Why video advertising is the future in Singapore's online industry

Dwindling CTR’s, High CPC’s and lesser ROI’s are a common trend in the online Campaigns in Singapore. We talk about digital advertising as the next big thing after TV, print and other traditional media, but it’s time to move beyond the traditional online advertising methods (CPM, CPC, banner adverting etc).

In an educated market like Singapore, advertisers asking about CPM and CPC’s are asking the wrong questions. Advertisers should be more concerned about Branding, Brand Health, and Image in the users mind.

It’s not about how many people clicked on your ad but how many people saw it and what impact it left on their mind.

This is where video advertising comes in; I am not talking about the tradition in-banner video ads, but more interactive video platforms that allow complete branding around the TVC with various touch points & social connect.

One of the most interesting statistics is the amount of video being consumed by each individual person in Singapore, up to 110 videos per viewer, and 11.4 hours per viewer. I’m not too sure if this is over a day, a week, or a month, but it is still pretty significant.

Video advertising not only allow you to have a uniform creative message (in sync with TV ads) throughout but also keep the users engage to the creative. Advertisers can brand multiple products on the same creative with multiple touch-points, showcase interactive games & create a virtual environment for users to interact with the product.

The best part is that advertisers pay only for the users who saw the ad & not on CPM basis.

Some of the other features offered in video advertising are the use of a survey to calculate the impact of the ads so that the advertisers may refrain from shooting in the dark. Also, these are not pre-roll advertisements where the user is forced to see the ad but a click to play, where the social sharing also helps to spread it as a viral.

The next question to be asked here is “where is the ROI?” Well a healthier brand sells for itself. What is the first thing that comes to the users mind when you think of Car, Mobile Phone, Hotel, Airlines etc?

If this is not your brand, then you are spending at the wrong place. In the long run, Advertiser ad-spends will go down once the brand image is fully established; they might just need to spend to promote the offers.

So In less than 30 years, the Internet has grown from almost nothing to more than 2 billion users. So next time you advertise think it’s not only the medium in advertising but also the platform.  

Sahil Sachdeva, Account Manager, Tribal Fusion