GMA New Media Inc. (NMI), GMA Network’s interactive solutions arm, is poised to seal the year with a 56-percent increase in revenues from advertising.
The wholly owned subsidiary of GMA which offers interactive applications in TV, mobile, web marketing and online gaming saw a robust 56 percent growth in online advertising compared to last year.
NMI generated P71.5 million in the first 11 months of 2015.
NMI’s growth strategies for the year, which include the optimization of the GMA Network portal (www.gmanetwork.com) for the efficient adoption of programmatic buying, continuous website enhancements paired with the effective use of social media, and initiatives to provide users an engaging browsing experience, accounted for the increase.
Web metrics for GMA News Online (www.gmanetwork.com/News) and GMA’s Entertainment website (www.gmanetwork.com/Entertainment) also continued to show that GMA’s websites garnered significantly more pageviews versus last year, alongside an expanded audience reach, according to Effective Measure.
In January to November GMA News Online and GMA’s official entertainment website have increased their metrics with year-on-year growth reaching 115 percent to 1 billion pageviews and 537 percent to 643 million pageviews, respectively.
The GMA Entertainment portal has outdone its competitor ABS-CBN.com in terms of total year-to-date pageviews, with the latter generating 561 million, or 82 million less than the GMA website.
Effective Measure data also showed unique browsers for GMA News Online and the Entertainment websites also grew 60 percent to 13 million, and 265 percent to 4.9 million, respectively.
“Besides the steady growth in online traffic, advertising inventory has likewise expanded due to continuous back-end improvements that create more opportunities for monetization. We remain focused on strengthening our efforts to further increase our potential for added revenues,” said GMA New Media Senior Vice President and General Manager, Dingdong Caharian.
GMA NMI’s YouTube revenues also significantly improved by a 101 percent for the first eleven months of 2015.
The growth in sales can be attributed to the huge increase in online video consumption and indicates that GMA content remains to be preferred and relevant.
NMI’s subsidiary, Digify Inc., sustained its four-year growth streak that began on its first year of operations in 2011. 2015 proved to be Digify’s strongest year yet as the technocreative R&D lab posted a 49 percent increase in revenues from previous year.
The growth was primarily fueled by the continued demand for mobile, web and smart TV applications.
Digify bagged several key accounts, including SM Prime Holdings Inc., which commissioned the company to develop its SM Supermalls iOS and Android mobile apps.
The company also further fortified its partnership with Samsung Electronics Philippines Corporation (SEPCO) as it powered all the interactive displays in three major SEPCO-sponsored museum exhibits, Propaganda and Frames of Reference at the Lopez Museum, and BenCab in Two Movements at the Yuchengco Museum.
Two of its recent works – the Kapuso Milyonaryo app for GMA Marketing and Del Monte Kitchenomics App for Del Monte – won three golds and one bronze prizes at the Mobex Awards held in Singapore.
Digify first earned recognition for its proprietary augmented reality platform that can detect both visual and sonic markers. In 2015, it began its foray into location-based marketing with the launch of its technologically advanced beacon technology called PinPoint, a real-time, targeted, retail and events marketing solution.