Only 35% of Singaporeans remember targeted ads on television – claims Dataxu

Of the 60% of people targeted by personalised advertising on connected television – sets that can access the internet and offer more than just conventional television – only 35% remember the brand or product appearing in the ads, according to new research.

The ‘Outside of the Box’ report on television viewing habits in Singapore was put together by martech firm Dataxu. 

Together with research firm Sapio, Dataxu surveyed 1,003 consumers and 106 businesses in Singapore – split between media agencies and brand-side advertisers.

While recall was said to be down, the majority of Singaporeans believed the quality of their online ad experience had improved over the year.

The study revealed that 36% of people in Singapore still watched traditional TV. Predictably enough, the viewership skewed heavily towards the older demographic in the case of traditional television.

Among the streaming services, Netflix commanded the lion’s share of paid subscriptions – apparently accounting for nearly 50% of the market.

Advertisers and agencies were expected to significantly increase their investments in non-traditional television in the future, it was said. Connected TV buying was expected to go up by 31.9% over the next five years.

The full report can be found here


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing