Half of Filipinos buy after watching video ads — AnyMind Report reveals

• Photo from Pixabay

By San Matildo

Video remains the most powerful tool to drive online purchases among Filipino consumers, according to the latest Philippines Digital Landscape 2025 report by AnyMind Group.

The study found that over 50 percent of Filipinos complete their purchase journey after exposure to video ads, making video the most influential ad format at the conversion stage.

The finding highlights the growing importance of engaging, trust-building content in capturing Filipino buying decisions.

The report also noted that 55 percent of consumers prefer influencer-driven short videos for brand discovery, reflecting how social media personalities now play a central role in shaping consumer trust and purchase intent.

Meanwhile, ads on search results and product detail pages delivered the strongest conversion impact compared to homepage or cart placements.

“The Philippines is one of the most dynamic digital economies in Southeast Asia, with consumers showing longer lead times before purchase decisions and higher demand for detailed, trust-based content,” said Mayi Baviera, Country Manager of AnyMind Philippines. “With insights from this report, brands can better design campaigns that align with Filipino consumer behavior — delivering value across the entire funnel.”

The report, which analyzed data from AnyMind’s proprietary platforms—AnyTag, POKKT, AnyDigital, and AnyX—and consumer surveys conducted by InQognito Insights, shows that 67 percent of Filipinos now use mobile devices while 73.6 percent have internet access.

This reflects the Philippines’ rapid digital adoption and positions the country as one of Southeast Asia’s most dynamic markets for online engagement.

As Southeast Asia’s collective digital economy is expected to reach nearly USD200 billion by 2025, the Philippines continues to play a vital role in driving e-commerce, social media, and FinTech growth.

AnyMind observed that the traditional marketing funnel has evolved into a multi-path journey, where consumers move fluidly across platforms—from social media and marketplaces to influencer posts—before making a final decision.

At the awareness stage, influencer-driven videos and memes perform best among Filipino audiences, while visually creative ads are preferred over peer-generated content.

The study found that most consumers prefer seeing ads three to five days before making a purchase, indicating that campaigns that sustain anticipation and visibility over time perform better than one-time promotions.

During the consideration period, video ads and product demonstrations emerge as the most trusted formats, with tutorials and reviews helping to build confidence among shoppers.

Filipino audiences respond more strongly to entertaining yet informative videos, with engagement peaking during evening and late-night hours, particularly on mobile and television.

When it comes to conversion, video-led campaigns again dominate, with most consumers purchasing within one to three days after exposure—especially when ads appear on search results or product detail pages where buying intent is highest.

The report highlights that social media and playable ads generate the strongest engagement on mobile, while traditional banners and static formats continue to lose traction. Rich media ads, especially those appearing between 9 p.m. and 11 p.m., deliver the best click-through rates, aligning with the country’s active nighttime browsing habits.

In influencer marketing, creators in fashion, beauty, and entertainment dominate brand collaborations, followed by those in food, lifestyle, and home categories. AnyMind suggests that marketers combine high-reach influencers with niche creators to maximize engagement and authenticity.

Released on October 14, the Philippines Digital Landscape 2025 report analyzes data across digital marketing, influencer marketing, mobile, and e-commerce to help businesses navigate the country’s rapidly evolving digital economy.