Digital ads boosting ABS-CBN revenues

MANILA, Philippines – ABS-CBN Corp. is looking to grow its revenues from digital advertisements by 50 percent next year amid various initiatives launched to tap opportunities in the digital space.

“We have to grow no less than 50 percent (in revenues from digital advertisements) for next year,” ABS-CBN chief digital officer Donald Lim said during the media firm’s digital trade event yesterday.

The company’s revenues from digital advertisements are currently growing 30 percent per year, but account for less than one percent or P200 million of ABS-CBN’s total revenues.

In line with the aim of harnessing opportunities in digital marketing, ABS-CBN has rolled out the Digital Marketing Periodic Table of Elements to serve as a guide for advertisers in creating digital campaigns.

The chemistry-inspired Digital Marketing Periodic Table of Elements provides the digital tools all advertisers can use to come up with more powerful and effective campaigns.

“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,” Lim said.

Apart from the Digital Marketing Periodic Table of Elements, ABS-CBN has earlier developed an array of platforms and services to enable the company to take advantage of opportunities in the digital space.

Among the platforms is the multi-channel network on YouTube called Chicken Pork Adobo which features Filipino content creators in the country and abroad.

ABS-CBN has also previously launched its own celebrity social media marketing agency called Stellar, which helps brands find the perfect endorsers and puts a fair market value to social posts being made by the firm’s talents.

Other digital platforms made available by ABS-CBN are One Music PH, a music hub showcasing up and coming Filipino artists; Kaleidoscope which is ABS-CBN’s programmatic solutions arm; and the digital newsstand called NoInk.

ABS-CBN is also offering content online through its TFC.tv and iWant TV video-on-demand websites and on mobile via ABS-CBNmobile.

The company is primarily involved in TV and radio broadcasting as well as in the production of TV and radio programming for domestic and international audiences.

It likewise has business interests in merchandising and licensing; mobile and online multimedia services; glossy magazine publishing; video and audio post production; overseas telecommunication services; money remittance; cargo forwarding; TV shopping services; theme park development and management; property management; and food and restaurant services.

As of the first quarter, its net income reached P761 million, 34 percent higher than the P569 million it earned in the same period in 2015.