DoubleVerify, a software platform for media measurement and performance, has released its 2025 Global Insights: APAC Report, showing that while media quality in the Philippines continues to improve, local consumers remain highly sensitive to ad placement.
According to the report, 54% of Filipino consumers say they would stop supporting a brand if its ads appeared next to false or offensive content. This underscores the importance of brand suitability, especially in a market where people spend an average of 3.8 hours a day with digital media and face growing ad fatigue.
“With digital media habits evolving across the Philippines, advertisers need timely, data-backed insights to navigate growing complexity and improve campaign effectiveness,” said Conrad Tallariti, managing director for APAC of DoubleVerify.
The report, which analyzed more than 1 trillion impressions across desktop, mobile, and connected TV, shows a 44% year-on-year drop in brand suitability violations in the Philippines. Fraud and sophisticated invalid traffic (SIVT) also declined by 61%, while viewability improved with a 12% rise in the country’s Authentic Viewable Rate.
In terms of audience engagement, the Philippines posted an Attention Index score of 117, ranking third in Southeast Asia and surpassing the global average. The index reflects how well ads hold users’ attention across platforms.
Regionally, advertisers are shifting toward performance-driven formats. Over 20% of marketers in Southeast Asia and India plan to invest more in commerce media networks. Formats like social media reels and feeds are performing above campaign benchmarks.
Across APAC, consumers spend about 3.5 hours per day consuming online content, mainly through social platforms. However, ad fatigue is becoming a concern: 46% of users deploy ad blockers, and nearly half say they are less likely to buy from a brand whose ads appear near inappropriate content.
“Driving real results today means ensuring every impression appears in a suitable context, captures genuine attention, and contributes to measurable performance,” Tallariti said. “This is how brands can earn consumer trust and make a lasting impact in the market.”