Singapore – Shoppable videos have emerged as one of the highest converting advertising formats in Southeast Asia (SEA), according to a report from BPaaS company AnyMind Group. The report uncovers insights into how key SEA markets discover and purchase products in the digital environment.
AnyMind’s report examines consumer-to-brand interactions and behaviours across the awareness, consideration, and conversion stages. It also analyses ad performance across marketing channels, including digital, mobile, influencer, and e-commerce marketing.
Insights from the report aim to assist brands and marketers in adapting and thriving in a connected, mobile-first world. It covers consumer behaviour from Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.
According to the report, shoppable videos are among the top converting formats, particularly in markets like the Philippines, Malaysia, and Indonesia. Providing a seamless path to purchase from product discovery, shoppable videos have outperformed traditional formats.
In-game advertising is also seen as one of the most effective drivers of awareness in SEA, especially when combined with social media and video platforms. According to the report, the three-channel digital mix can achieve over 40% reach across the region, accelerating brand visibility.
Additionally, SEA consumers are most responsive to video ads when they are delivered one to three days before a purchase. This window encourages users to act upon their intent, especially in markets like Malaysia and the Philippines.
Aditya Aima, managing director of growth markets at AnyMind Group, commented, “The increasing digital fragmentation across Southeast Asia means that brand-to-consumer engagement now occurs across a dynamic network of touchpoints, from in-game ads and short videos to livestream commerce and direct messages. As the landscape continues to evolve, businesses must stay updated to effectively optimise resources and deploy more strategically for incremental outcomes.”
