Mobext, the mobile marketing arm of the Havas Media Group, has released the findings of a study it had undertaken in partnership with the Philippine Association of National Advertisers (PANA), titled ‘Philippine advertisers attitudes towards mobile marketing’.

The main objective of the study was to find out why Philippine advertisers underspend on mobile despite the increased penetration of smartphones and the growing population of users who access the internet exclusively via mobile.

Some of the topline findings from the study show that around 48 per cent of the surveyed respondents continue to invest in mobile marketing, with all verticals represented. The top three primary benefits of mobile cited by marketers include mobile’s ability to target consumers on-the-go, make personalised or targeted communications and real-time messaging.

Advertisers who are currently investing in mobile marketing, view technological constraints as a big barrier to increase spend. For non-investors, the “lack of expertise” and absence of standard metrics in mobile is seen as a hindrance to investment.

Unavailability of insights emerges as another key concern for the market. Around 44 per cent of the sample believes that the insights they have on their target market’s mobile usage behaviour are ‘negligible’. In fact, only 7 per cent say they have ‘full insight’.

That said, the study shows that mobile is gaining importance vis-a-vis traditional and digital media channels in Philippines. Of the current investors, 53 per cent said mobile would be as important as TV and 71 per cent said it would be as important as social media marketing in the next two years.

The outlook for mobile marketing in the Philippines is very positive – 58 per cent of the non-investors in mobile said that they would increase their investment, research, and experimentation in the medium in the next 12 months.

This Mobext – PANA study was conducted from March 2013 to May 2013, getting the opinions of 78 mid-to-senior level marketers from top companies. The respondents represent a variety of verticals including retail, food service, fast-moving consumer goods, health and wellness, automotive, real estate and media.