Globe: Mobile phones improving momentum as new advertising medium

MANILA, Philippines - As the advancement and popularity of mobile technology continue, modern mobile devices are predicted to revolutionize the advertising industry.

“The mobile phone has clearly taken great prominence in the human value chain. Time Magazine’s Mobility Poll revealed that out of 5,000 respondents across 8 countries, 68 percent sleep with their mobile phones next to them, and 66 percent would rather take their mobile phones to work instead of lunch,” said Globe Telecom's Chief Executive Officer Ernest Cu.

Cu expressed bullish prospects about the growing ubiquity of mobile phones in the Philippines, with mobile set to change the landscape of traditional advertising in the country.

As the keynote speaker at the 2012 Mobile Marketing Conference of the Internet and Mobile Marketing Association of the Philippines (IMMAP), Cu cited the strong potential of mobile as an effective medium for brands to reach target audiences.

“Mobile technology has definitely changed the way brands talk to their consumers. Because it’s so personal and powerful, it enables the unique efficiency of reaching out to very precise target markets with mobile advertising-driven campaigns hinging on the capability to profile customers and touch them directly,” Cu said.               

The Globe executive said that in the Philippines, nine out of 10 people own mobile phones, putting mobile phone penetration at its highest peak compared to any other form of medium such as television.

“Indeed, mobile is the way to go to connect with and engage today’s consumers, as well as to create a rich consumer experience that goes beyond traditional marketing,” Cu said.

He added that the use of mobile as a channel to communicate with a target market pushes brand activation to the limits of a consumer’s imagination, citing augmented reality as an effective platform to bring advertising campaigns to life.

Cu also said that mobile advertising opens creative corridors for dynamic and more compelling content, capitalizing on strong visual stimulation to entice consumers further. Lastly, Cu hyped the interactivity that mobile encourages, allowing consumers to instantly send feedback, making the retail experience more relevant and meaningful.