Mobile penetration in the Philippines goes up to 101%. While smartphone penetration is only at 15% in 2014, several reports have predicted that the number is slated to rise to 50% by this year, making this platform a desirable environment for marketing and advertising. With the nearing Philippine senatorial elections, candidates will undoubtedly look to reach their audience through mobile. Here are some ways senatorial candidates can effectively reach mobile user in the Philippines.
1. Use of mobile in-app ads
Applications are becoming an enticing option for mobile advertisers in the Philippines. The use of applications in the mobile platform is extremely popular in the Philippines. A 2014 research by ondeviceresearch.com shows that 32% of smartphone users in the country download six or more apps per month. 45% of these users have paid for in-app purchases and the like while 78% have downloaded an app or game in the last month.
Applications like Facebook Messenger, Viber, and Skype list among the most popular apps beating out Twitter, Yahoo Messenger, and WeChat.
With the rise of programmatic advertising and better mobile display advertising systems, mobile in-app ads have become more popular, easier, and more efficient than ever.
2. Mobile video
One important element to any political campaign in the Philippines is the element of video marketing. Debates, speeches, and videos on the campaign trail are important for voters to see after all. The preference of political candidates to market themselves on television is a testament to this need for video advertising, however, video can be shown through more dynamic medium other than television.
Mobile video advertising is on the rise. Better 4G services and bigger screen size are just some factors why. When it comes to mobile video, in-app mobile video inventory is usually prized higher than mobile web video inventory because it is seen as more engaging and can be linked to more data. However, mobile web video is also a possible route for senatorial candidates to take.
3. Social media
The majority of the Philippine population, around 70%, is under 29-years old with 88% of the mobile population below 34-years old. Perhaps this is the reason why social media is so popular in the country.
The use of social media has become a widespread phenomenon among the Filipinos, with 42% of total mobile screen time on social media sites, making the Philippines number one in the Asia Pacific region in terms of social media use.
Senatorial candidates can make use of these numbers to drive better exposure and impressions on their marketing campaigns. The most popular social media site is Facebook with a 94% share of internet users in the country.
4. Banner ads on mobile
Mobile banner ads have been around in the mobile advertising industry a while, however, they are still a good option for candidates to consider.
Mobile banners ads have a massive reach. They are supported by many different publishers and are standardized by different associations like the International Advertising Bureau (IAB). In addition, mobile banner ads are flexible as they have many different targeting options. They are also an inexpensive method for mobile advertising and are available in small quantities for candidates who want to limit their campaign expenditure.
However, when it comes to mobile banner ads, there are some particular drawbacks like small sizes and accidental clicks to contend with.
Whether through in-app ads or mobile video, senatorial candidates can reach mobile users in the country more effectively if a combination of platforms and methods are used. Mobile is best utilized as a dynamic and interactive marketing system after all.