Mobext, PANA to study mobile ad spend gap

A new study is aiming to shed light on why local advertisers continue to hold back mobile ad spending despite enticing numbers in both mobile device ownership and content consumption.

Mobext informed Marketing that they are currently talking with middle to senior level marketers in the Philippines for a pioneering research ti figure out how they view mobile as a marketing channel.

In partnership with the Philippine Association of National Advertisers (PANA), the study titled "Philippine Advertisers' Attitudes Towards Mobile Marketing" will be comparing the country's mobile ad spend with others in Asia who have embraced the medium with more gusto.

Aside from identifying the gap, the study will concretize figures with a list of top barriers faced by advertisers when it comes to mobile uptake. Adopters will also be asked to gauge their satisfaction levels with the use of mobile in their marketing strategies and their plans for the coming months.

"The study will be an eye-opener for our industry as we prepare for a mobile future," said Arthur Policarpio, head of Mobext Asia-Pacific. "Knowing how our local advertisers perceive and understand mobile marketing is an essential step to progress."

Policarpio (pictured) said that results of the first-ever study will be exclusively unveiled at the CMO Mobile Summit 2013 this 30 May. Organized by PANA and e-Learning Edge, the summit is the country's first executive-level event for mobile marketing.