The Philippines is the seventh heaviest Facebook user in the world, behind US, Indonesia, India, UK, Turkey, and Mexico1. Philippine population is around 30% of the US2, the most developed of the top seven countries. Further, only 29.7% of the Philippine population is connected online. This underlines the trend that the Philippines is one of the most engaged digital markets in the world.
That being said, it is surprising that Philippine advertising did not seem to follow the audience to the online world. That was the observation expressed by Ms. Edna Belleza [pictured], Senior Vice-President / Chief Information Officer of GMA New Media, Inc. during the exclusive interview conducted by Andreas Cohen, Chairman of I-COM. GMA New Media manages some of the most successful online news and entertainment websites in the Philippines.
Belleza’s strong research background and over ten years of involvement in the Philippines’ digital world provide valuable insights on where Philippines stands in media spending, consumers insights, strategic planning, and efforts to device a unified online audience measurement.