[6 June 2013] For decades, advertisers have devoted a bulk of their spending to primetime radio and television spots to reach the largest possible audience. But with the rapid rise in mobile phone usage globally, advertisers no longer have to wait for their target market to go home and turn on the TV to get their message across.
Emmanuel Lorenzana, CEO-TV5 and former EVP and wireless consumer division head at Smart
For decades, advertisers have devoted a bulk of their spending to primetime radio and television spots to reach the largest possible audience. But with the rapid rise in mobile phone usage globally, advertisers no longer have to wait for their target market to go home and turn on the TV to get their message across.
“Prime time is now more than just a time slot. Because mobile phones are like body parts that people can’t live without, it’s prime time all the time,” said Emmanuel Lorenzana, former Smart Communications, Inc. (Smart) executive vice president and current TV5 CEO, during his keynote speech at the first CMO Mobile Summit held recently in Taguig City.
Lorenzana said mobile advertising allows businesses to target the right audience, talk to them at the right time, and engage them with the right offer.
“Mobile has changed the way we live our lives. It will also have profound effects on the way we do business,” he said.
Lorenzana shared that Smart Communications has launched a mobile advertising division called Smart Ads to help brands engage their target market everywhere, anywhere, and anytime.
With Smart Ads, companies have the potential to reach about 72 million mobile phone users, Lorenzana said. This early, about 12 million Smart subscribers have opted into profiling and mobile advertising. The figure is continuously growing. Majority of subscribers are open to receiving mobile advertisements.
Aside from giving brands a wide and targeted reach, mobile offers deeper audience engagement, said Smart Digital Head Leah Besa-Jimenez.
The medium delivers more than awareness. It drives brand experiences and creates opportunities for consumers to socialize with brands. Mobile is in every step of the whole purchasing cycle,” she said.
Besa-Jimenez shared cases that delivered on the promise of mobile advertising, using location-based ads, eCommerce, branded experience, relationship-building, and multiscreen interaction.
She cited Coca-Cola’s “Chok Chok” campaign in Hong Kong, which encouraged people to download a mobile application, wait for Coke’s TV commercial at 10 p.m. every day, and “chok” or swing their phone to “catch” bottle caps shown on the TV screen to get prizes.
The campaign demonstrated how mobile can be easily combined with traditional and online channels to get maximum impact. The Coke video, which was also shown in theaters and was uploaded on YouTube, garnered more than 9 million views.
Smart is in a good position to pursue this media convergence strategy, given its synergies with the rest of the PLDT group which includes TV5 and Sun Cellular. Lorenzana said that because content is now consumed on multiple screens – from TV to mobile devices and desktop computers – the potential audience base of mobile advertisers is significantly expanded to include both TV5 viewers and the 72 million “eyeballs” from Smart and Sun.