With the goal of making "prime time every time," Smart Communications in the Philippines has introduced a division focused on mobile advertising. As consumers grow inured to advertising on other platforms, the best results are increasingly driven by "the setting, setting the situation, the mindset, timing and location of the target consumer," Smart Executive Vice President Noel Lorenzana said of the new Smart Ads service. "It is imperative that we reach our customers when and where our brands are relevant."

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