Singapore Attitudes to Connected TV During COVID-19

Connected TV consumption is on the rise in Singapore, with new research showing that 43% of Singapore consumers are spending more time watching CTV content since the start of the pandemic. 

As the pandemic has rapidly accelerated the growth of CTV, it’s more important than ever before that brands understand and embrace the medium. Almost 43% of Singapore consumers have tried a streaming service.

Key findings include: 

• 87% of the Singapore population now have access to CTV content through various devices, with 42% now owning three or more devices; 

• 77% of Singaporeans say they would prefer to watch their favourite TV programmes for free with ads rather than pay for an ad-free experience; 

• 77% of Singapore consumers plan to reduce the amount they pay for TV services — 34% plan to switch to free-ad-supported services, 33% plan to reduce the number of paid for streaming services they use, and 29% plan to cancel their cable TV; 

• More relevant targeting and greater personalisation mean CTV ads performs better than the TV average in Singapore across key indicators. Compared to the average TV viewer in Singapore, after seeing an ad on TV, ad-supported CTV users in Singapore are: 

• • 13% more likely to tell a friend about a brand;  
  • 14% more likely to buy a product;  
  • 6% more likely to visit a store or website;  
  • 7% more likely to search for a brand; 
  • 9% more likely to have an improved opinion of the brand.

COVID-19 Drives Connected TV Advertising Demand

Work from Home

Since the onset of COVID-19, increased digitalisation has been an undeniable trend. The time spent on TV viewing has almost tripled. What’s more, linear TV viewers are clearly shifting to CTV.

High CTV access and usage is not unique to the current health crisis. Trends have been headed upward for some time. As of March 2020, Nielsen data showed that 76% of U.S. homes had at least one connected device. But because access doesn’t always equate to usage.

The increase in viewing in the living room speaks to the growth of co-viewing as consumers choose to watch content together—especially during a global pandemic, which has likely provoked consumers to lean into their families and loved ones during the health crisis.

While co-viewing levels have come down from their peaks during the week of March 23, they remain higher than before the COVID-19 pandemic for most demographics.

The changes in consumer behavior are leading to a shift in advertisers’ and publishers’ behavior as well. Publishers and ad tech companies offer brands the ability to switch creatives quickly and provide data-driven insights into how different messaging is resonating with consumers. As a result, advertisers shift to CTV ads and pour more ad budgets into the ecosystem.

Connected TV Marketing Association APAC Board

                                                             Sydney, Australia

Leaders of the Australian advertising, media and entertainment sector converged at the Powerhouse Museum in Sydney on Wednesday, for the inauguration of the Connected TV Marketing Association’s APAC Board.

With a third of Australians planning to buy a smart TV or internet-connected device or set-top box this year, 2012 marks a turning point for connected television viewing in the region. At the summit, Founder and President of the Association, James Grant Hay announced the appointment of Professor Duane Varan, Executive Director of the Interactive Television Research Institute at Murdoch University as its Honorary APAC Chairman.

Professor Varan will preside over a board of directors from company representatives as diverse as ABC, Accedo, SBS, and the NBN Co. Limited. In accepting the nomination of Chairman, Professor Varan said:

In an age of perpetual change, it's critical that all players across the new value chain work together to build vibrant new business models. There are exciting new opportunities for connected TV in the road ahead which the Association hopes to help cultivate in this region".

The launch in Sydney also included a Smart TV presentation from Samsung Electronics Australia and was attended by representatives from Australian companies, including Telstra, Viocorp, BBC, Netgem, Village Roadshow, Adconion, Brightcove, and special guest from London, Shirlene Chandrapal Vice President of Connected TV at Smartclip.

 CTVMA Media Launch

With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA had been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms. On the panel, the association’s Asia-Pacific Vice President and Director of Accedo, Matt Kossatz said:

"Connected devices offer brands and content owners the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides and TV's on-screen app store”.

Circular Quay

In closing, Founder and President Asia-Pacific of the Connected TV Marketing Association James Grant Hay said:

"We are delighted with today's turn out and thank Professor Varan and all the APAC board members for their valuable time and future contribution moving forward. Our presence in the region is now well and truly established”.

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process with the consumer electronics industry, inviting leaders from the advertising, media and entertainment sector to participate in formulating an open industry terms of reference.

Since launching in November, the association now comprises of 117 Country, Regional and Chapter appointed Presidents, Vice-Presidents with representatives around the world. A complete list of new APAC board members visit the website.

The board now plans to schedule its first agenda meeting and announce details of its next Sydney event in June as part of its attendance at the Connected Entertainment Summit.

Connected TV Marketing Association Foundation

Leaders of the CTV advertising, media and entertainment sector converged in New York, London and Melbourne for the inauguration of the Connected TV Marketing Association (CTVMA), the global industry trade body of the advertising, media and entertainment sector.

Television advertising will join the 21st century, as Internet connected televisions, from brands such as Samsung, Sony and LG, are predicted to make up to 90% of the global TV market by 2014, with sales, reaching 123 million.

Connected TVs offer brands the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides. With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA had been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms. For immediate release:

James Grant Hay, Founder and President Asia-Pacific of the Connected TV Marketing Association:

"The CTVMA is being launched today to address these issues currently being faced, by not only advertisers, broadcasters and rights holders alike but, by the TV set makers themselves. As TV platforms are likely to compete with broadcasters to buy programme content from rights holders and serve advertising against it."

Doug Scott, Honorary U.S. Chair of the CTVMA, President of Ogilvy Entertainment (WPP):

"Ogilvy is committed to the development of advertising and original brand funded programming on Connected TV platforms to enable a direct dialog between consumers and brands."

Zachary Weiner, Co-Founder and President North America of the Connected TV Marketing Association:

"Connected TV platforms supersede broadcasters in owning programme content and selling advertising against it. Marketers are also frustrated by the lack of audience information on who they are targeting and ad networks face issues of interoperability, scale and standards across platforms".

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process, inviting leaders from the advertising, media and entertainment sector to participate in formulating an industry terms of reference. The CTVMA comprises 47 Country, Regional and Chapter Presidents, Vice-Presidents with CE representatives around the world.

An Australian board will be announced at the CTVMA’s first industry event in Sydney on March 7, 2012. For more information visit the website. Official launch photos. Follow @ctvma