MANILA - Companies are increasing their budgets for digital advertising, in recognition of the impact of celebrities and "influencers" who promote products on social media, a marketing executive said Thursday.
The share of digital in advertising budgets may rise to 35 to 40 percent in 2018 from 20 to 30 percent this year, said GetCRAFT Philippines managing director Kate Delos Reyes.
"Filipinos in general prefer word of mouth, they prefer testimonials from friends, from family, and this sort of an extension of that. So there is a layer of credibility, a layer of affiliation with influencers," Delos Reyes told ANC.
Celebrities get up to P250,000 per social media post while influencers get P5,000 to P10,000 Delos Reyes said.
Influencers are poised to double their income from paid posts, she said. Big digital publishers, however, are still preferred when it comes to reach and credibility.