Advertising - Philippines

Philippines

Ad spending in the Advertising market in the Philippines is forecasted to reach €3,046.00m in 2024.
The largest market is TV & Video Advertising with a market volume of €914.90m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching €390.80bn in 2024.
Within the Advertising market in the Philippines, 65% of total ad spending is projected to come from digital advertising by 2029.
The average ad spending per capita in the TV & Video Advertising market is estimated to be €7.68 in 2024.
Furthermore, Advertising market of the 78% revenue in the Philippines is anticipated to be generated through programmatic advertising by 2029.
The Philippines' Advertising market is experiencing a rise in programmatic advertising adoption, enhancing targeted and data-driven campaigns for businesses.

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

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Analyst Opinion

The Advertising market in Philippines has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in the Advertising market have shifted towards digital platforms, with consumers spending more time online and on social media. This has led to a surge in digital advertising, as companies seek to reach their target audience through online channels. Additionally, customers are increasingly looking for personalized and interactive advertising experiences, which has led to the rise of influencer marketing and native advertising. Trends in the market also include the growing importance of mobile advertising, as smartphones become more prevalent and accessible to the general population. Mobile advertising offers a unique opportunity for advertisers to reach consumers on-the-go and target them with location-based advertising. Furthermore, programmatic advertising has gained traction in the Philippines, as it allows for more efficient and targeted ad placements. Local special circumstances in the Philippines also contribute to the development of the Advertising market. The country has a large and young population, with a high internet penetration rate. This presents a vast potential market for advertisers to tap into. Additionally, the Philippines has a strong social media culture, with Filipinos being among the most active social media users in the world. This provides a fertile ground for social media advertising and influencer marketing. Underlying macroeconomic factors also play a role in the growth of the Advertising market in the Philippines. The country's economy has been steadily growing, leading to an increase in consumer spending power. This allows companies to allocate more funds towards advertising and marketing efforts. Furthermore, the government has been actively promoting the country as an attractive investment destination, which has attracted foreign companies and investors. This has resulted in increased competition in the advertising industry, as companies strive to differentiate themselves and capture the attention of both local and international clients. Overall, the Advertising market in the Philippines is developing rapidly due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. As the country continues to embrace digital technologies and as consumer behavior evolves, the advertising industry will need to adapt and innovate to stay relevant and effective in reaching its target audience.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).