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.