Koreans are fastest sharers of video ads on the web, Singaporeans most likely to watch ad to the end: Unruly study

Labels Against Women: Asia's most watch ad on YouTube

Labels Against Women: Asia’s most watch ad on YouTube

South Koreans are the world’s fastest sharers of video advertising on the internet, while Singaporeans are the most likely in Southeast Asia to watch an ad through to the end, a study by ad tech firm Unruly has shown.

In the study on the geography of video sharing, it emerged that one fifth of ad views happen in South Korea within the first 24 hours of launch – much faster than the next three fastest-sharing countries, Norway, the UK and Sweden.

The report also found that Koreans are more likely to click, replay or share an ad than any other territory.

The study covered Australia, Brazil, France, Germany, Japan, Norway, Southeast Asia, Sweden, South Korea, UK and the US.

Indonesians and Filipinos are the most likely in Southeast Asia to share an ad (3.78 per cent and 2.47 per cent, respectively).

Singaporeans are the most likely in Southeast Asia to watch an ad until the end, with a 71 per cent video complete rate. Globally, Germany is the country where people are most likely to watch an ad through to it’s completion (79 per cent).

People are getting faster at sharing video ads, with the speed of sharing content online doubling in a year.

While in 2013, just over one fifth of shares occurred in the first three days, this year 42.4 per cent of shares happened in that time period.

While more than a third of internet users never share video ads, a group Unruly refers to as “super sharers” – people who share videos every week – make up 18 per cent of internet users. This group is responsible for more than 80 per cent of total video shares.

Phil Townend, Unruly’s APAC MD, commented: “Our data shows that for brands wanting to extend their audience reach and maximise earned media on their video campaigns, targeting super-sharers across a broad range of platforms greatly increases their chances of success.”

As for platform on which people are sharing, Facebook came out on top with 59.4 per cent of share, followed by Twitter (13.8 per cent), Google+ (9.3 per cent), Tumblr (5.7 per cent) and Pinterest (3.9 per cent).

The dominance of YouTube as the internet’s video-posting site of choice appears to be waning. Three-quarters of global video views are now taking place outside of YouTube, while in Japan 80.7 per cent of views occur outside the platform.

YouTube revealed the most-watched video ads in Asia Pacific two months ago.

Unruly’s report be read in full here.


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