Government ministries continue to dominate YouTube ads in Singapore

Mumbrella Asia, an online publication that focuses on media and marketing in Asia, has reported that Government ministries continue to dominate YouTube advertisements in Singapore.

Yesterday (22 July), the publication reported that the YouTube Ads Leaderboard showed that seven out of the ten most viewed YouTube advertisements in Singapore were produced by Government ministries.

It is estimated that 85 per cent of Singaporeans visit YouTube each month. The YouTube Ads Leaderboard is a showcase of advertisements that received the most views, determined by YouTube’s algorithm “that factors in organic and paid views, watch time and audience retention.”

The top Government advertisements that appeared on YouTube are for the Merdeka Generation Package, a commercial by the CPF Board on what happens to one’s CPF savings when they turn 55, and advertisements by the Public Utilities Board, the Singapore Navy, the Ministry of Education, and the Ministry for Communications and Information (MCI).

A spokesperson for the MCI – which produced the Merdeka Generation Package video and another video on Hari Raya – told Mumbrella: “We are heartened that both videos, with their different styles and treatments, have been well-received by Singaporeans.

“We will continue producing fresh, engaging and relevant content that brings across useful government information to Singaporeans.”