PLDT taps audience data to better reach overseas Filipino consumers

Insider Spotlight

• Overseas Filipinos remain a sizable but geographically fragmented consumer market
• PLDT Global is using TinBo audience insights to sharpen digital advertising
• Ramdam targets brands seeking more relevant, data-informed customer engagement
  
  
  

Millions of Filipinos abroad continue buying products and services that help support their families and keep them connected to home. But because they are spread across different countries, time zones and digital platforms, they remain difficult for Philippine businesses to reach efficiently.

To address this challenge, PLDT Global, the international unit of PLDT, has introduced Ramdam, or Real Audience Moments & Digital Ads Management, to help brands, merchants and enterprises run targeted campaigns for overseas Filipino consumers.

The advertising solution builds on PLDT Global's experience operating TinBo (Tindahan ni Bossing), a digital marketplace serving Filipinos overseas.

Why it matters

Traditional advertising may not fully capture the distinct online behaviors and purchasing patterns of consumers living abroad. 

PLDT Global is positioning audience intelligence as a way for businesses to improve campaign relevance while navigating a market spread across multiple digital channels.

TinBo has more than 500,000 users across North America, Europe, the Middle East and Asia-Pacific, giving the company a pool of insights into the needs and behavior of Filipino communities overseas.

How it works

Ramdam combines those audience insights with digital engagement channels within the TinBo ecosystem. The approach is designed to help participating businesses align advertising campaigns with changing consumer needs rather than relying mainly on broad demographic targeting.

Albert Villa-Real

President and CEO, PLDT Global

What they’re saying

“Overseas Filipinos continue to play an important role in the Philippine economy, not only through remittances but also through their sustained consumption of products and services that keep them connected to home,” PLDT Global president and CEO Albert Villa-Real said in a press statement.

“For businesses, the opportunity lies in developing a deeper understanding of this globally dispersed market. Ramdam reflects our commitment to enabling more meaningful and data-informed engagement with overseas Filipino communities by helping brands connect with them through relevant channels and actionable audience insights,” he added. 

The big picture

The offering reflects the wider shift toward data-driven customer engagement, as companies seek growth opportunities from overseas Filipinos’ continuing economic, cultural and emotional links to the Philippines.

PLDT Global said the service is intended to help businesses better understand those communities and strengthen connections through digital innovation, rather than simply expand advertising volume. —Vanessa Hidalgo| Ed: Corrie S. Narisma