Philippine News

ABS-CBN revolutionizes digital advertising in PH, cements digital media leader status

MAKATI CITY – ABS-CBN, the Philippines’ leading media and entertainment company, is rolling out a new standard in digital advertising in the country with the launch of the “Digital Marketing Periodic Table of Elements,” a first-of-its-kind table of digital solutions that optimizes the creation of digital campaigns for advertisers, banking on ABS-CBN’s storytelling expertise and its expanding products and services on digital.

“Digital marketing is more than websites and social media. It is more than just creating ads for online. With the Digital Marketing Periodic Table of Elements, advertisers have a clearer and wider look of the available digital tools and how they can piece them together, create their own tailor-fit formulas for campaigns that strategically reach and effectively engage their target audiences,” ABS-CBN chief digital officer Donald Lim explained during ABS-CBN’s first ever digital trade event on July 26.



Donald Lim, chief digital officer of ABS-CBN, addressing the audience at ABS-CBN’s first digital trade event

Lim, speaking in front of the nation’s top media and marketing professionals and digital strategists, said the chemistry-inspired Digital Marketing Periodic Table of Elements is a guide on the available digital tools that the entire Philippine marketing and advertising can use in creating powerful and effective brand stories.

Lim cited ABS-CBN’s own experience in marketing and creating engagement in the digital space for its own programs such as the phenomenal teleserye “On the Wings of Love” (OTWOL) and a previous edition of “Pinoy Big Brother” (PBB), wherein they were able to seamlessly integrate promos, ads, interactive activities on print, television, and online.

For “PBB,” ABS-CBN launched an “Online Bahay” while the TV show was on-going. Here, netizens got to experience being a housemate, and had to accomplish tasks and challenges to avoid eviction. Branded hashtag promos were also done that got the show’s fans active on social media.

OTWOL, meanwhile, had a microsite filled with pictures, games, and promos that engaged the show’s fans, and also a scrapbook, extending their experience of the show from TV to online and even on print.

Moreover, with ABS-CBN’s rapid transition into a digital company, Lim said ABS-CBN can serve as the perfect partner for brands and advertisers, as it has both the capability to create compelling content, as well as digital platforms that will house and disseminate the content. 

“The brand story is still the heart of any digital campaign. As the national leader in content ABS-CBN has the creativity to weave all these digital formulas into one powerful brand story that connects to the people. And being the digital media leader in the land, we can also offer our own digital platforms and services to channel these stories to digital Filipinos,” Lim shared.

Apart from being the first to offer content online and mobile via its and iWant TV video-on-demand websites and ABS-CBNmobile, and the leader in both cable TV and digital television, ABS-CBN also has the biggest online presence among media corporations. It has the top media website ( in the country, ranking #6 behind only Facebook, Youtube, Google Philippines, Google, and Yahoo. It also has the number one Filipino channel on Youtube (ABS-CBN entertainment), while the social media accounts of its news, entertainment, and sports programs also have huge following.

Furthermore, ABS-CBN has developed an array of digital platforms and services such as Chicken Pork Adobo, a multi-channel network on Youtube featuring Filipino content creators here and abroad; One Music PH, a music hub showcasing up and coming Filipino artists; Stellar, a celebrity social media marketing agency that is already helping brands find the perfect endorsers for their brands; Kaleidoscope, ABS-CBN’s programmatic solutions arm; and the digital newsstand called NoInk.

As part of ABS-CBN’s digital advocacy, Lim maintained that any brand, company, or network may use the Digital Marketing Periodic Table of Elements, a project of the network’s Digital Media Division, which he heads.

Dennis Lim, head of ABS-CBN digital services, speaks on Chicken Pork Adobo, the network’s YouTube channel featuring content creators both in the Philippines and abroad

Through the years ABS-CBN, the country’s broadcast pioneer, has evolved to become a media and entertainment powerhouse that is home to the nation’s top-rating TV programs, box-office films, and best-selling books and music. With the ability to harness the latest in technology and innovation, ABS-CBN has also emerged as a digital media leader in the Philippines.

ABS-CBN reported a 34% increase in its net income for the first quarter of 2016, earning PHP 761 million compared to PHP 569 million it earned in the first quarter of 2015. The growth was driven by strong performance in the corporation’s TV and Studio business where advertising revenues grew by 30% compared to the first quarter of 2015. The company also posted a 25% surge in its net income in 2015 to earn P2.55 billion, higher than 2014’s P2 billion.

Partner with adobo Magazine

Related Articles

Back to top button