PHILIPPINES, APRIL 15, 2011 – Being the texting capital of the world does not only display the Filipinos’ love for sending billions of messages a day but may as well be a spark billions of pesos in advertising revenues, says Fabrizio Caruso, VP Business Development and GM, Asia Pacific, Out There Media (OTM) Asia Pte Ltd.
As a result of the trend viewed during the previous year where 2-3% of the total advertisement spent was shifted from traditional marketing to mobile, Caruso predicts that in three to five years mobile marketing will be a dominant medium in the Philippines.
Compared to other media, mobile media create a space where accuracy and range are both achieved efficiently contributing to the success of mobile marketing in the country.
“Take for example, placing a TVC on a specific time slot. You are being assured by the network (through prevailing ratings) that millions are viewing your ad. However, you are not sure if you were effectively able to talk to your target as compared to the capabilities of mobile marketing, which narrows your audience to the specific demographic which you aim to reach,” explains Caruso.
Also, the willingness of the brands and agencies to shift and utilize the power of mobile marketing is a factor in the success of the said medium. Agencies are adopting the digital trend, with dedicated teams taking care of the mobile and online media. Caruso cites an agency with its own mobile team, though it usually falls under digital.
“Mobile advertising in the Philippines will become more relevant as brands start to shift budget to mobile advertisements. That companies that never have done mobile before commit with us and spend a large share of their digital budget on mobile is something,” added Caruso.
Not only are advertisers starting to jump in but also consumers have shown their willingness to receive advertisements through their mobile phones.
Caruso’s Out There Media, which has been expanding in Asia, targeting Southeast Asian countries such as Malaysia, Indonesia, and the Philippines launched in partnership with Globe Telecom the “My Rewards, My Globe Plus” program last year. An extension of the network’s loyalty program, it enables subscribers to choose from a wide array of rewards items that they can avail of using the points they earn with every reload and with every ad they view. Redemption items include free text messages and call minutes, gadgets and even trips to local and foreign destinations for heavy mobile users.
In just six weeks, one million subscribers opten into the program, an unprecedented number in OTM’s history in the region.
“The previous year was a turning point for OTM and it proved that we are way past the education stage. We are already in the commitment stage,” comments Caruso.
Mobile marketing is open to all entrepreneurs, not only to large FMCG’s, though the misconception that mobile advertising is expensive and needs a big initial investment prevails.
“Mobile marketing is a very measurable kind of media and must be taken advantage of everyone as it opens a very wide gate of opportunity for entrepreneurs,” ended Caruso.
