad Asia 2023 Seoul Roadshow by AFAA will further enhance the experience.

Advertising Rocks - a unique industry initiative and Musical Contest, will further add to the width and depth of the festival.

The Masterclasses this year will include topics like ‘Media planning in a digital India’, ‘Driving Relevant Reach through Video’, ‘Communicators as storytellers’, and many more interesting workshops from AFAA, Flipkart, Vserv, and Convosight to name a few.

To amp up the entertainment quotient at the festival will be - Indian Singer, Composer, Performer Kanika Kapoor, Indian Playback Singer Papon, Indian Playback Singers Divya Kumar and Asees Kaur and Digital Creator & Stand Up Comic, Aiyoo Shraddha.

It doesn’t end there! To keep the party going, leading DJ artists - Suketu, Savio and DJ AJ will keep the After Hours Party mood on.

Link to the agenda: https://www.goafest.com/goafest2023/event-schedule.php

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