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Sharing rate of online video ads in Singapore lowest in Southeast Asia, finds Unruly data

UnrulyThe share rate of online video ads in Singapore is the lowest in Southeast Asia, according to data from Unruly, a programmatic video firm that helps brands’ content go viral.

The rate of sharing of online video ads – the percentage of views that have resulted in shares, in Singapore grew by just 0.5 per cent on last year, while the rate in Thailand – the region’s biggest ad-sharing nation – was 1.6 per cent.

Thailand saw the highest number of shares (14 million) and views (963 million) over the year.

Indonesia had the second highest share rates of video ads, but with less than half the shares (6 million) as Thailand, fewer views (386 million) and a slightly lower share rate (1.5 per cent).

Malaysia’s online ad share rate was just higher than Singapore’s, at 1.1 per cent.

Overall, the volume of online video ads in Southeast Asia has almost doubled over the last year, but the rate at which people share them has dropped by more than a quarter.

80.9 per cent more online videos ads have ran in Southeast Asia this year compared to last, and video shares have increased by 95.6 per cent, but share rates have dropped by 25.4 per cent, to 1.4 per cent.

Unruly suggests that as most shares in Southeast Asia happen on the first day of launch – “the viral peak” – “it is even more important for marketers to go big at the start of their campaigns.”

In Southeast Asia, 14 per cent of total shares occur on the first day, whereas the viral peak globally tends to happen on the second day, when 18 per cent of shares occur.

The sub-region outperforms the global average for clickthrough and interaction rate for online video ads, and Southeast Asian campaigns lead to greater brand association (+31 per cent) and purchase intent (+39 per cent) than the global average.

FMCG brands are creating the most shareable videos in Southeast Asia, more than doubling the number of shares over the year (up 114.3 per cent). A large increase in shares was also seen from tech brands.

Unruly said: “There is a huge opportunity for autos and entertainment brands to create strong content to compete with FMCG and technology brands. An analysis of the strongest content in the latest 52 weeks from these verticals reveals that little has been done to create content especially for social video.”

The research covered Thailand, Indonesia, Malaysia, the Philippines and Singapore, from 15 June 2014 to June 14 2015, and 14 June 2014 to 14 June 2013.

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