PH-2018

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What's In the Report?

Native ads, including influencer marketing, are poised for growth in the Philippines, but the results of GetCRAFT’s latest survey highlight the need for advertisers, publishers, and influencers to better align in terms of implementing and evaluating campaigns to improve the exchange of value in the industry.

Philippine marketers still face the challenge of justifying greater spend on native ads, which they still use primarily for brand awareness. Native advertising needs to assert itself amid the lingering dominance of older digital channels such as display.

Yet at the same time, in the boardroom, digital media itself is still pit against traditional channels, particularly television, whose reach is not only massive but is also quantifiable thanks to a widely accepted standard measurement.

The key findings of this report include:

1. Native advertising spend is poised to outpace display ad expenditure, driven by social media, branded content, and influencer marketing.

2. Social media is a major growth venue for native advertising, putting pressure on publishers to ramp up their social media channels.

3. Brands still use native advertising primarily for brand awareness.

4. With brand awareness as their main objective, advertisers struggle to measure ROI.

5. Influencers expect their revenue to at least double in 2018.

6. Social media posting is the most popular influencer marketing service.

7. Half of the influencers struggle with pricing and don’t get paid on time.

About The Author

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GetCraft is Southeast Asia’s premier content marketing network. The company helps connects brands with more than 4,000 vetted creators and publishers for their content marketing, influencer marketing & bespoke native advertising needs. The company has worked with more than 150 brands for more than 2,000 projects, with clientele including Facebook, Samsung, Microsoft, Unilever, Schneider Electric, Pond’s, Uniqlo, Nestlé, Ayala Land, and many more. GetCraft is now present in Indonesia (HQ), Philippines, and Singapore.



This report is based on three separate surveys sent out to the following respondents:

61 brands and agencies, ranging from brand managers to vice presidents

27 publishers including online news outfits, media networks, and multi-channel networks

50 influencers, with experience ranging from six months to more than five years


Interviews have also been conducted with key respondents within the same population as those of the surveys, to gather insights on the results.


We are grateful to the following for their invaluable input to this report:

Karen Alday, Digital Marketing Head, Nestlé Philippines

Ginger Arboleda, blogger, social media consultant, entrepreneur

Jay Arellano, Managing Director – Digital, IPG Mediabrands

Tara Chanapai, Branded Content Manager, Coconuts

Donald Lim, Chief Executive Officer, Dentsu Aegis Network

Philippines Elaine Uy, Head of Digital Operations, ABS-CBN

Carla Yap-Sy Su, Head of Strategy and Connections, Rappler