Page 12 - AeM_February_2022

RESEARCH, ANALYSIS & TRENDS

IAS’s social ads and consumer

perception study – Singapore Edition

The new study revealed the following about consumers’
social media behavior and how brands can adapt this
year:

• Social media is an effective channel for adver-
tisers to reach online consumers in Singapore:
A huge majority (99%) of Singapore consumers
have at least one social media account in use.
Close to nine in ten (89%) consumers have en-
gaged with an ad on social media in the past year,
Integral Ad Science has released the Social Ads with 29% having purchased a product or service
and Consumer Perception study – Singapore advertised.
Edition which provides an overview of social
media usage and insights into user perceptions • Online consumers are more discerning of inap-
of social media in-feed ads, a format inside a propriate ads and more cautious of the ads
user’s social feed. they see on their feeds: The growth of fake news
has made consumers less trusting of the ads they
According to the study, nine in ten (87%) Singapore see on their social feeds (43%). Sixty-four percent
consumers spend over two hours a day scrolling believe that the personal content of social media
through social media on their mobile devices. The most makes them more aware of inappropriate ads on
popular social platforms include Facebook, YouTube, social platforms. The study shows that 99% of
Instagram, and TikTok. online consumers hold social media platforms,
brands, and advertisers responsible for ads ap-
According to Magna, social media ad spending in Sin- pearing next to unsafe content.
gapore grew by 33% in 2021. Digital advertising will
continue outperforming linear advertising formats and • Content adjacent to a brand’s ad in social feeds
eventually represent 60% of total advertiser budgets by can be deemed inappropriate, and negatively
2026, with social media as a key priority. An increase in impact perceptions and behaviors towards
spending makes it crucial for brands to focus on media brands: 29% of online consumers will have an
quality to maximize their budgets on social platforms. unfavorable view of a brand whose ad appears
next to content that does not align with the brand’s
“Social media has become a mainstream platform for image. Forty-seven percent are unlikely or very
advertisers to engage with the online consumers. This unlikely to purchase a product/service advertised
report shows that nearly nine out of ten Singaporeans on social feeds that is next to unsafe content.
have engaged with an ad on social media in the past
year, and that six out of ten feel favorable towards • Contextually relevant advertising generates
brands with contextually relevant messaging. Social brand favorability and intent to purchase: 60%
media consumers are discerning about ad adjacencies social media consumers will feel favorable towards
and brands must make sure that their ads are contextu- brands whose in-feed social ads appear next to
ally relevant. While 67% of consumers hold social me- content aligned with a brand's image. Contextual
dia platforms responsible for ads appearing near un- relevance can also drive purchase intent, with 54%
safe content, it is equally important that brands take the of consumers likely to make a purchase. ◊
onus and direct their agency partners to help them align
with what’s relevant and avoid unsuitable content. A By MediaBUZZ
key aspect of this is working with a trusted media quali-
ty partner,” said Laura Quigley, SVP APAC at IAS.

12 February 2022: Social Media & Influencer Marketing