NEW DELHI: Indian publishers will benefit from providing content directly to mobile users, so catering for growing demand for localised content while also tapping into a huge market of non-English speakers, a leading industry executive has predicted.

In an interview with exchange4media about developments for the mobile advertising industry in India, Narayan Murthy Ivaturi, director of global sales and strategy at advertising exchange, said he expected the "appification of localised content will rise rapidly" over the next 12 to 18 months.

Apps that provide regional, localised and personalised content could be produced for a particular location or language, he said, meaning publishers who have not so far moved their content to digital will be able to "leapfrog" the online medium and send it direct to the country's growing number of mobile users.

He said India is currently seeing roughly 100m app downloads every month while the number of mobile internet users in the country will reach 185m by June 2014.

But this will grow significantly over the next few years and Ivaturi expected app downloads to grow at a compound annual growth rate (CAGR) of 75-80% to roughly 9bn by 2015.

An increasing number of mobile developers will adopt ad-enabled free apps to encourage app downloads, he said, and this in turn will enable advertisers to display effective ads in rich media formats, such as video and HTML5.

User information will also help mobile advertisers identify location and ensure their ads go to the right user at the right time, he forecast.

"Marketers will use context to connect with consumers based on who they are, where they are and what they may actually want at that specific time and place," he said.

"Physical behavioural context, such as driving, walking, will help brands engage customers through personalised ads," he added. "Publishers will follow the growing demand and developers will make apps which contain specialised information for a particular location."

Data sourced from exchange4media; additional content by Warc staff