https://www.businesswire.

com/news/home/20150107005555/en/Research-Markets-Philippines-
Online-Advertising-Market-Outlook

January 07, 2015 08:38 AM Eastern Standard Time

Research and Markets: Philippines Online Advertising

Market Outlook to 2018 - Driven by Rising Internet and
Social Media Penetration Rate

The report titled Philippines Online Advertising Market Outlook to 2018- Driven by Rising Internet
and Social Media Penetration Rate presents a comprehensive analysis of the industry covering
aspects including market size by ad spending on digital or online advertising and market
segmentation by types of online advertising, types of revenue generation models, type of
organizational structure and by different sectors contributing to the overall revenue of online
advertising in Philippines. The report also entails a detailed description on the recent trends and
developments in the market and competitive positioning of major players in the industry along with
future projections of the Online Advertising Industry in Philippines.

Online Advertising in Philippines can be broadly classified into display advertising, mobile
advertising, search advertising and online video advertising. Display Advertising has the largest
share in the online advertising space in the country. The average time spent by an individual on
social media sites is way more than any other sites on internet in Philippines.

Online Advertising Market in Philippines is still in the developing stage as compared to the other
markets at the global level. Online Advertising industry has been developing and gaining popularity
in the country on account of rising internet connectivity and coverage as well as increasing mobile
penetration rate in the country. The internet penetration rate which was nearly 15% in 2008 has risen
and reached to nearly 45% in 2013.

Philippines Online Advertising Market has shown a tremendous growth during the last few years.
The market has grown at a CAGR of 43.4% during 2009-2013. This has been mainly on account of
the increasing popularity of social media in Philippines.

The Online Advertising Market in Philippines consists of a mix of innovative and creative digital ad
agencies. Some of the well established agencies in digital advertising industry globally such as MRM
Worldwide, McCann Worldgroup, Tribal DDB, Group M, Starcom Mediavest Group and others are
the leading players in the Philippines online advertising Industry.
Univ. of Min. Intl. Mult. Res. Jour. 2016, 1(2), 21-26.

21

Effectiveness of Facebook as a free marketing tool

Arthelo P. Palma

Davao Central College, Davao City Philippines

Email: arthelopalma@yahoo.com

Date received: 18 April 2016

Date accepted: 3 September 2016

Date published: 16 December 2016

DISCUSSION AND CONCLUSION

Going back to the results of the study, I see that even a free advertising on Facebook has a potential
capacity for increasing revenue. Organic reach is still proven to work after the traffic of the blog was
remarkable and blogger’s revenue substantially I indeed an excellent marketing tools for businesses
(Curran, Graham & Temple, 2011). In addition, cost wise, Dehghani and Tumer (2015) argued that
Facebook is a less expensive solution as promotional marketing ttool. However, the success of Facebook
as a marketing tool may depend on the aggressiveness of the promotion and the amount of
understanding of the human emotion or consumer behavior, as this study simply wants to suggest. This
provides a venue to support the previous study that Facebook users’ main concern might not be directly
in line with marketer’s intention of building brands or enticing customers (Sashittal,
Sriramachandramurthy & Hodis, 2012; Celebi, 2015; Lee, Hansen & Kyun, 2015). Thus, this also
exemplifies the emphasized benefits of investigating further the reasons for high expectations upon the
use of Facebook as a marketing tool that has potential advantages (Waters, Canfield, Foster & Hardy,
2011). As implied, this study found a relevant behavioral gap among online Facebook users, marketers,
and Facebook policies that I see as important point of interest. This requires further relevant
investigation of insightful evidences in the future that could be linked to revenue studies. One should
learn to consider that the use of Facebook free advertising is an essential step not only for increasing
revenue, but minimizing cost that could lead to an opportunity of optimizing future entrepreneurial
profit.

RECOMMENDATION

Considering the length of time given for this study, further revenue studies associated with free
Facebook advertising is recommended in the future. In addition, only few literature discussing revenue
studies on Facebook is available for now. These future studies should promote the idea that Facebook is
not only for personal or social consumption, but eventually for understanding the socio-economic
perspective of the modern marketing communication technology.