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:

Singapore and Malaysia Saw the Biggest Confidence Declines in Q4 2011

Top 10 Consumer Confidence Index Countries

Top 10 Consumer Confidence Index Countries

Consumer confidence also fell by nine points last quarter in Singapore  to 94, alight above global average 88 according to third quarter global online consumer confidence findings from Nielsen.

According to the same Nielsen survey, Global online consumer confidence fell for the seventh consecutive quarter as confidence in 31 of 56 global markets measured declined. Top concerns of online consumers in Asia Pacific are economy, job security and work/life balance. [Read more...]

Singapore Consumers Spending 25 Hours Online per Week

According to Nielsen, digital consumers in Singapore are the heaviest Internet users in the region, averaging 25 hours online per week.

Rapid technological developments and increasing ownership of mobile connected devices, such as smartphones and tablets, are revolutionising digital media usage in Singapore. Internet usage is surpassing time spent on traditional media such as television, radio or print.

Nielsen also predicts that 89% of Singaporean digital consumers will own a smartphone by mid-next year. Facebook emerged as the dominating social media site across South-east Asia, with 77% of digital consumers in Singapore maintaining an active profile.

YouTube ranked as second or third most popular social networking site in South-east Asian markets, with 45% of digital consumers in Singapore having an active YouTube profile.

Download the latest Singapore Stats whitepaper here.

Singapore Facebook Users Spend The Longest

Experian Social Media Study

Experian Social Media Study

A recent Experian study found that Singapore Internet users spend the longest on Facebook, with an average of 38 minutes and 46 seconds per session. This study illustrates the importance of Facebook marketing to those who still wait and see.

Facebook is turning from an optional marketing channel to one that marketers shouldn’t miss. However, rushing to the Facebook to promote your products or services without proper strategy and planning will simply cost you a lot more than what you can gain.

Compelling and interactive content that engage the prospective customers is essential for your brand on Facebook.

Consumers More Interested in Brands after Exposure in Digital Media

APAC Internet Users Whose Interest in Brands Changed After Viewing Digital Media

APAC Internet Users Whose Interest in Brands Changed After Viewing Digital Media

Across Asia-Pacific, which included China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand, respondents showed an 83.8% increase in interest in using a brand after coming across it in digital media according to research commissioned by TNS and Campaign Asia. [Read more...]

Case Study: LEGO Singapore’s Mobile Campaign

When LEGO Singapore extends the reach of their digital advertising to the mobile audience to increase awareness and sales of the DUPLO bricks and sets.

They also sought to create a more immersive, interactive experience to draw in viewers using both traditional and interactive video – all delivered on any mobile screen.

LEGO saw a 1% click-through rate on the banners taking users to the mobile-optimized page and a 1.3% click-through rate on the banner ads leading viewers to the interactive video. 10.65% of users clicked on the “Learn More” button to obtain more information and spent an average of 23 seconds watching the 30 second video.

Watch the video to find out more:

Source: Google

Singapore Internet Statistics

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Download a copy here and also view Singapore Facebook Stats here or download here.