Filipino youth are increasingly discovering brands through non-digital formats, while older consumers are learning about new brands through mobile games and online ads, according to a report by the Digital Marketing Association of the Philippines (DMAP).
Findings were presented during the association’s first General Membership Meeting at The Atrium at Enderun.
Among Filipinos aged 16 to 24, billboard advertising grew 30.8% as a source of brand discovery, while word of mouth increased by 22.4%. The data suggests that even digital-native consumers are encountering brands through physical and personal channels.
In contrast, Filipinos aged 45-54 reported higher discovery through digital formats. Ads on mobile games grew 45.4%, while search engine queries increased 37.2% as ways for this group to find new brands.
Despite these shifts, social media ads remain the top channel for brand discovery across all age groups.
The findings come from DMAP’s report, “State of Digital From a Multi-Dimensional Approach,” which analyzed consumer behavior, media habits, and platform planning data in the Philippines from October 2024 to December 2025.
“The significant changes in consumer behavior, especially on how Filipinos discover brands, challenge us marketers to navigate a complex balance between traditional and digital platforms,” said Miko David, president of DMAP. “These shifts demand the industry to rethink conventional wisdom and explore avenues for meaningful visibility and discoverability.”
The report also noted the growing use of generative artificial intelligence (AI) tools. ChatGPT and Gemini reached a combined 16.8 million Filipino users last year, with increased adoption among Generation X and millennial users. David said this trend indicates that many Filipinos are beginning to see AI tools as a “teammate.”
However, the report highlighted a gap in digital skills among marketing professionals. While Facebook accounts for 88% of visit share, only 17.3% of unique monthly visits go to Facebook Ads Manager, suggesting that many marketers are still using basic business tools rather than advanced advertising platforms.
“Marketers must become cross-platform fluent. The goal is to embrace the new teams in the arena, wherein AI acts as a collaborator to navigate changes in the landscape,” David said.