Operators rake in the moolah on mobile ads

With the average revenue per user declining, operators are increasingly looking at ways to generate additional revenue -- mobile advertisements being one such option.

Mobile advertisements today are restricted to using short codes and integrating these into the other media like newspapers, TV and radio. But players are ready to move up the value chain.

For instance, Bangalore-based mGinger could well change the way mobile advertisements are being looked at. From being a nuisance, callers can now earn money when they receive advertisements. According to the company, a caller can earn anything between Rs 300 to Rs 1,600 per month.

The uniqueness about mGinger is that the caller asks for the type of ads they want and the time they want to see it. The site, still in its beta version, already has five advertisers.

This is simply a case in point. Apart from the usual means of placing ads in games (advergaming) or creating games for brands Rajiv Hiranandani, country head, Mobile2Win believes that WAP (wireless application protocol) sites can be leveraged for mobile advertisements.

"Millions of people visit WAP sites to download content. Like banners advertisement on online portals, which will click through to micro WAP portals of brands," he added. Mobile2Win will be launching content and business models in the first week of July that will target mobile advertisements through WAP sites.

Wrap-around ads in games is another mechanism wherein when the mobile game is getting downloaded "� the initial 30-45 seconds goes waste "� this can be an ideal real estate to air a 30-45 second brand commercial or a brand video.

Mauj is another player to target mobile advertisements through WAP sites. The company is already managing WAP sites for three service providers "� MTNL, BSNL and Idea. It also manages WAP site for brands like McDonalds, Lee and Wrangler.

Manoj Dawane, CEO, Mauj believes that though the WAP advertisement is still minuscule to other forms of advertisement it has the potential to explode. "Downloads through WAP sites are increasing 70-80 per cent per annum," said Dawane.

The demand for innovative modes of advertisement is coming from both brands and service providers who want to attract the lucrative market of 14-35 year-olds. Hiranandani, said, "Brands are coming to us and asking us to provide innovative means to attract customers. We are presently in talks with close to 35-40 brands, and agencies."

Moreover, Dawane feels other then music downloads, users are maturing and downloading subscription packs which allows them to use a particular number of product for a small amount or downloading WAP applications that will enhance a particular feature. Hiranandani corroborates: "Ad supported content will be the next big thing in the next 7-8 months."