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Digital advertising spending share of total media ad spending Philippines 2015-2020

Advertising is one of the most effective ways of promoting or marketing products available in the market. Media promotion, especially via digital advertising, may lead to a greater audience reach. In 2016, the expenditure share of digital advertising was about 16.2 percent of the total media ad spending.

Media audience

Worldwide, the revenue in the media market was the largest in the United States in 2017, valued at 623.1 billion U.S. dollars. Although people from other parts of the world preferred watching TV shows and movies online, the majority of media audiences in the Philippines preferred watching these on television in a survey conducted in 2017. Additionally, video streaming subscriptions among consumers wasn’t that popular locally.

Social media advertising

Daily, people spend a lot of time online and discover products in media posts through different channels. Another effective way of marketing is through social media, and digital buyers most likely find out about a brand through their Facebook account. With the number of internet users increasing to 69.6 million in the Philippines in 2018, turning to social media for advertising may be more effective for B2C e-commerce.

Digital advertising expenditure share of total media ad spending in the Philippines from 2015 to 2020

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Release date

February 2017



Survey time period

2015 and 2016

Supplementary notes

* Forecast.

Includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising

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Statistics on "Media industry in the Philippines"

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