Vserv.mobi launches search-intent mobile ad platform
By Digital News Asia May 1, 2014
- Company expects by next year, 70% of traffic on e-commerce sites to come from mobile
- New ad format combines power of search and mobile ads, leverages deep linking too
MOBILE advertising exchange Vserv.mobi has launched Search Intent Ads, a new advertising format that it said integrates the power of search into mobile ads.
This format is designed to help marketers attain relevant consumers and facilitate their buying decisions via a seamless in-ad search strategy, the company said in a statement.
Search Intent Ads are enabled via full-screen mobile ads on the Vserv.mobi exchange across 150,000 apps and sites. The ad format will leverage user intent and deep linking to drive relevant consumers to the right purchase funnel, the company claimed.
Propelled by the growing prevalence of smartphones, tablets and other mobile devices, emerging markets like India and South-East Asia experienced a doubling of mobile data traffic in 2013.
Mobile shopping has created a strong influence on the e-commerce sector, and mobile searches have been effective in helping consumers make crucial purchase decisions swiftly, Vserv.mobi said.
Studies show that 75% of mobile searches lead to follow-up actions such as purchases and word-of-mouth sharing, it said.
Search Intent Ads allow e-commerce players to leverage this growing consumer reliance on mobile Internet use by offering consumers a fast, easy and engaging brand experience by searching for products on the mobile ad.
“E-commerce companies are constantly seeking effective ways to reach mobile users,” said Vserv.mobi cofounder and chief executive officer Dippak Khurana.
“Nearly 30% of traffic on e-commerce sites comes from mobile, and we expect this ratio to increase to 70% by next year.
“The Asia Pacific region is poised to become the largest regional e-commerce market in the world with expected annual sales to reach US$525.2 billion.
“We are excited to further boost this sector with the launch of Search Intent Ads on our exchange to help marketers engage highly relevant consumers,” he added.
“Search Intent Ads … by Vserv.mobi is a first-of-its-kind compelling mobile advertising solution that will help boost mobile enabled commerce,” said Rohit Dadwal, Asia Pacific managing director of the Mobile Marketing Association.
“The timing of this advertising format launch complements the growth of mobile media consumption habits evolving from mere browsing to interactive engagement,” he added.
The versatile Search Intent Ad format can be used by brands across all industries like banking, financial services, insurance, automotive and many more, Vserv.mobi said.
Segmented sections of the advertisements can provide quick access to popular product categories and can be customised to take advantage of current trends and special seasons.
By enabling, deep linking, brands can further re-engage, re-target and gain higher ROI (return on investment) from mobile ads. Click here to learn more.
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