Online and Mobile Advertising Gains More Clout

Manila Bulletin, April 15, 2010 | Go to article overview

Online and Mobile Advertising Gains More Clout


Online and mobile advertising is slowly but surely asserting its place in the advertising world forcing the traditional advertising agencies to embrace, otherwise become irrelevant, this new media to address a growing new market that is being created by the changing lifestyle of consumers.With this realization, the IMMAP (Internet and Mobile Marketing Association of the Philippines) was born. It is composed of all web and mobile players in the country, to start an advocacy towards professionalizing, regulating and promoting digital advertising in the country.Bing Kimpo, director of IMMAP, said that while online advertising refers to those users of PCs and mobile advertising through cellphones, these two are already converging at some point because internet connection is now available via cellphones.“Nowadays, anyone can advertise anything in the Internet. Digital advertising is eclipsing the TV and print advertising so the media landscape is changing,” Kimpo said.Because this new form of advertising is evolving, Kimpo said the IMMAP is a venue by which to professionalize this sector. The US could be the leader in online advertising, but the Philippines is one of the world’s leader in mobile telecommunications technology being the world’s biggest SMS market.For one, Kimpo said, while advertising rates could be a lot lower for online and mobile and there is no space constraint there is no industry benchmark really to speak of unlike the TV and print, which have long been established already.Figures also vary as to the number of internet users in the country and how effective is this medium in influencing consumers. …

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