The Philippine digital marketing industry is estimated to be worth 8bn pesos ($179m) by 2016, based on ecommerce and advertising revenues, according to new data.
The figures, from the Internet and Mobile Marketing Association of the Philippines (IMMAP), were calculated by looking at the country’s e-commerce revenues for 2013, combined with an informal survey of the biggest local digital advertisers, including telco operators, key e-commerce players, and brand advertisers.
The Digital Commerce Association of the Philippines calculated ecommerce revenues at US$ 1 billion last year. But 85% of that came from tourism.
Another eecent study from Nielsen found that ads that make the greatest impact Advertising that used real-life situations was the most likely to resonate among Southeast Asian consumers, while ads that were value and family oriented, and humorous also fared well.
Commenting on the ads that work in the region, David Webb, Managing Director, Advertising Solutions, Nielsen, said: “For advertisers, it’s vital that consumers make a memorable and meaningful connection with the brand.
“Effectively reaching consumers is predicated upon having a message that favourably impacts consumers when making a purchase decision. Although market nuances exist, comedic relief, relatable situations, and ads that focus on family and health speak to the hearts and minds of consumers in Southeast Asia and generate the most positive response.”