Why Asia Marketers (Especially Singapore) Need to Increase Digital Spend for Marketing

Number of Hours Watched

Number of Hours Watched

According to a new Nielsen report on the changing Asian media landscape, Asian countries rank amongst the top globally for media consumption with four of the top five nations for home TV and online video usage located in the region.

Asian countries also took all five spots when it comes to mobile video usage, among which Singapore ranked number five in Nielsen’s Mobile Video Usage Index with over 3.5 million mobile video viewers (compared to 3 million TV viewers and 2.5 million Internet video viewers).

40% of online consumers in Asia Pacific claim to view online product reviews for purchase decisions. Consumers in Vietnam were most likely to turn to online reviews before making a purchase decision at 81 percent, followed by Chinese (77%) and Thais (69%).

Although online advertising has a higher average return on investment and digital advertising accounts for 14% of global advertising spend, budget allocation to digital platforms in Asia Pacific is failing to keep up: it accounts for less than one percent of total spend in markets such as Singapore, Malaysia and Thailand.

However, it’s also a period of time you can utilize the low-budget allocation on digital in this region as when many companies shift more budget from traditional marketing to digital, it will cost you a lot more.

Online Video Advertising Opportunity in Southeast Asia

Incitez just partnered with PPTV, one of China’s biggest online video platform with client software on PC, Mac, iOS and Android devices, to provide low cost video advertising opportunities in Southeast Asia. If you are interested to find out more, please download the brochure below:

Southeast Asia Consumers Highly Influenced by Online Advertising

Influence of Web Advertising on Southeast Asian Consumers

Influence of Web Advertising on Southeast Asian Consumers

In a recent Nielsen research indicates that consumers in Southeast Asia are highly influenced by online advertising; much higher than the global average. More than half (54%) completely or somewhat trust consumer opinions posted online.

The same survey also shows that 74% SEA consumers found “behavior targeted ads” useful (online ads that are delivered to consumers based on previous purchases or other web sites visited), compared to just 58% globally. Consumers in Philippines and Vietnam were most receptive to such ads (83% and 82%, respectively). [Read more...]