State of Online Advertising in the Philippines (Yahoo PH’s Arlene Amarante)

I sent a couple of e-mails to a few friends in the digital marketing industry to ask about their thoughts on the current state of online advertising here in the Philippines. I was very happy to get prompt replies which I think can offer all of you pretty good insights. I’ll be posting their individual replies over the next few weeks. For the first entry, here’s from Yahoo Philippines Country Sales Director, Arlene Amarante.

The online advertising industry here in the Philippines is in a state of rapid growth. While there is still much evangelization to do, the market players – both advertisers and advertising agencies – are now asking the more relevant questions unlike 3 years ago. They now start to ask: How do we start? How do I integrate online with my existing campaign? Can it work for a brand or industry like mine? How do I measure my success? These questions tell us that it is no longer about why advertisers should be online, it is about maximizing their advertising dollars and using online the right way. And, while online is still at a 26% penetration level, we see that the landscape is further paving the way for increased and rapid exponential growth – new broadband products, increased broadband penetration, rise of internet mobile, rise of smart phones and the proliferation of low-priced PCs. Consumer behavior support the phenomenon. They are no longer dictated by traditional media alone; they immediately search for brands prior to a purchase. They are no longer looking for yesterdays’ news; they want to know what’s happening now. They are no longer waiting for brands to come and communicate to them; they are starting the conversations. Online advertising is now a powerful force that no one can no longer deny.

Thanks Arlene!