Singapore’s Advertisers of the Month (June 2024)

Lazada has registered the biggest increase in advertising awareness in Singapore for the month of June, of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the retail chain saw an uplift of over eight percentage points over the four-week period.

The e-commerce platform recently executed an advertisement that combined digital and on-ground activation at a movie theatre screening event where key opinion leaders and members of the press were in the audience. The ad starts out on the digital screen with a mother calling her son about his recent online purchases – a member of the audience (her “son”) then stands up and receives her call talking directly to the on-screen character – before running out of the cinema to meet her back home. He then reappears on the digital screen with her, as both of them promote Lazada’s “lowest price guarantee” to the audience. Clips of the event ad were then shared on social media. Separately, Lazada also held its 6.6 Super Wow sale in early June, where it touted offers for online shoppers on its platform.

According to data from YouGov BrandIndex, Lazada’s Ad Awareness score rose from 31.8% on 26 May to a high of 40.3% by 22 Jun. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen an advert from a particular brand in the previous two weeks.

Additionally, delivery service provider Lalamove recorded a 7.6-point jump in Ad Awareness from 10.9% on 2 Jun to a high of 18.5% by 24 Jun, while ride-hailing and fintech company Grab saw its Ad Awareness climb 7.5 points from 38.4% on 29 May to 45.9% by 17 Jun.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from surveys of adults aged 18 years and above residing in Singapore from 26 May to 24 June 2024. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.

_{Cover Photo from Lazada Singapore YouTube}