Media Buyer in the Philippines — Latest U.S. Media Buying News and Trends — August 13, 2025 | Prepared by HansLacida.com
1. Google Ads Platform Update
Google Marketing Live SEA Debuts AI Tools for Search & YouTube
During the “What’s NEXT in Marketing 2025” event in Singapore, Google introduced several AI driven enhancements — Asset Studio, AI Max for Search, Ads in AI Overviews, AI Mode, and a YouTube Creator Partnerships Hub — to streamline ad creation and targeting across Search and YouTube. While announced in SEA, these tools will influence U.S. advertisers as global rollouts progress.
Source: marketech-apac.com
2. U.S. Media Buying Trend
Strong CTV Ad Growth Amid Economic Headwinds
Samba TV reports that 68% of the top 100 U.S. brands increased their TV ad impressions in H1 2025, with Connected TV viewership up 46% in Q2, outpacing linear TV growth. Certain regions and younger, diverse demographics remain underserved.
Meanwhile, major broadcasters — Nexstar, Sinclair, Tegna, and Scripps — are beating Q1 forecasts through connected viewing, dynamic ad insertion, and AI driven monetization strategies.
Source: tvtechnology.com
3. Quick Strategy Tip
AI Powered Creative Scaling for CTV
Combine Google’s AI tools (AI Max and Asset Studio) with dynamic ad insertion to efficiently scale CTV campaigns. Prioritize audience segments with historically low ad saturation for improved ROI.
4. Philippines Market Insight
ABS-CBN Edges Toward Profitability
ABS-CBN Corp. is narrowing its losses thanks to a pivot toward digital ad revenue and tight cost management, signaling stability for brands seeking premium inventory in the Philippine market.
Source: philstar.com
5. Data Snapshot
U.S. Highlights: CTV viewership grew 46% year over year in Q2, and 68% of top brands boosted impressions; broadcasters are leaning into AI and dynamic ads for revenue resilience. Source: tvtechnology.com
Philippines Highlights: ABS-CBN is trimming losses through digital revenue gains, improving local premium inventory stability. Source: philstar.com
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