Mobile as a Futuristic Advertising Medium in India

Aim: To explore the potential of mobile advertising in India.

Duration: 8 months (Fall 2007 - Winter 2008 | IITG, India)

Collaborators: Aditya Saxena

Methods Used: Literature Research, Interaction Flow Diagrams, Interface /Visual Design, Heuristic Evaluations, Interviews, Focus Group, Contextual Enquiry, Persona Creation, Scenario Analysis, Story Boarding, Wireframe modeling, Lo-Hi fidelity prototyping.

Project Brief: The objective was to lay guidelines and principles of advertisement design for small screens which can serve in structuring brand marketing policies for organizations in this fast-growing mobile world.

Design and Methodology:

We tried to find the issues in sending large screen ads (existing in market) to small screen device (like mobile, PDAs) directly. Apart from visual defect, there were problems like vague focus area, information overload and lack of product focus.

We conducted interviews and surveys to find out prevalent mobile usage pattern in India. We analyzed and consolidated our results with the surveys conducted by other agencies in past, to get a bigger perspective.

After studying different M-ads like SMS, MMS (picture ads), URL Callback, M-mail, Banner ad etc, we broke down the present advertising system to understand the flow and flaws with respect to small screen advertisement.

Deliverables: Case studies of existing m-advertisement systems, comprehensive testing results of the prevalent m-ads, design management guidelines along with graphic design principles to the probable m-advertising players making the scenario much more clear and direct. A new Mobile advertising system was conceptualized and documented.

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