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.

Case Study: Listerine’s YouTube Campaign

Listerine tried to bring their brand idea of ‘what you put your mouth through’ to life in an extremely visual way, with a touch of comedy via its YouTube campaign, “Mouth vs. Life”, supported by mastheads on the YT homepage, TrueView Video Ads and Promoted Videos.

Watch the YouTube campaign case study below:

Listerine’s YouTube channel received no less than 2.5 million views with a dwell time of 1 minute and 2 seconds. They also received 55 million impressions across their mastheads.

Impact of a YouTube Campaign on Offline Sales

We do see more and more clients taking advantage of online video marketing; YouTube is becoming a very popular channel for advertisers. However, YouTube campaign is often treated as a separate marketing channel and its impact is often ignored.

Google recently released a case study with Nutrigloss conducted in France. The study shows the incremental impact of a YouTube campaign on the offline sales of Nutrigloss shampoo.

Key findings are as follows:

  • L’Oréal’s media spend became more efficient by using YouTube. Swapping some TV for YouTube achieved equivalent sales for 13% less budget.
  • Adding a YouTube campaign after a TV burst helped to maintain sales up to 17% above their post-TV level.
  • Up to 35% of those exposed to the YouTube & display campaign were not reached by TV.
  • The YouTube & display campaign was very effective in complementing TV, over-exposing those least exposed to the TV campaign.

You can download a copy of this case study here.

The same as other digital channels, there is a test and refine process required for YouTube marketing; what businesses need to do is to integrate it with other channels and measure the performance and impact of your online video campaigns on your sales.

Engage Viewers with TrueView Video Ads

TrueView Video Ads give viewers choice and control over which advertisers’ messages they want to see and when.

Advertisers are charged only when a viewer has chosen to watch the ad, not when an impression is served.

InStream Ads

InStream Ads

With InStream Ads, users gets a choice to continue to content or watch an ad after 5 seconds of ad viewing. Advertisers only pay when the viewer has watched 30 seconds of an ad or to its completion, for example, if it’s a 15 second ad.

InSlate Ads

InSlate Ads

With InSlate Ads, users have the option to choose one ad among many or watch regular commercial breaks. Advertisers only pay when their ad is chosen to be watched.

If the users are not interested in your ads, they don’t watch it and you don’t pay.

TrueView Video Ads are very good for engagement campaigns and it’s also a good way to see how well your creative agency has made the ads for you.

Find out more on TrueView Video Ads.