The Shift To Mobile Video In Southeast Asia

People in Southeast Asia (SEA) used to watch the television at predictable timings before the smartphones and tablets come along. Now, people have access to videos on the go to watch whenever and wherever they want. Here are the 2 key mobile video trends in SEA and what it means to marketers.

Mobile is the first screen for video
In most of SEA, more people have televisions than smartphones, but the landscape of Singapore is a reflection of what the future is like, where 88% own smartphones, and 87% own televisions. The gap between countries in SEA is way narrower than countries such as the United States and United Kingdom. There is a 11% gap in Malaysia, 13% gap in Philippines, as compared to 33% difference in the United States and 23% difference in the United Kingdom.

Online video means desktop in the West & mobile in SEA
When people watch online videos in SEA, mobile is their first screen of choice. Southeast Asian countries have a significantly higher rate of video viewing in their smartphones as compared to the West (72% of people in Thailand watch videos on mobile, while only 41% watch videos on mobile in the United States).

The gap between desktop and mobile video watching is bigger in many of these countries, where for instance, 12% more people in Indonesia watch videos on mobile than on desktops, while in the United Kingdom, the difference is only 5%.

Mobile is changing marketing
Marketers are being pushed to rethink the channels they are using to engage with customers due to the rapid and massive changes that mobile is creating. Mobile has opened up many opportunities, and marketers are able to make use of it to connect with their target audience to increase brand awareness and loyalty.

Mobile ads have a positive impact to brands, and by running ads on both television and mobile is much more effective than running an ad on television alone. According to Google, top of mind brand awareness was 11 percentage point higher for people who have seen both television and mobile ads. Additionally, the top of mind ad recall was 10 percentage point higher for people who are exposed to both television and mobile ads.

This shows that mobile ads has a wider reach of target audience than television, and are able to reach engaging audiences. In Indonesia for instance, almost 9 out of 10 respondents (87%) reflected that skippable video ads allow them to choose ads that they are interested in.

Without a doubt, the current global trend is mobile video, and SEA has worked towards a mobile first world earlier than the Western countries. Hence, marketers should focus on SEA first to find out more about the future of video advertising.

YOOSE is a global audience intelligence platform that aims to connect marketers with their most valuable consumer segments. We have been delivering innovative and powerful mobile campaigns for global brands since 2008. Evolving beyond location based solutions, YOOSE understands how a combination of location and audience profiling is changing the way brands interact with their consumers. We combine cutting edge innovative technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of location based mobile advertising.
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