A bad ad placement can do more than just waste your marketing budget—it can actively cost you customers. A new report from DoubleVerify (DV) reveals that for brands in the Philippines, the consequences of appearing next to unsafe content are severe. In fact, over half of all Filipino consumers (54%) are willing to drop a brand immediately.
This finding is a major highlight of the 2025 Global Insights: APAC Report. The report analyzes over one trillion ad impressions to provide a clear picture of advertising trends and media quality.
The High Cost of Bad Ad Placement in the Philippines
The data shows that while media quality metrics are improving, consumer sensitivity is extremely high. This creates a significant risk for advertisers who are not carefully monitoring where their ads appear. For instance, a campaign with perfect visuals and messaging can be instantly undone by a bad ad placement next to false or offensive content. With Filipinos spending at least 3.8 hours daily on digital content, the number of potential negative encounters is massive.
Philippine Media Quality: The Full Picture
The report isn’t all bad news for advertisers. In fact, it shows significant technical improvements in the local market:
- Ad Fraud: Incidents of fraud and Sophisticated Invalid Traffic (SIVT) dropped by 61%.
- Viewability: The country’s Authentic Viewable Rate for ads rose by 12%.
- Attention: The Philippines ranked third in Southeast Asia for audience engagement, with an Attention Index of 117.
Why Context is Now Non-Negotiable
However, these technical wins are undermined if the context is wrong. The rise of ad fatigue, with 46% of APAC consumers using ad blockers, means every single ad that gets through must count. The risk of a consumer seeing your ad next to harmful content is too high to ignore.
“Driving real results today means ensuring every impression appears in a suitable context,” said Conrad Tallariti of DoubleVerify. “This is how brands can earn consumer trust.”
Ultimately, the insights from the DV report provide a critical roadmap for advertisers. It helps them reduce waste and drive outcomes by avoiding the high cost of a bad ad placement.
To view the full, in-depth report, visit the official DoubleVerify website: 2025 Global Insights: APAC Report.
