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We know advertisers are constantly looking for ways to improve ROI and conversions. Here at AdMaven, we offer you many different and innovative ad formats. This time, we’d like to talk about one marketing channel that is slightly lesser known - mobile Value-Added Services (mVAS) - a powerful, yet often underutilized sector that presents significant opportunities for advertisers to engage new customer segments and drive substantial conversions.
What are Mobile Value-Added Services?
mVAS are services offered to mobile users beyond standard calls and SMS. These are engaging, often subscription-based features and functionalities, that rely on the fact that we all use our phones for a lot more than just talking and messaging. For advertisers, this translates to a highly targeted audience actively seeking solutions and content, making it an ideal environment for delivering compelling campaigns. Essentially, mVAS allows you to reach users actively engaged with relevant content and services, not just passively viewing ads. It’s a great lead generation tool.
- Content-Based Services: Ringtones, wallpapers, mobile games, news alerts, e-books, and video streaming platforms, allowing advertisers to target specific demographics with content promotions.
- Information Services: Weather updates, stock quotes, traffic reports, and sports scores - all the real-time informational needs.
- Entertainment & Social: Mobile gaming platforms, social networking features, chat services, and dating apps.
- Security & Productivity: Cloud storage, antivirus software, and task management solutions.
- Health & Fitness: Calorie trackers, workout guides, and health reminders - all opportunities to promote related products and services.
- Financial Services: Mobile banking alerts and payment gateway ads.
How mVAS Work and how they Convert
The beauty of mVAS is that it’s a natural part of the mobile ecosystem, so the user enjoys a smooth process and the conversion is better because of that.
- Targeted Ad Placement: Advertisers can promote mVAS offers via diverse channels, including in-app ads, web banners (integrated into publisher sites), SMS promotions, push notifications, and direct placements within mobile apps. You can really pick and choose your preferred ad delivery and micro-segment your audience.
- Direct User Engagement: Clicking on an ad leads the user to a dedicated landing page or app, showcasing the value proposition and encouraging subscription or purchase. This direct interaction allows for immediate conversion tracking.
- Simplified Payment Processing: mVAS often leverages direct carrier billing (DCB), so the cost is added directly to the mobile phone bill - no credit card is needed and it doesn’t “feel” like a purchase. Alternative payment methods include SMS/Pay, and PayPal.
- Service Delivery: Once purchased or subscribed to, users access the mVAS via dedicated mobile apps, web platforms, SMS alerts, or a combination of channels.
The Advantages of mVAS for Advertisers
Advertisers can use mVAS to connect with users actively seeking specific content and services, which means your ads are more relevant and more appealing.
Better Conversion Rates: Payment methods like direct carrier billing (DCB) make the user “forget” they’re paying for the service, leading to higher conversion rates compared to traditional e-commerce.
Diversified Advertising Channels:Including in-app ads, web banners, SMS promotions, and push notifications.
The users are actively participating in these subscription-based services - they are searching and willing, and have the intent to buy or subscribe. mVAS also offer Better lead generation and ROI.
The Data Behind the mVAS Market
The mVAS market is not a niche sector - it’s a massive global industry with considerable growth potential. The Mobile Value Added Services (MVAS) Market was valued at USD 1.09 Billion in 2024 and is projected to reach USD 3.87 Billion by 2031.
The mVAS offerings typically have high engagement rates. The GEOs are also interesting. In many regions, particularly in developing nations, mobile phones are the primary gateway to the internet, making mVAS a valuable tool for reaching a vast and largely untapped audience.
With the ease of direct carrier billing, mVAS often has strong conversion rates compared to traditional e-commerce transactions, allowing you to achieve a higher ROI on your advertising spend.
Typical mVAS Offers
- Mobile Game Subscriptions: These are usually offered via targeted campaigns inside mobile gaming apps, promoting in-app purchases or game-related offers.
- Premium Content: Upselling users that are interested in specific content, promoting related products or services.
- Informative SMS Alerts: Real-time news, weather, and sports updates, with targeted advertising based on their interests.
- Wellness & Fitness Programs: Fitness plans, nutritional products, and health resources.
- Dating and Social Apps
