A new era of premium, culturally connected advertising arrives for Philippine brands
As Filipino viewers continue shifting from traditional TV to digital platforms, brands are now racing to meet audiences where they actually spend time streaming their favorite Asian dramas, variety shows, and K-content hits. This growing demand for culturally relevant advertising has paved the way for a major collaboration between InnovationOne, the digital arm of United Neon Media Group (UNMG), and VIU Philippines, one of Asia’s leading streaming platforms.
This partnership opens up fresh opportunities for advertisers looking to tap into a young, digital-first audience that treats streaming as the new primetime.
Creating More Meaningful Brand Visibility Through Premium Asian Content
Through this collaboration, InnovationOne gains direct access to VIU’s ad inventory including branded content integrations embedded within the platform’s most-watched titles. From blockbuster Korean dramas to VIU Originals and regional hits, brands can now appear beside content Filipinos are already emotionally invested in.
InnovationOne Managing Director Raphael T. Layosa described this as a huge advantage, noting that “Filipinos are among the world’s biggest consumers of Korean and Asian entertainment,” and that appearing alongside such content gives brands a deeply engaged audience receptive to storytelling-driven campaigns.
Strengthening Digital Marketing with Cultural Access
The ceremonial signing of the partnership included leaders from VIU and UNMG:
- Raphael T. Layosa, InnovationOne Managing Director
- Vicente Sy-Quia, VIU Philippines Country Head
- Torto Canga, VIU Philippines Channel Revenue & Partnerships Head
- Michael San G. Mendoza, UNMG Chief Commercial Officer
UNMG Deputy COO Benjamin Lim emphasized that the partnership aligns with their mission of pushing advertising innovation forward. He explained that “streaming has become the new primetime,” and this collaboration gives brands something far more powerful than simple ad placements, it gives them cultural access, backed by data, insights, and audience passion points.
Reaching Filipino Viewers in the Platforms They Prefer
The partnership arrives at a pivotal moment, as more Filipinos opt for on-demand streaming over linear TV. VIU’s dual setup, an ad-supported free tier and a premium subscription tier ensures advertisers reach diverse audience groups with strong watch-time and engagement.
With InnovationOne’s end-to-end expertise in strategy, analytics, creative content, social media, and performance marketing, brands now have a comprehensive pathway to activate campaigns that feel natural, relevant, and deeply integrated into Filipino viewing culture.
A Win for Content-Driven Advertising
As streaming continues shaping Filipino pop culture, partnerships like this help brands stay visible in the moments that matter when audiences are fully immersed, inspired, and emotionally connected. For businesses looking to elevate their storytelling or boost digital reach, InnovationOne and VIU’s collaboration offers a smart, strategic path forward.
If you're aiming for campaigns that resonate, now’s the time to plug into the content Filipinos love.