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Advertising is one of the most effective ways of promoting or marketing products available in the market. Media promotion, especially digital advertising, may lead to a greater audience reach. In 2025, the expenditure share of digital advertising was estimated at ** percent of the total media ad spending. 

Changing audience preference

Online media and entertainment have gradually taken over traditional media recently. With the popularity of social media and streaming platforms, many Filipino audiences have turned to online media for entertainment, news consumption, and online shopping. As of 2024, Filipinos spent over hours on average browsing the internet on all devices, followed by social media use and watching television.

Social media advertising

As more Filipinos spend time on social media, such platforms have also become an effective marketing channel for brands and small businesses. As of the third quarter of 2024, social media ads were the leading source of brand discovery, even more than retail websites and TV ads. Among platforms, Facebook had the highest social network advertising audience in the Philippines, followed by TikTok and Facebook Messenger.