The state of app marketing in the Philippines – 2025 Edition

The Philippines is entering a new era of app marketing, one defined by scale, strategy, and rapid platform evolution. As installs surge and monetization diversifies, marketers are shifting from broad acquisition to more targeted, full-funnel engagement. This move brings new challenges: fraud exposure is high, and budget efficiency matters more than ever. Navigating this shift means making smarter choices—about platforms, users, and long-term value.

What’s inside:

• How the Philippines became Southeast Asia’s fastest-growing mobile market
• Category-level insights across Finance, Shopping, and Dating
• The rise of hybrid monetization and what it means for LTV
• Fraud trends, platform vulnerabilities, and where prevention is working
• Benchmarks to guide UA investment, re-engagement, and market timing