In a recent study conducted by Nexxen in partnership with Milieu, Navigating the Future of OTT Marketing in Singapore, some 560 survey respondents from the country revealed their preferences and habits around advertising platforms and formats.

According to the study, 51% 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. Some 35% indicated that they watched once a day or more. Among the ad-supported content viewers, meWATCH was the most popular streaming platform.

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.

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.

What format and delivery of ads do consumers like?

The format and delivery method of ads clearly matters. According to Nexxen’s research, 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.

The report also highlighted that ads on OTT platforms inspired considerable viewer action. With 36% of respondents researching products online and 33% visiting brand websites after viewing.

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.

Further engagement data from the report suggests that Singaporean consumers desire ads offering immediate benefits and personalisation.

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Advertisers excited about the future of OTT

As part of Nexxen’s research to chart and understand the growth of the OTT market in Singapore, the advertising technology company also sought insights from current and potential OTT advertisers.

Nexxen surveyed 60 Singapore-based advertising professionals, with the group consisting of those working in digital marketing with decision-making capabilities. Respondents were consulted to gauge their adoption of and sentiment around OTT advertising, as well as the benefits that those who had adopted had seen.

The data suggests 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, as mentioned above, 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, according to Nexxen.

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.

Nexxen 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.

Moving forward, Nexxen expects that OTT advertising will continue to grow in Singapore and the wider region, and notes that it is an exciting time to watch how this channel continues to make headway in the marketing landscape.

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About the Survey

The survey cohort consisted of two groups: 500 consumers who regularly engage with ad-supported video content, and 60 advertisers working in digital marketing with decision-making capabilities. The first two sections of the report focus on the consumer / viewer experience, while the final section concerns advertiser insights.

For the full report, which includes more data as well as generational insights, visit this link.

About Nexxen
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize data and advanced TV in the ways that are most meaningful to them. Our flexible and unified technology stack comprises a demand-side platform (“DSP”) and supply-side platform (“SSP”), with the Nexxen Data Platform at its core. With streaming in our DNA, Nexxen’s robust capabilities span discovery, planning, activation, monetization, measurement and optimization – available individually or in combination – all designed to enable our partners to achieve their goals, no matter how far-reaching or hyper niche they may be.

Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on the London Stock Exchange (AIM: NEXN) and NASDAQ (NEXN). For more information, visit www.nexxen.com.