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Programmatic adoption is poised to grow to 52% in the next 24 months, according to research by Mobile Marketing Association (MMA) and GroupM.

The report titled ‘Mobile Ecosystem and ad-Sizing Report’ 2018 further highlights that the propensity for programmatic guaranteed is increasing in India and the penetration is set to grow from 6% to 17% by 2020.

Rohit Dadwal, managing director, MMA Asia Pacific, said: “Mobile Marketing is now a main stream advertising and marketing medium and it is imperative that we start to decipher the various parts of this burgeoning media. 

"We hope the ecosystem study would provide insights to marketers and the industry on the whole on the opportunity and will help in making the right investments for its continuing growth. “

The research also found that Reliance Jio and Micromax are leading the 4G feature phone space in India, while Xiaomi has become the most shipped smartphone. Reliance Jio has seen the biggest growth as it now has 18% of the total market within 1.5-2 years of its launch and has added 200 million users to the mobile ecosystem.

Meanwhile, mobile gaming is another aspect that will grow at a CAGR of 87% until 2020, crossing the $1bn mark. Also, social media and digital news has fostered the growth of vernacular language users in India which is set to grow 12x by 2020, compared to English with 2x growth.

Online video streaming platforms in tier two and three cities lead the vernacular content consumption and over-the-top (OTT) music receives 72% revenues of the Indian music industry.

Sam Singh, co-chair of Mobile Marketing Association India and CEO GroupM, said: “The number of smartphone users is expected to only go up and it just shows how much potential these digital screens have. Hence, we as marketers must understand various facets of mobile marketing. Times are changing fast and we want to enable marketers with the knowledge that can help them in a long run.”