Case Study: Airtel Chooses Enpocket to Launch One of the First Mobile Carrier Advertising Initiatives (Enpocket) | MMA Global

Case Study: Airtel Chooses Enpocket to Launch One of the First Mobile Carrier Advertising Initiatives (Enpocket)

August 14, 2006






Case Study: Airtel Chooses Enpocket to Launch One of the First Mobile Carrier Advertising Initiatives

Objective:
With analyst estimates forecasting mobile marketing potentially reaching $3 billion by 2010, mobile operators are well-positioned to be at the forefront of this marketing medium.  Airtel, India’s leading provider of telecommunications services with more than 18 million subscribers, sought to take advantage of this significant market opportunity and turned to Enpocket to provide mobile advertising solutions on the Airtel network.

Enpocket’s Solution:
Enpocket is providing Airtel with ad serving technology for the mobile Internet via the Enpocket Marketing Engine, the world’s most widely-used mobile marketing software.  The Enpocket solution enables Airtel to offer turnkey mobile advertising opportunities and mass reach to brands who wish to target India’s high-value wireless customers.

Advertisements on Airtel Live! are in the form of graphical or text banners.  Advertisers have several options for delivering a mobile “call to action.”  For instance, when a mobile consumer clicks on an ad, the user may initiate a phone call to a brand, trigger a return IVR call, download mobile content, automatically opt-in to  an SMS or email database, or go to a promotional mobile Internet site to learn more.  Airtel Live! gives advertisers a convenient way to reach a major cross-section of the country’s population, including its most desirable demographics.

Enpocket’s sophisticated campaign management and advanced targeting help make Airtel a one-stop shop for advertisers in India trying to reach millions of mobile consumers.

Results:
Early results from the Enpocket-powered Airtel Live! program show that Airtel’s clickable ads are delivering advertisers lead generation that is up to six times higher than other media. 

For instance, a large international airline utilized the Enpocket-powered Airtel Live! ad network to promote the airline’s special summer fares for Web bookings, with location-based discounts served to mobile users based on their gateway cities.  After just three days, the campaign generated 32,000 clicks to the airline’s microsite.

In another mobile internet ad campaign for a major bank, the Enpocket Marketing Engine gathered details of respondents, generating thousands of leads at a seven percent click-through rate. The banner campaign was featured on the Music Zone page of Airtel Live. 20 percent of users who visited the microsite submitted details for call back.

Airtel is learning that mobile content providers may be the biggest beneficiaries of mobile advertising with click-through rates frequently as high as 20 percent in response to banner ads for mobile consumables.  The response data shows that mobile display advertising enables discovery of content and is immediately actionable.

The mobile Internet advertising initiative at Airtel is among the first in the industry, and Enpocket is helping Airtel blaze a trail into the mobile medium while building a substantial revenue stream from advertising.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />