By Bernie Cahiles-Magkilat   Marketing budgets of automotive brands to the digital domain have dramatically increased to 30 percent from 5 percent less than a decade ago, according to the country’s leading digital automotive platform. Carmudi Philippines CEO Cholo Syquia noted that more consumers go online for their purchases, an increasing number of companies are beefing up their online spend to reach wider audiences, increase site visits, and maximize their revenue potential. According to Syquia, the increase in online advertising by auto brands is evident in large markets like the US, China, and India. However, emerging markets like the Philippines are not far behind, especially with an internet-savvy population. Coming from the company’s recent acquisition by leading Indian auto tech group, CarDekho, Syquia said all signs point to this development maintaining an upward trajectory for the foreseeable future. Syquia further revealed that most of its advertising revenues come from brand new cars or OEMs because these companies have bigger marketing budget allocations. The OEMs contribute 60 to 80 percent of its business. There is also tremendous opportunity presented by motorcycle sales, a particularly promising revenue stream in light of its growing popularity as a mode of transportation in the Philippines. Syquia further said that Carbay Philippines Inc., which operates both Carmudi Philippines and Zigwheels Philippines, is in a good position to capture advertising monies from car and motorcycle manufacturers. This is because the group has the biggest digital audience in this space with over 10.7 million users and 17.6 million sessions as of 2019. Even as the company foresees revenue growth from brand-new car advertising, it is also looking at a significant increase in advertising from used cars and related businesses. “Carmudi.com.ph has had the largest network of used-car dealers for a several years now, and we have noticed increased interest and clamor for this group to be more present digitally,” he said. Ancillary businesses such as financing companies, insurance, and other maintenance products like tires, lubricants, and batteries are also trying to ride the digital wave. Syquia expressed optimism this trend is being sustained for a long time. Syquia also acknowledged that brick-and-mortar show¬rooms and shops are not going away anytime soon but it showed that people are increasingly using online platforms not just to gather information but to make purchases as well. With two distinct websites - Carmudi.com.ph and Zigwheels.ph - Syquia said they can address customers’ needs. Zigwheels Philippines is skewed towards new cars and Carmudi Philippines towards used vehicles. There will be an intersect of offerings, but there are also commonalities in terms of shared conveniences and best practices. “We are also establishing two distinct content teams to deliver useful, exciting, and dedicated multimedia material as we cover the transportation and mobility scenes here and abroad,” he said.