Only 29% of Singapore marketers feel in control of media options, finds TNS study

Source: TNS Marketing Monitor 2016

Source: TNS Marketing Monitor 2016

Well under a third (29%) of marketers surveyed in Singapore say they feel in control of the consumer touchpoints available to them, and a quarter are spreading their media budgets broadly to cover all bases without a clear understanding of what works, according to a survey by TNS.

A media landscape that used to be fairly straightforward, with an ad in the Straits Times doing much of the work for brands, is now increasingly complicated with the proliferation of digital channels, and Singapore marketers rate far under the regional average of 34% for feeling in control of media choices, according to TNS’ Market Monitor research.

Countries with the most advanced media ecosystems befuddle marketers the most, with a feel of control equally low in Japan (29%) and even lower in Korea (28%) and New Zealand (24%). Thai marketers seem to be the least confused by the fragmenting media landscape.

To cope with a fragmented media landscape, about one in four Singapore marketers (28%) are hedging their bets by spreading their budget across as many touchpoints as possible, higher than the regional average of 22%.

A much higher proportion, 40%, are focusing on the channels they are familiar with and know to be effective (41% regionally). Close to a third of Singapore marketers (32%) are experimenting with new channels, a smaller percentage than the regional average (37%).

This is despite research from TNS that finds that on average, 20% of the touchpoints used by a brand can have up to 80% of the impact.

“It’s clear that brands need to be doing more to understand where to place their focus and budgets to get the most value,” noted Zoë Lawrence, digital director, APAC for TNS.

Priorities for marketers in APAC

Source: TNS Marketing Monitor

While many marketers are turning to digital channels, just as big a chunk are sticking with traditional means to reach consumers. More than a third (36%) of those surveyed are using search marketing, and the same proportion are using social media. However, 59% say they are using PR, and 36% use TV advertising.

As for priorities for marketers in Asia Pacific, customer relationship management ranks top, while programmatic, an industry buzzword for the last few years, is deemed to be the least important of the options given.


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