Philippines: digital ad spending share 2029

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 2023, the expenditure share of digital advertising was estimated at 59 percent of the total media ad spending.

Changing audience preference

Online media and entertainment gradually taken over traditional media recently. With the popularity of social media and streaming platforms, many Filipino audiences have turned to such media. A recent survey has revealed that Filipinos spent over eight hours on average browsing the internet on all devices, followed by social media use and watching television.

Social media advertising

Daily, people spend a lot of time online and discover products through 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 an estimate of 99 million in the Philippines in 2029, 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 2017 to 2029

Characteristic	Share of media ad spending
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Supplementary notes

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

All figures are estimates. A detailed methodology can be found in the Statista Advertising & Media Outlook.

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