Dentsu Digital Launches iButterfly, The Mobile Ads App

India currently ranks three in terms of mobile penetration. While the telecom market is brimming with smart phones and other handheld devices, innovation in this sector – both technology and marketing are reaching new heights. Just when the advertising space speculators thought that mobile marketing in India has reached a plateau, the market sees an upsurge as big international players scoot over to India to invest with their ideas and technologies. One such company is the Japanese mobile marketing expert Dentsu Digital. Dentsu has launched ‘iButterfly’ an augmented reality coupon entertainment app in India.

This app creates a virtual interactive environment using augmented reality, motion sending and GPS. Brands and advertising agencies can push their ads and promotional offers on to their target audience through this app which converts offers into virtual butterflies. These butterflies can be caught on mobile devices through motion sensed operation – like a swipe. Once trapped, these butterflies can be collected to be traded or redeemed at different valid stores.

This app would facilitate advertising for brands and independent stores. This app is not just a promotional platform; it is also an interactive entertainment zone. When people see various kinds of butterflies flying around (on their devices), it is bound to attract their attention. Each butterfly is ingeniously designed according to the offer.

The Mobile Marketing Association (MMA) has released the first mobile advertising spend report for India, which estimates the size of the current spend at Rs 180 crore, and is expected to increase by 40% in the next 12 months. Majority of the market is held by companies like Google and Facebook and Twitter and there are hurdles when it comes to targeting the content according to the audience and their estimated tastes. This app solves the problem of multi-campaign and multi-branding to a group of assorted individuals.

With the rise of smartphone users, innovations like these will hit hard. It is estimated that mobile internet use will surpass the PC internet use by the end of 2015. Display, search and SMS are the key drivers contributing to mobile advertising spends in India, and will help drive the growth of the medium and ad spends to Rs 250 crore. For customers today, it’s all about the power of immediacy and instant gratification, and this app marginally solves the dilemma of relevancy of a particular brand against another for a customer.

The app is available for iPhone and Android.

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