More firms to spend on mobile advertising

MANILA, Philippines – Companies are expected to put more focus on spending for mobile advertising in the next five years in anticipation of the continued uptick in smartphone use. 

Internet and Mobile Marketing Association of the Philippines (IMMAP) president Margot Torres said many firms are seen to give more importance to mobile in terms of digital advertising amid growing smartphone use.

Of the total budget for digital advertising in Asia last year, about 15 to 20 percent went to mobile, Torres said.

The share of mobile in digital advertising spend is seen to change drastically particularly in the Philippines, where smartphone usage continues to climb as handsets become more affordable. 

“We are a mobile first country. Over 40 percent are smartphones so lots of opportunity to contact the customer,” Torres said. 

Companies are likely to spend more on video ads on social media channels such as Facebook, Instagram and Twitter, as well as on messaging apps to promote their products and services as the platforms continue to gain popularity among smartphone users.

“Where consumer goes becomes part of what you would project for the future because consumption is increasing,” Torres said. 

As digital technology continues to change the way of doing business, IMMAP wants to help firms understand the rapid changes taking place and determine the approach to take.    – Louella Desiderio