Connected TV Advertising in Singapore: Stream Ads on Netflix, YouTube and More
Table of Contents
What Is Connected TV Advertising
Connected TV advertising Singapore refers to video advertisements delivered through internet-connected television devices, including smart TVs, streaming sticks, gaming consoles and set-top boxes. Unlike traditional TV advertising that relies on broadcast signals, connected TV ads are served programmatically through streaming platforms and apps, combining the big-screen impact of television with the precision targeting and measurability of digital advertising.
Connected TV sits at the intersection of two powerful advertising forces. It delivers the sight, sound and motion of traditional television that creates strong emotional brand connections, while offering the data-driven targeting, real-time optimisation and performance measurement that digital marketers expect. This combination makes CTV one of the fastest-growing advertising channels globally and in Singapore.
The distinction between connected TV and over-the-top content is worth noting. OTT refers to content delivered over the internet bypassing traditional cable or satellite, and can be viewed on any device. Connected TV specifically refers to viewing on a television screen. For advertisers, this distinction matters because TV screen viewing provides a premium, lean-back viewing experience with higher completion rates and stronger brand impact than mobile or desktop viewing.
The Connected TV Landscape in Singapore
Singapore is one of the most connected markets in Asia, with smart TV penetration exceeding 70 percent of households. The combination of world-class broadband infrastructure, high smartphone penetration and a tech-savvy population has created fertile ground for streaming adoption and connected TV advertising.
Streaming platform subscriptions have grown rapidly in Singapore. Netflix, Disney Plus, Amazon Prime Video, HBO Max and regional platforms like Viu and iQiyi all compete for viewers’ attention. Mediacorp’s meWATCH platform offers free ad-supported streaming of local content, adding another significant source of CTV inventory.
YouTube remains the single largest source of connected TV viewing in Singapore. As viewers increasingly watch YouTube content on their television screens through smart TV apps, Chromecast and gaming consoles, the platform has become a major CTV advertising channel accessible through Google Ads.
The growth of ad-supported streaming tiers has been a game-changer. Netflix’s standard with ads plan and Disney Plus’s ad-supported tier have opened premium streaming inventory to advertisers. These platforms attract highly engaged viewers watching premium content, creating valuable advertising environments that were previously inaccessible.
For brands already running traditional TV advertising, connected TV provides a way to extend reach to cord-cutters and cord-nevers who have shifted their viewing to streaming platforms. Together, linear TV and CTV can deliver comprehensive video coverage across Singapore’s population.
Platforms and Available Inventory
Multiple platforms offer connected TV advertising inventory in Singapore, each with distinct characteristics, audience profiles and buying mechanisms.
YouTube CTV inventory is accessible through Google Ads and Display and Video 360. Advertisers can specifically target TV screen viewers and run standard video ad formats including skippable in-stream ads, non-skippable 15-second ads and bumper ads. YouTube’s massive content library means inventory is available at scale across virtually every content category.
Netflix’s ad-supported tier offers premium inventory within original series, films and licensed content. Netflix ads are typically 15 or 30 seconds, non-skippable, and limited in frequency to maintain viewer experience. The platform’s sophisticated recommendation engine means viewers are highly engaged with the content surrounding your ads.
Disney Plus ad-supported inventory reaches family audiences and fans of Marvel, Star Wars, Pixar and National Geographic content. The platform maintains strict brand safety standards and limits ad load, ensuring a premium viewing environment for advertisers.
Programmatic CTV platforms like The Trade Desk, DV360 and Samsung Ads aggregate inventory across multiple streaming apps and smart TV platforms. These demand-side platforms allow you to buy CTV inventory programmatically, applying audience targeting across multiple content sources through a single buying point.
Samsung Ads leverages first-party data from Samsung smart TVs, which hold significant market share in Singapore. Samsung’s Automatic Content Recognition technology tracks what viewers watch across all inputs, providing unique cross-platform viewing insights and targeting capabilities.
Mediacorp’s meWATCH platform offers CTV inventory within local Singaporean content, providing access to audiences watching vernacular programming in Mandarin, Malay and Tamil. This inventory is particularly valuable for brands targeting specific language communities.
Targeting Capabilities and Audience Segments
Connected TV advertising offers sophisticated targeting capabilities that traditional television cannot match. These targeting options allow you to reach specific audience segments with relevant messages, improving campaign efficiency and effectiveness.
Demographic targeting on CTV platforms includes age, gender, household income and education level. Unlike traditional TV where demographics are inferred from programme ratings, CTV demographics are based on logged-in user profiles and device data, providing greater accuracy.
Interest and behavioural targeting leverages viewing history, content preferences and cross-device browsing data to identify audiences with specific interests. You can target viewers who watch cooking shows, follow sports, consume business news or binge comedy series, aligning your ads with relevant content affinities.
Geographic targeting allows you to focus your CTV ads on specific areas within Singapore. While the market is geographically small, you can target by postal district or planning area, which is useful for businesses with limited service areas or location-specific promotions.
First-party data integration enables powerful custom audience targeting. Upload your customer email lists or CRM data to create matched audiences on CTV platforms, allowing you to target existing customers, lapsed buyers or lookalike audiences on the big screen. This works particularly well when coordinated with your overall digital marketing strategy.
Contextual targeting places your ads alongside relevant content without relying on personal data. This approach is increasingly important as privacy regulations tighten and cookie-based targeting becomes less reliable. Content-level targeting ensures your ads appear in brand-safe, relevant environments.
Retargeting across screens allows you to follow up with viewers who saw your CTV ad on their mobile devices or desktops. This cross-device capability enables sequential messaging strategies where TV builds awareness and digital drives conversion.
Ad Formats and Creative Specifications
Connected TV ad formats are designed for the big screen viewing experience, emphasising high-quality video and non-intrusive placement within premium content.
Pre-roll ads play before the selected content begins. These are highly viewable as the viewer is actively waiting for their chosen programme to start. Pre-roll ads on CTV typically have completion rates above 90 percent, significantly higher than pre-roll on mobile or desktop.
Mid-roll ads play during natural breaks in longer content, similar to traditional TV commercial breaks. These ads benefit from the viewer’s commitment to the content, as they are unlikely to leave during a mid-roll break. Mid-roll placements offer a balance of high viewability and viewer engagement.
Non-skippable ads, typically 15 or 30 seconds, guarantee full message delivery. Most premium CTV platforms including Netflix and Disney Plus use non-skippable formats exclusively, ensuring advertisers get complete exposure for every impression.
Interactive CTV ads are an emerging format that leverages the smart TV’s internet connectivity. These ads can include QR codes that viewers scan with their phones, clickable overlays for smart TV remotes, or dynamic creative that adapts based on viewer data. Interactive formats bridge the gap between TV-screen awareness and digital response.
Creative specifications for CTV ads typically require high-definition video at 1920×1080 resolution or higher, with 16:9 aspect ratio. Audio should be mixed to broadcast standards with consistent levels. File formats, bitrates and maximum file sizes vary by platform, so check specifications for each platform you plan to use.
Repurpose your existing TV commercial production for CTV with minor adjustments. Ensure your creative looks good on large screens, includes clear branding visible from viewing distance, and has a call to action appropriate for the lean-back TV viewing context.
Costs and Buying Models
Connected TV advertising uses digital buying models, primarily cost-per-thousand impressions, making it more flexible and accessible than traditional TV buying.
CPM rates for CTV advertising in Singapore typically range from SGD 30 to SGD 80, depending on the platform, targeting precision and inventory quality. Premium platforms like Netflix and Disney Plus command higher CPMs of SGD 50 to SGD 80, reflecting their premium content environments and engaged audiences. Programmatic CTV bought through demand-side platforms typically falls in the SGD 30 to SGD 50 range.
YouTube CTV inventory is generally the most cost-effective option, with CPMs starting from SGD 15 to SGD 30, though these can increase with narrow targeting. YouTube also offers cost-per-view buying for skippable formats, where you only pay when viewers watch at least 30 seconds or the full ad.
Minimum campaign budgets vary by platform. Netflix requires significant minimum spends for direct buys, often SGD 50,000 or more per campaign. YouTube and programmatic platforms are more accessible, with campaigns possible from SGD 5,000 to SGD 10,000. Some platforms require booking through authorised media agencies.
Private marketplace deals offer premium inventory at negotiated rates. These deals provide guaranteed access to specific inventory at fixed CPMs, combining the quality assurance of direct buying with the operational efficiency of programmatic. Work with your media agency to establish PMP deals with priority publishers.
When budgeting for CTV, factor in creative production costs. High-quality video creative suitable for TV screens requires professional production. Allocate SGD 15,000 to SGD 50,000 for commercial production, or repurpose existing TV or video assets with appropriate reformatting.
Setting Up Your First CTV Campaign
Launching a connected TV advertising campaign involves several key steps, from platform selection to creative development, targeting configuration and performance measurement.
Define your campaign objectives clearly. CTV excels at upper-funnel objectives like brand awareness, reach and consideration. While CTV can drive lower-funnel actions through QR codes and companion ads, its primary strength is creating broad awareness among targeted audiences. Set realistic KPIs aligned with these strengths.
Select your platforms based on audience alignment and budget. For maximum reach, combine YouTube CTV with one or two premium streaming platforms. For targeted campaigns, choose platforms whose audience profiles match your target market. Consider audience overlap between platforms when planning multi-platform campaigns.
Develop creative that works on the big screen. Your video ads should feature high production values, clear visually arresting imagery, prominent branding and audio that communicates your message even to distracted viewers. Work with your branding team to ensure CTV creative aligns with your overall brand identity.
Configure targeting parameters carefully. Start with broader targeting to build reach, then refine based on performance data. Layer demographic, interest and geographic targeting to define your core audience without over-narrowing. Remember that overly restrictive targeting reduces available inventory and increases CPMs.
Implement measurement and tracking from day one. Set up brand lift studies where available to measure awareness and consideration impact. Use pixel tracking to measure website visits from CTV-exposed households. Integrate CTV data into your broader media mix model to understand its contribution to overall marketing performance.
Coordinate CTV campaigns with your other marketing channels. Use social media to reinforce CTV messaging, deploy search campaigns to capture CTV-generated interest, and align messaging across all touchpoints for a cohesive brand experience.
Monitor campaign performance regularly and optimise. CTV platforms provide real-time data on impressions, completion rates, reach and frequency. Adjust platform mix, targeting and creative rotation based on performance data to maximise campaign effectiveness throughout the flight.
Frequently Asked Questions
What is connected TV advertising?
Connected TV advertising is video advertising delivered through internet-connected television devices including smart TVs, streaming sticks like Chromecast and Fire TV, and gaming consoles. Ads appear within streaming content on platforms like Netflix, YouTube, Disney Plus and other streaming services.
How much does connected TV advertising cost in Singapore?
Connected TV advertising in Singapore typically costs SGD 30 to SGD 80 per thousand impressions depending on the platform and targeting. YouTube CTV starts from SGD 15 CPM while premium platforms like Netflix range from SGD 50 to SGD 80. Minimum campaign budgets start from SGD 5,000 on programmatic platforms.
Can small businesses advertise on connected TV?
Yes, connected TV is more accessible than traditional TV advertising. YouTube CTV and programmatic platforms allow campaigns starting from SGD 5,000 to SGD 10,000. Small businesses can target specific geographic areas and demographics to maximise their budget efficiency.
What is the difference between CTV and OTT advertising?
OTT refers to content delivered over the internet on any device, including mobile and desktop. CTV specifically refers to content viewed on a television screen. CTV advertising commands higher CPMs because TV screen viewing provides a more impactful, lean-back viewing experience with higher ad completion rates.
Which platforms offer CTV advertising in Singapore?
Major CTV platforms available in Singapore include YouTube, Netflix, Disney Plus, Amazon Prime Video, Mediacorp’s meWATCH, and various channels accessible through programmatic platforms like The Trade Desk, DV360 and Samsung Ads.
How do I measure connected TV ad performance?
Measure CTV performance through impression delivery, completion rates, reach, frequency, brand lift studies, website traffic analysis from CTV-exposed households, and cross-device conversion tracking. Integrate CTV data into your overall marketing attribution model for comprehensive measurement.
Can I target specific audiences on connected TV?
Yes, CTV offers sophisticated targeting including demographics, interests, viewing behaviour, geographic location, first-party data matching and lookalike audiences. This precision targeting is a key advantage over traditional TV advertising where targeting is limited to programme selection.
How does CTV advertising compare to traditional TV advertising?
CTV offers more precise targeting, real-time measurement and flexible budgets compared to traditional TV. Traditional TV provides broader reach and established measurement through Nielsen ratings. Many advertisers use both channels together to maximise video coverage across all viewers in Singapore.
