According to January 2015 rankings in Alexa, YouTube is the second most popular search engine in the Philippines—the fourth most popular site in the country next to Facebook, Google, and Google Philippines.
This is why Online TV, one of online ad digital buying methods, cannot be ignored these days, says Lindsay Querubin-Subido, associate director of Digital Media at Movent during a recent lecture on Display and Search Advertising of The Certified Digital Marketer (CDM) Program.
Movent is part of Group M which holds more than 50% market share of digital media buying in the Philippines.
“Online TV is basically rolling out of video materials on digital space,” says Lindsay. “It has the advantage of incremental audience reach and capable of frequency-capping, sequential messaging, and tracking of changing consumer habits.”
An effective ad channel
Online TV, as advertising channel, has huge potential especially since ClickZ, the largest resource site for interactive marketing news and information, names original video content as the top digital marketing trends for 2015.
Given the consumer response to original video content from brands like UPS’s Your Wishes Delivered Campaign last Christmas (which generated more than 1 million views in a week), ClickZ claims we're likely to see much more of video campaigns in 2015.
That’s why online TV’s perceived disadvantage of duplicated reach of traditional TV will be more likely to be overlooked.
Facebook as an ad tool
Then there’s Facebook, which remains as the Philippines’ number one website and social media channel according to Alexa. Another new Facebook algorithm will make it more difficult for brands to reach their fans through organic content alone.
Adweek.com reports that this month Facebook will curb the number of overly promotional posts users see from brand and celebrity pages. This is said to be in response to users who are tired of seeing posts that push them to buy a product or app; enter promotions with no context; or view actual ads disguised as posts. Naturally, paid Facebook ads aren’t included.
“It is easy to place a banner online, get impressions and then clicks,” tells Lindsay. “But Digital Media Buying is much more than that and getting the most out of it is an expertise in itself. It is achieving your online goal by employing the right mix of buying strategies, using the right tools, measuring and looking at the right data and continuously optimizing performance.”
Learn more about online advertising’s current trends and best practices from the region’s online marketing experts, lecturers and influencers. Enroll in the upcoming four-week CDM Acceleration Program. Limited seats only; reserve yours at imadigitalmarketer.com or call 0928-506-5382 for more details.