Addressing Mobile in Emerging Markets: Lead or Be Led

The adoption of mobile technology in emerging markets has been impressive and revolutionary. For many people, it is their first and only screen into the rest of the world. Only once in a decade do you see a platform-driven opportunity such as this one to leapfrog the competition and gain significant mindshare.

For advertisers, it represents a powerful once-in-a-lifetime opportunity to position and lift your brands, products, and services. History saw a shift like this when consumers first moved from print consumption to TV. And today, with mobile, we have a similar if not even bigger opportunity.

Eighty-one percent of metro and 87 percent of non-metro survey participants identified mobile devices as their go-to source for content, according to a recent study by global marketing and research firm Millward Brown.

Mobile video is at the forefront of this cultural shift, as people continue to say it is both their primary way to view videos, and their preferred way.

In a recent global survey, 67 percent of 12,000 respondents said they prefer mobile as their primary method for watching their favorite movies, music videos, and TV shows. And 81 percent of those respondents were from emerging markets of India, the Middle East, and Southeast Asia.

As you might expect, the younger generation is the quickest when it comes to embracing mobile, but even when you look at adoption rates and survey results from women and non-urban survey respondents, all of the numbers continue to improve regularly and show an ongoing desire for more mobile video and better delivery options.

So, the question is no longer if it will happen, or when it might occur, but whether you are ready to step up your marketing efforts today and help shape this new and exciting market. The only question you need to ask yourself is whether you want to lead or be led. If you wait too long to answer that question, your decision will be made for you.

Mobile Video Is the Universal Medium

Everyone watches mobile video. They are doing it on smartphones and they are doing it on feature phones. Earlier this year, Cisco reported that more than two-thirds of the world’s mobile data traffic will be video by 2018.

People are glued to their phones watching cricket, Bollywood movies, behind-the-scenes bonus clips for films, and comedy clips. Video ads provide better brand recall and are 27 times more likely to garner click-throughs than banners.

Innovative brands that act now on mobile video advertising will have an opportunity to lead due to the “first mover advantage” in emerging markets while the competition will have no other choice but to follow and play catch-up.

The Advantage of Recognizing Regional Trends

However, it’s important that marketers not only act quickly but with a deep understanding of regional trends, because while mobile video is universally enjoyed, there are many factors to consider. In places like India – the fastest-growing mobile market in the world – consumers are spread across multiple devices, regions, and demographics.

Understanding each target audience and their habits is key to crafting an effective campaign.

For example, while mobile consumers in India may be predominantly young, urban and male, it is female viewership that is growing in non-metro areas, outpacing their urban counterparts three to one, according to Millward Brown.

Also notable is that non-metro consumers are more likely to have inexpensive phones and slower internet connections, the study found, so advertisers need to ensure that they engage with a mobile video advertising partner that can deliver the same quality brand experience regardless of the end user’s device or connection speed.

Make Sure You Are Speaking the Right Language

Once you recognize regional trends and can use them to your advantage, it’s also important that you speak the language of your target audience and I mean this quite literally.

India is home to numerous languages such as Hindi, Kannada, Tamil, Telugu, and Malayalam. Running a campaign that speaks directly to each of these populations is a powerful way for brands to connect with consumers.

For some forward-looking brands, investing in mobile video ads across different languages is paying off. This is for all kinds of brands from Mountain Dew to one of the largest telco operators.

In summary, mobile video advertising holds incredible potential for marketers looking to bring their brands into new emerging markets and reach the masses. Having knowledge of regional trends is a huge competitive advantage.

And last, but not least, you need to speak the language of your consumers, literally, to make sure they are responding to your message.

So, the market is ready for your brand, are you’re ready for it? Lead or be led. The choice is still yours, for a little while longer.