Study reveals changing trends in OTT ads in Singapore

The latest study by Nexxen in collaboration with Milieu provides insights into the evolving landscape of over-the-top (OTT) advertising in Singapore, revealing consumer preferences and advertiser sentiments.

The research surveyed 560 Singaporean consumers to identify their habits and choices related to advertising platforms and formats. Findings showed that 51% of respondents engage with ad-supported streaming platforms like meWATCH, Singtel CAST, and Viu multiple times per week, and 35% do so at least once a day. Within this group, meWATCH emerged as the preferred choice.

A significant portion of consumers, specifically 60%, cited cost as a determinant in choosing ad-supported streaming services. Additionally, the ease of use was highlighted as another influential factor.

Mobile devices are the leading medium for content consumption at 77%, while Smart TVs at 64% are also popular, indicating an inclination towards larger screens. Computers and laptops account for 51% of the usage, with tablets, streaming devices, and game consoles having lesser representation.

The study emphasized the importance of ad format and delivery in retaining viewer engagement. A preference for shorter ads was noted, prompting 61% of advertisers to employ 6 to 15-second ad durations. Viewers generally favoured pre-roll ads, identified by 36% of consumers, with 32% indicating mid-roll ads also catch their attention. Advertisers found pre-roll ads effective, highlighted by 44% of them.

Further advertiser insights revealed that ads on OTT platforms inspire actions, such as 36% of consumers researching products online and 33% visiting brand websites post-viewing.

Personalisation in advertising is seen as crucial by consumers, with 41% of respondents seeking more targeted and interest-specific ads.

Engagement data suggest that Singaporean consumers appreciate ads that provide immediate benefits alongside personalisation.

Nexxen also explored perspectives from the advertiser community, surveying 60 advertising professionals in Singapore. The findings indicate a positive attitude towards integrating OTT media strategies with 50% planning to do so in the next two years.

Despite some hesitance, 73% of advertisers expressed a favourable view of OTT advertising's role in the marketing mix, with over a quarter considering its potential to outperform traditional media.

"We're seeing a positive trend and interest from advertisers, with many expecting this will grow and become a significant channel in their marketing mix over the coming years," observed a Nexxen spokesperson.

The company anticipates continued growth of OTT advertising in Singapore, shaping the future landscape of marketing within the region."It's an exciting time to watch how this channel continues to make headway," Nexxen noted.