Globe unit pitches mobile advertising to companies

By Lawrence Agcaoili, The Philippine Star

Posted at Jan 21 2013 09:27 AM | Updated as of Jan 21 2013 05:27 PM

MANILA, Philippines - Mobile content provider Entertainment Gateway Group (EGG), a wholly-owned subsidiary of Ayala-controlled Globe Telecom Inc., is urging multinational companies and conglomerates to take advantage of mobile advertising that has a 95 percent market reach.

EGG head of mobile advertising sales Kathy Alejar said mobile advertising is the way to go particularly for businesses that focus on increasing their share in their industry’s target market pie.

“For these businesses, competition is ever cut-throat. Their marketing blueprint must not only be carefully planned; it must be backed by measurable results that will clearly guide them in navigating their game plan and aiding informed cost management that delivers profit, which is the bottomline goal,” she stressed.

She said companies whose goal is to be the top-of-mind brand in their target market’s consciousness could not afford to miss out in the fast-developing marketing platform dubbed as mobile advertising with practically every Filipino owning a cell phone or a tablet.

Data showed that there are now 90 million mobile phone subscribers in the Philippines with 20 percent or about 19 million browsing the internet via their smartphones. As a subsidiary of Globe, EGG has a ready and handy base of over 30 million subscribers.

She added that mobile advertising offers endless possibilities as it could be used to mobilize various business functions such as recruitment, purchase, promotion, engagement and content delivery. It also evens the playing field for all types and sizes of businesses because it is flexible, cost-efficient and market-targeted that garners it a proven response rate far higher than industry rate.

Alejar pointed out that the company’s portfolio of mobile advertising products and services could help businesses leverage on the rapid growth of mobile Internet access and the sweeping success of mobile advertising reach.

She added that businesses should take advantage of cutting-edge mobile advertising platforms, bringing about a fundamental change in the way they strategize their marketing operations and run their business in general.

“More importantly, mobile advertising maximizes their marketing communication budget and promotion investment,” she noted.

Studies showed that mobile advertising that has 95 percent target market reach compared to only 66 percent of tri-media has a far bigger average response rate.

For one, text-based ads have five percent response rate while rich media display ads garner an eight percent response rate.

Alejar said millions of people have come to rely on their mobile phones and devices for quick access to a variety of information such as news, data and real-time updates with the increasing ownership rate of smartphones and feature phones as well as the rapid acceleration of internet usage and speed of access both in paid and free public hotspots.