Market Insights Advertising & Media Advertising

Retail Platform Advertising - Philippines

Philippines

In the Philippines, ad spending in the Retail Platform Advertising market is projected to reach €486.50m in 2024.
This ad spending is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 11.43%, leading to a projected market volume of €835.60m by 2029.
Furthermore, the average ad spending per user in the Retail Platform Advertising market in the Philippines is anticipated to be €34.08 in 2024.
In a global context, the majority of ad spending will be generated the United States, which is projected to reach €52,890.00m in 2024.
In the Philippines, the retail platform advertising sector is increasingly prioritizing localized digital strategies to engage the growing online consumer base effectively.

Marché

Région

Comparaison de régions

Monnaie

Analyst Opinion

The Retail Platform Advertising Market in the Philippines is witnessing mild growth, influenced by factors such as evolving consumer behaviors, increased internet penetration, and the rising effectiveness of targeted online campaigns, contributing to a more competitive advertising landscape.

Customer preferences: Consumers in the Philippines are increasingly gravitating towards personalized shopping experiences, driving a notable uptick in demand for targeted advertisements on retail platforms. This shift is influenced by a younger, tech-savvy demographic that values convenience and instant access to products. Additionally, the rise of social media shopping has reshaped buying behaviors, with consumers often turning to influencers for recommendations. The growing acceptance of e-commerce, coupled with a heightened emphasis on local brands, is further transforming the retail advertising landscape, making it vital for businesses to adapt their strategies.

Trends in the market: In the Philippines, the Retail Platform Advertising Market is experiencing a surge in the utilization of data-driven advertising techniques, as brands seek to deliver more personalized and relevant ads to consumers. The integration of artificial intelligence in ad targeting is becoming prevalent, allowing businesses to analyze consumer behavior and preferences more effectively. Additionally, the growing popularity of live-stream shopping events is reshaping how products are marketed, fostering real-time engagement between brands and consumers. This dynamic landscape encourages industry stakeholders to innovate their advertising strategies to remain competitive and effectively connect with the evolving consumer base.

Local special circumstances: In the Philippines, the Retail Platform Advertising Market thrives on the country's rich cultural diversity and social media engagement. The prevalence of regional languages and dialects influences how brands tailor their messages to resonate with local audiences. Furthermore, the vibrant culture of community-oriented shopping, particularly in wet markets and local bazaars, drives brands to adapt their digital strategies to reflect these communal values. Additionally, regulatory frameworks promoting online commerce have spurred a surge in e-commerce platforms, compelling brands to innovate in their advertising approaches to effectively reach consumers across various demographics.

Underlying macroeconomic factors: The Retail Platform Advertising Market in the Philippines is significantly shaped by macroeconomic factors such as rising consumer spending, digital penetration, and economic growth. The country's robust GDP growth, supported by remittances from overseas Filipino workers, enhances disposable income, enabling greater online shopping and engagement with retail platforms. Additionally, fiscal policies that encourage e-commerce and investment in digital infrastructure foster an environment conducive to advertising innovations. Global trends, including the shift toward mobile commerce and social media advertising, further empower brands to craft tailored campaigns, capitalizing on the evolving preferences of diverse Filipino consumers.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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).