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According to Yahoo Philippines Country Sales Director, Arlene Amarante http://thenewmedia.com/state-of-online-advertising-in-the-philippines-yahoo-phs-arlene-amarante/ that:
“The online advertising industry here in the Philippines is in a state of rapid growth. While there is still much evangelization to do, the market players – both advertisers and advertising agencies – are now asking the more relevant questions unlike 3 years ago. They now start to ask: How do we start? How do I integrate online with my existing campaign? Can it work for a brand or industry like mine? How do I measure my success? These questions tell us that it is no longer about why advertisers should be online; it is about maximizing their advertising dollars and using online the right way. And, while online is still at a 26% penetration level, we see that the landscape is further paving the way for increased and rapid exponential growth – new broadband products, increased broadband penetration, rise of internet mobile, rise of smart phones and the proliferation of low-priced PCs. Consumer behavior support the phenomenon. They are no longer dictated by traditional media alone; they immediately search for brands prior to a purchase. They are no longer looking for yesterdays’ news; they want to know what’s happening now. They are no longer waiting for brands to come and communicate to them; they are starting the conversations. Online advertising is now a powerful force that no one can no longer deny.”

According to Mark Chaves, director of media intelligence solutions at SAS, http://www.studymode.com/essays/Local-Studies-1071666.html that:
"Consumers are online right now talking about your products and services, their experiences, and their likes and dislikes. Smart marketers aren't just listening to online chatter; they are analyzing it to better focus resources and build engagement and loyalty,”
"SAS Social Media Analytics helps marketers combine data from online conversations with

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