In a recent report titled “Raising the Bar in APAC: How Media Quality and Performance Drive Outcomes,” digital media measurement, data, and analytics platform DoubleVerify shed light on the evolving landscape of the digital advertising ecosystem in Asia Pacific, including the Philippines. The study, conducted in collaboration with industry intelligence firm WARC, presented key findings that underscored the transformative shifts in how marketers in the region optimize advertising effectiveness.
According to the report, the Asia Pacific region demonstrates a significant appetite for social media, housing 60% of the world’s social media users. Marketers, including those in the Philippines, acknowledge the importance of measuring media quality, with 91% emphasizing its significance in driving performance in digital advertising. Surprisingly, despite 98% of marketers utilizing ad verification tools, the report revealed that ad verification is not consistently implemented, with one in three marketers employing these tools on an ad-hoc basis.
“Effective digital advertising requires not only intent but also targeted action. The DoubleVerify study in Asia Pacific illuminates the critical need for marketers to align their goals with comprehensive media quality measurement practices, ensuring that every campaign resonates with integrity and impact. Amidst the vast opportunities for digital ad spending growth in Asia Pacific, advertisers, including those in the Philippines, face the critical task of safeguarding their investments through continuous verification across all channels. Media quality serves as the cornerstone of every campaign,” according to Steph King, Senior Sales Director, Southeast Asia, DoubleVerify.
A noteworthy portion of surveyed marketers neglect to evaluate digital media purchases against critical quality metrics. Only 17% consider key effectiveness indicators such as brand suitability, viewability, fraud, or whether the ad was served in the intended geography.
DoubleVerify highlighted the changing role of social media and the ascent of retail media, noting that social media has transitioned from a mere connection platform to a channel reinforcing crucial touchpoints in the commerce journey. Filipino users, for instance, utilize social media for brand and product discovery (43%), research (56%), and product purchase (13%). Super-apps, such as Grab, Lazada, and Shopee, have gained popularity as discovery channels, surpassing traditional platforms like Google Search. Additionally, 99% of APAC marketers plan to increase spending on retail media in the next 12 months.
“The digital ecosystem in the Philippines is experiencing unprecedented growth, particularly in the evolving role of social media. With the proliferation of digital channels and platforms, advertisers are presented with unparalleled opportunities to connect with target audiences, yet they also face the challenge of navigating an increasingly fragmented digital landscape. Ensuring media quality, anchored on brand suitability and authenticity, is essential for aligning digital ads with the brand’s values and image, thereby enhancing credibility and trust. DoubleVerify’s APAC research report aims to provide the necessary data and insights to empower marketers in raising the standards of media quality,” said Tinee Cruz, Senior Sales Director, Philippines, DoubleVerify.
The report delved into the attention economy, revealing that almost 70% of Southeast Asian consumers spend more time-consuming online content daily. While 98% of marketers use attention metrics measurement tools to assess digital media purchases, the report emphasized that traditional metric measurements alone are insufficient.
In the context of the advertising industry’s evolution, the study highlighted the rise of Artificial Intelligence (AI). Technology, including digital advertising in the 2000s and programmatic advertising in the 2010s, has paved the way for AI’s far-reaching impact in the 2020s. AI’s predictive capabilities, particularly in machine learning, are expected to optimize ad performance across various domains, marking a transformative era in the industry.