Out-of-home advertising has formed part of the backdrop of our daily lives via billboards at stadiums, posters on public transport, digital displays at shopping malls. Locations such as Singapore’s Orchard Road have become associated with big, splashy campaigns – with standout moments such as the adidas Orchard Ignition takeover ahead of the Singapore Grand Prix gaining widespread attention.
Despite being around for a long time, and facing competition from other forms, data from YouGov Profiles suggests many Singaporeans notice OOH. Approaching half (45%) say out-of-home ads catch their eyes either once (15%) or multiple times a day (31%). A further two in five (40%) notice them at least once a week, with 12% saying they notice these ads at least once a month.
Younger Singaporeans – perhaps by virtue of being out and about more – are more likely to notice ads at least once a day (50%), compared to two in five (39%) over-55s.
The locations and formats Singaporeans most notice OOH ads
Out-of-home is a broad category, so let’s get into the detail of where Singaporeans are most likely to see OOH ads.
Among those who notice OOH ads, our data shows locations where consumers are a captive audience fare best. They are most likely to notice them is on public transport (78%), followed by on elevators (60%). These are not insubstantial numbers, especially in the face of the prevalence of smartphones. Younger consumers aged 18-34 are more likely to notice ads at a cinema (43% vs. 28%), at the airport (36% vs. 30%), at a stadium (28% vs. 12%) or on street furniture (24% vs. 16%) than consumers over 35.
However, the data also suggests that ads get noticed when people are out and about. Half of Singapore’s consumers say ads on buildings or the roadside get their attention (52%), with two in five (41%) saying the same of the cinema or the airport (39%). Just over a fifth say they recognise ads on street furniture (23%) or at stadiums (22%).
As with locations, some formats fare better than others. Two of the more “traditional” formats gain particular traction, with over six in ten saying they notice posters (64%) and billboards (62%). Just under half notice the likes of interactive displays (48%), signs (48%) or point of sale displays (45%).
Younger consumers aged 18-34 are more likely to notice billboards (56% vs. 48%) than over-35s.
Putting the “ooh” in OOH: What makes ads memorable
While location and format are two parts of the equation, content is the other. We analysed the views of Singaporeans who notice OOH ads to see what they think makes an ad memorable.
Many see arresting visuals as one clear way to get noticed, with most Singaporeans appreciating strong design (74%), images (56%), and bright colours (50%). Personal relevance is a close fourth (49%) – but it can be particularly tricky for public ads to feel relevant to each individual consumer and whether brands should cast a wide net or aim for a specific kind of customer may depend on the campaign. Consumers in the 18-34 age bracket are more likely to say a brand name (49% vs. 40%) and interactivity (42% vs. 34%) make an ad more memorable. Over-35s, by contrast, are more likely to notice images (60% vs. 51%) and words (44% vs. 36%) than the younger cohort.
So, while a lot of attention may be focussed on newer digital formats, the data is clear that OOH is still a vibrant part of the marketing mix in Singapore. The expansion of global OOH inventories and brands investing more in high-traffic environments like MRT stations, malls, and transport hubs, marketers are making visibility a priority.
It can benefit a brand to make sure an OOH ad is in the right place and uses the appropriate format, but – as with any ad campaign – messaging and execution will remain paramount. Buying the space is just the first step.
Methodology
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses using a 52-week dataset updated weekly. Data for Singapore is nationally representative and weighted by age, gender, race, and region.
Image: Getty