Smart reveals new mobile ad business
Philippines - Smart Communications has broadened the scope of its services by formally launching a new division dedicated to mobile advertising called Smart Ads.
Noel Lorenzana, executive vice president and head of consumer wireless division at Smart Communications, said they aim to make "primetime every time" by enabling brands to be present throughout their customers' purchasing journey.
Compared to TV, radio and print, Lorenzana said that money spent in mobile works 24/7, since marketers can now reach smartphones and tablets now owned by virtually every Filipino as of late.
The mobile advertising platform will leverage on Smart's extensive subscribers base, which now stands at around 70 million.
But while reach is one of its key strengths, relevant content sent to carefully targeted audiences at the right place and time is where Smart Ads truly excels, trumpeted Lorenzana to marketers and brands in attendance yesterday.
"Currently we continue to bombard messages to an audience that is increasingly ignoring our communication and advertising."
"In my opinion, a lot of it has to do with the setting, setting the situation, the mindset, timing and location of the target consumer for best results. It is imperative that we reach our customers when and where our brands are relevant," he said.
As of writing, Smart Ads said that they have profiled around 12 million Smart subscribers to date for clients to target.
Smart Communications' group head of digital media Leah Besa-Jimenez, told Marketing that the company has soft-launched Smart Ads around September last year and have roped in several clients she declined to disclose.
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