Market Insights Advertising & Media Advertising

In-App Advertising - Philippines

Philippines

Ad spending in the In-App Advertising market in the Philippines is forecasted to reach €492.90m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 7.81%, leading to a projected market volume of €717.90m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is anticipated to be €4.77 in 2024.
When compared globally, China is set to generate the highest ad spending, reaching €121.90bn in 2024.
The Philippines is seeing a surge in In-App Advertising, with brands leveraging mobile apps to reach the tech-savvy population effectively.

Key regions: China, Europe, United States, Asia, Germany

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Monnaie

Analyst Opinion

The In-App Advertising market in Philippines has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth of the In-App Advertising market in Philippines is the increasing popularity of smartphones and mobile apps among the population. With more people using smartphones and spending a significant amount of time on mobile apps, advertisers are keen to tap into this captive audience. In addition, the younger generation in Philippines, who are avid users of smartphones and mobile apps, are more receptive to In-App Advertising compared to traditional forms of advertising.

Trends in the market: The In-App Advertising market in Philippines is witnessing a shift towards more targeted and personalized advertising. Advertisers are now leveraging data analytics and artificial intelligence to better understand consumer behavior and preferences. This allows them to deliver more relevant and engaging advertisements to users, resulting in higher conversion rates and ROI for advertisers. Furthermore, there is a growing trend of native advertising in mobile apps, where ads seamlessly blend with the app's content, providing a non-disruptive and more enjoyable user experience.

Local special circumstances: One of the unique characteristics of the In-App Advertising market in Philippines is the dominance of social media platforms. Filipinos are known to be avid users of social media, with platforms like Facebook, Instagram, and Twitter having a large user base in the country. Advertisers are capitalizing on this by integrating social media advertising within mobile apps, allowing them to reach a wider audience and increase brand awareness. Additionally, the high mobile internet penetration rate in Philippines further fuels the growth of the In-App Advertising market, as more people have access to mobile apps and are exposed to advertisements.

Underlying macroeconomic factors: The growing In-App Advertising market in Philippines is also influenced by the country's strong economic growth and increasing disposable income. As the economy continues to expand, more people are able to afford smartphones and data plans, leading to a larger user base for mobile apps. This provides advertisers with a larger audience to target and promotes the growth of the In-App Advertising market. Furthermore, the government's focus on digital transformation and the promotion of the IT and telecommunications sector also contributes to the development of the In-App Advertising market in Philippines. In conclusion, the In-App Advertising market in Philippines is experiencing significant growth due to the increasing popularity of smartphones and mobile apps, as well as the shift towards more targeted and personalized advertising. The dominance of social media platforms and the high mobile internet penetration rate in Philippines further contribute to the growth of this market. Additionally, the country's strong economic growth and government support for the IT and telecommunications sector provide a favorable environment for the development of the In-App Advertising market.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.