Singapore – A new report from Nexxen has recently highlighted key preferences and habits around advertising platforms and formats-specifically on OTT platforms. In its report, it highlighted that around51% of surveyed consumers in Singapore said they watched content on ad-supported streaming platforms such as meWATCH, Singtel CAST, Viu, iQIYI, WeTV, Tubi TV, and Viddsee multiple times per week.
Moreover, some 35% indicated that they watched once a day or more. Among the ad-supported content viewers, meWATCH was the most popular streaming platform.
In Singapore, mobile devices lead as the primary platform for consumption at 77%, followed by Smart TVs at 64%, demonstrating a growing demand to consume content across larger screens. Computers and laptops followed at 51%. Tablets, streaming devices and game consoles were also represented, but with fewer users primarily using them for consumption.
Meanwhile free, ad-supported platforms are popular among Singaporean consumers, 60% of whom identify cost as a key factor in their choice of video streaming platform. Nexxen also signalled that ease of use was another leading factor of this choice.
The report also highlighted that the format and delivery method of ads clearly matters, with the data stating that viewers prefer shorter ads that deliver value without disrupting their experience. This is why 61% of advertisers are already using 6 to 15-second ad formats around content to meet this demand.
In addition to brevity, the occurrence of the ad relative to the content is also worth noting. When asked which types of ads generally caught their attention when watching ad-supported streaming platforms, 36% of consumers identified pre-roll ads (running before the content starts), and 32% identified mid-roll ads (displayed during the show). Pre-roll ads were identified by 44% of advertisers as being effective.
Effective personalisation is another important ingredient in increasing the likelihood that ads will be noticed and acted on. Viewers (41%) also indicated this as an area where ads on streaming platforms could improve; they want more personalised ads that are relevant to their interests.
The report also highlighted insights from advertsers, noting that 50% of advertisers are planning to incorporate OTT into their media strategies within the next two years.
While not all surveyed advertisers are currently using OTT, around 73% of them hold a positive impression of its role in the marketing mix, with more than 25% recognising its potential to outperform traditional media.
Half of surveyed advertisers are already anticipating to benefit from these trends, while the other half are still on the fence, despite generally holding a positive impression of OTT advertising’s capability.
Lastly, the report observed that 73% of Singapore-based advertisers hold a positive impression of OTT advertising and expect to factor it considerably into their overall marketing mix in the next 2-3 years. Additionally, more than a quarter of advertisers see potential to outperform traditional media in this sector.
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