Premium OTT - The Advertising Opportunity

Premium OTT – Building its Rightful Placein the Digital Market
A Two-Part Research Study

Premium OTT - The Advertising Opportunity
Research Conducted in Singapore by Milieu Insight Pte Ltd
PHASE I
Methodology

Online Surveys using Milieu’s Proprietary Community

Market(s)Singapore

Audience

Representative of Singapore adult population aged 16+Sample Size

N = 1,200

ResearchDates

Aug 29th 2022

Margin of error+/- 3% at 95% confidence level

Premium OTT - The Advertising Opportunity
Research Conducted in Singapore by Milieu Insight Pte Ltd
PHASE II
MethodologyOnline Surveys using Milieu’s Proprietary Community – Monadic Test DesignMarket(s)Singapore

TargetAudience

Regular OTT users (both free and paid services)

Sample Size

N = 2,000 overall, this includes 16 individual groups of n=100-150 per groupResearch Dates

January & April 2023

PHASE I

Usage & Attitude

Premium OTT - The Advertising Opportunity➢ Services covered in Phase I:

Premium OTT
Amazon PrimeApple TV+
Disney+HBO GoiQIYI

meWATCH
Netflix
Singtel Cast
StarHub TV+Viu
WeTV

Social Media & Video Sharing
Daily MotionFacebook
InstagramSnapchat
Telegram

TikTokTwitterVimeoWhatsApp
YouTubePremium OTT - The Advertising Opportunity

Offers best quality content:
Average of OTT Premium Services

58%

Average of Social / Video-sharing services

36%

Average of Linear TV

Average of Messaging Apps

47%

19%

Premium OTT - The Advertising Opportunity

Feel most immersed while watching:
Average of OTT Premium Services

51%

Average of Social / Video-sharing services

39%

Average of Linear TV

Average of Messaging Apps

44%

18%

Premium OTT - The Advertising Opportunity

Highest levels of attention:
Average of OTT Premium Services

49%

Average of Social / Video-sharing services

35%Average of Linear TV

Average of Messaging Apps

42%

24%

Premium OTT - The Advertising Opportunity

Most likely to recommend:
Average of OTT Premium Services

58%

Average of Social / Video-sharing services

47%

Average of Linear TV

Average of Messaging Apps

42%

38%

Premium OTT - The Advertising Opportunity

Most likely to notice advertising:Average of OTT Premium Services

42%

Average of Social / Video-sharing services

59%

Average of Linear TV

Average of Messaging Apps

76%

23%

Premium OTT - The Advertising Opportunity

Ads feel too intrusive:
Average of OTT Premium Services22%

Average of Social / Video-sharing services

37%

Average of Linear TV

Average of Messaging Apps

27%

19%

Premium OTT - The Advertising Opportunity

Highest quality ads:
Average of OTT Premium Services

24%

Average of Social / Video-sharing services

24%

Average of Linear TV

Average of Messaging Apps

41%

11%

Premium OTT - The Advertising Opportunity

Sought more info after seeing ads:
Average of OTT Premium Services

16%

Average of Social / Video-sharing services

20%

Average of Linear TV

Average of Messaging Apps

25%

13%

Premium OTT - The Advertising Opportunity

Made purchase after seeing ads:
Average of OTT Premium Services

14%

Average of Social / Video-sharing services

15%

Average of Linear TV

Average of Messaging Apps

19%

8%

Premium OTT - The Advertising Opportunity

Emotions after watching an hour of TV content:
Happiness

38%

Amusement

32%

Nothing30%

Relief20%

Optimism

13%

Sadness

12%

Hopefulness

12%

Frustration

8%

Something else not listed

8%

Anger

6%

Stress

4%

Fear

4%

Premium OTT - The Advertising Opportunity

Emotions after watching a Movie:
Happiness

39%

Amusement

30%

Nothing27%

Relief25%

Optimism

16%

Hopefulness

15%

Sadness12%

Something else not listed

8%

Frustration

6%

Fear

6%

Anger
Stress5%4%Premium OTT - The Advertising Opportunity

Emotions after watching an hour of UGC:
Nothing

33%

Amusement

31%

Happiness

27%

Relief

16%

Optimism11%

Hopefulness

10%

Frustration

8%

Something else not listed

8%Stress6%

Sadness

6%

Anger

4%

Fear

4%

Premium OTT - The Advertising Opportunity
Emotions after watching an hour of Social Media Videos:Nothing

40%

Amusement

24%

Happiness

20%

Relief

14%

Frustration

9%

Hopefulness

9%

Optimism

9%

Something else not listed

8%

Sadness
Stress6%5%Anger

4%Fear4%

PHASE II

Experiential Test DesignOverview of Methodology
Mass Environment
Base Video First Half
1 minute

Base Video Second Half
1 minute

Premium Environment
Base Video First Half
1 minute

15 second ad
Base Video First Half
1 minute

15 second ad
Base Video Second Half
1 minute

30 second ad

Base Video Second Half
1 minute

Base Video First Half
1 minute

Base Video Second Half
1 minute

30 second ad

Premium OTT - The Advertising Opportunity

PRODUCT RECALL+10% uplift

Correct Recall

p-value = 0.0124
z-score = 2.2444

Incorrect Recall
19%

Can’t recall

34%Note. Data reflects respondents who are OTT users (Q1) + are regular consumers of the type of video shown (Q3) + correctly recalled the subject matter of the base video (Q4).

MassPremiumPremium OTT - The Advertising Opportunity

BRAND RECALL+12% uplift

Correct Recall

Incorrect Recall

Can’t recall

p-value = 0.0035
z-score = 2.6968

10%

39%

Note. Data reflects respondents who are OTT users (Q1) + are regular consumers of the type of video shown (Q3) + correctly recalled the subject matter of the base video (Q4)

MassPremiumPremium OTT - The Advertising Opportunity

ACTIONS CONSIDERED
27%

26%

25%

27%
23%

22%
18%

18%

15%
10%

Search about brand, productor service online

Visit brand's website

Ask a friend or family about it

Mass

9%

Check online reviews forbrand, product or service

Premium

Note. Data reflects respondents who are OTT users (Q1) + are regular consumers of the type of video shown (Q3) + correctly recalled the subject matter of the base video (Q4).

7%

Go and purchase from thebrand (either online or offline)

Click on ad to learn moreAPPENDIX
PHASE II MethodologyOverview of Methodology
Group 1

We ran the test by rendering videos
that simulated ads being shown in
identifiably premium and mass
environments . We tested 4 different
ads across multiple environments andtypes of content that would typicallybe shown in those environments. We
used a monadic test design where
each respondents was exposed toonly 1 variant (i.e. 1 environment and1 ad)# of ads to betested

4x ads of different products(e.g. F&B, electronics, etc)

# ofenvironments
to be tested

1x Mass
1x Premium# of videos

2x Mass2x PremiumGroups16x in total (n=120-150samples per group)

2Mass78

Video #1

Video #1

Video #2

Video #2

Ads

Base Videos

Base Videos & Ads

Ad #1 – Casetify – 15s

Ad #2 – Tourism Australia – 30s

Ad #3 – Ember – 15s

Ad #4 – Starbucks – 30s

Stages of Experiment
Wave 1Wave 2Groups 1 to 8
N=1,000
January 2023

Groups 9 to 16
N=1,000
April 2023

Ad #1 – Casetify – 15s

Ad #2 – Tourism Australia – 30s

Ad #3 – Ember – 15s

Combined Waves
Groups 1 to 16
N=2,000

Ad #4 – Starbucks – 30s

Research DesignMONADICSEQUENTIAL

For this experiment we ran what’s known as a monadic
test. This is where we create multiple variants of a pieceof content that we want to test (i.e. A vs B) and we showeach variant to a different group. Each group will havethe same profile (i.e. proportion of age, gender, etc).
Using a monadic design allows us to test whether one
design variant outperforms another. In this case, we’ll be
testing whether an ad in 1 environment (i.e. UGC)
performs better or worse compared to another (e.g.
premium video).

Premium OTT - The Advertising Opportunity

Thank You