Philippine marketers see mobile's potential, but concerns remain

06/3/2013 | (Singapore)

Doubts about measurability are keeping advertisers in the Philippines from spending much on mobile in spite of its great potential, according to Arthur Policarpio, head of Mobext Asia-Pacific. Although most marketers in a Mobext survey say they believe mobile will eventually displace TV in importance, they "are afraid to invest in this medium because it's something new. We are scared to fail," Policarpio said.

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