The Philippines is considered Asia's fastest growing market for smartphones, but penetration at this stage remains low, along with time spent on mobile and receptivity to advertising, according to a Nielsen study. "Mobile advertising is still very much in a nascent phase, and many agencies and advertisers are still trialing and experimenting with advertising formats to see what works and what doesn't," said Sagar Phadke, director of Nielsen's telecom and technology practice in Southeast Asia, North Asia and the Pacific.

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