Singapore is one of the most digitally advanced nations in Asia, with a population that is highly connected, mobile-savvy, and responsive to visual media. With this changing landscape, businesses—both large and small—are re-evaluating their marketing strategies to determine what delivers the best return on investment (ROI): promotional videos or traditional advertising.
In this article, we’ll compare the two methods from a Singapore-specific perspective, examining their strengths, limitations, and effectiveness in the current marketing climate.
What is Traditional Advertising?
Traditional advertising refers to long-established media channels such as:
- Print (newspapers, magazines, flyers)
- Broadcast (radio and television)
- Outdoor (billboards, banners, taxi ads, MRT ads)
- Direct mail
These methods have been the cornerstone of brand awareness campaigns in Singapore for decades, especially among older demographics and established companies.
What is a Promotional Video?
A promotional video is a digital video content piece created to market a brand, product, or service. It’s distributed via:
- Social media platforms (YouTube, TikTok, Facebook, Instagram)
- Websites and landing pages
- Email campaigns
- Online advertising platforms (Google Ads, Meta Ads)
Promotional videos are typically short, targeted, and designed to spark interest or conversions.
Key Differences Between Promotional Video and Traditional Advertising
| Feature | Promotional Video | Traditional Advertising |
|---|---|---|
| Medium | Digital | Print, TV, radio, outdoor |
| Targeting | Highly targeted (demographics, interests, behaviors) | Broad demographic reach |
| Cost | Variable, often lower | Typically high (especially TV/print) |
| Engagement | Interactive, shareable | One-way, passive |
| Measurability | Highly measurable (views, clicks, conversions) | Limited tracking (impressions, circulation) |
| Adaptability | Easily edited and updated | Fixed once published |
| Reach | Global and local | Mostly local/regional |
Why Promotional Videos Are Gaining Popularity in Singapore
1. Digital-First Population
Singapore boasts an internet penetration rate above 90%, and most of its population uses smartphones to access social media, shop online, and consume video content. Platforms like YouTube, TikTok, and Instagram are deeply embedded in Singaporean lifestyles.
Promotional videos meet audiences where they already are—online and on mobile.
2. Cost Efficiency and ROI
Producing a traditional TV commercial or buying billboard space along Orchard Road can be prohibitively expensive for SMEs. In contrast, a well-produced promotional video can be created at a fraction of the cost and reach just as many—if not more—potential customers via targeted digital channels.
You can also reuse and repurpose promotional videos across platforms and campaigns, maximizing their value.
3. Targeted Advertising
With platforms like Meta Ads and Google Ads, Singaporean businesses can laser-focus their campaigns based on:
- Age
- Gender
- Location (e.g., targeting only Tampines residents)
- Language (Mandarin, Malay, Tamil, English)
- Interests (finance, food, travel, etc.)
This level of precision is impossible with traditional advertising.
4. Interactivity and Engagement
Promotional videos can include:
- Links to buy or learn more
- Comments and shares
- Embedded forms for lead capture
Traditional ads offer no interactivity. They deliver a message, but cannot collect data or prompt direct engagement.
Situations Where Traditional Advertising Still Works in Singapore
While digital promotional videos dominate in many industries, there are still contexts where traditional advertising holds value:
● Mass Reach for National Campaigns
For government campaigns, banks, telcos, or FMCG products with large marketing budgets, traditional channels like TV and MRT ads still deliver impressive reach—especially across older demographics.
● Credibility and Prestige
A full-page ad in The Straits Times or a television commercial on Channel 5 may lend a perception of legitimacy and prestige for certain corporate campaigns.
● Event Marketing or Political Campaigns
Billboards, banners, and flyers are often used in political campaigns or community events where physical visibility matters.
● Supplementary to Digital
Many successful campaigns in Singapore combine both: e.g., an MRT station billboard that includes a QR code linking to a promotional video.
Industry Examples: Who Benefits More from Promotional Videos?
✅ Retail & E-Commerce
- Product launches
- Seasonal sales
- Unboxing and influencer campaigns
Best method: Promotional videos via TikTok, Instagram Reels, and Facebook Ads.
✅ F&B and Hospitality
- Menu teasers
- Virtual tours
- Customer testimonials
Best method: Short video promos shared on YouTube and food review sites.
✅ Education & Training
- School intros
- Online course promotions
Best method: Video campaigns on YouTube and LinkedIn.
✅ Healthcare & Wellness
- Service explainers
- Testimonials
Best method: Informative yet engaging videos shared on clinic websites and social media.
✅ Real Estate
- Virtual walkthroughs
- Agent videos
Best method: YouTube, Facebook, and WhatsApp sharing.
Measuring Success: Data Speaks Volumes
One of the greatest advantages of promotional videos is data-driven marketing.
With traditional ads, performance is hard to measure. Circulation figures or TV ratings don’t tell you who saw your ad, how they responded, or whether it led to a sale.
With promotional videos, you get:
- View counts
- Watch duration
- Click-through rates
- Conversion rates
- Audience demographics
This feedback allows you to optimize your marketing continuously—which is vital in Singapore’s competitive landscape.
Consumer Behavior in Singapore: What the Numbers Say
- Over 70% of Singaporeans watch online videos daily.
- YouTube is the #1 digital platform in Singapore, ahead of Facebook and Instagram.
- Singaporeans trust video testimonials and product demos more than written reviews.
- Mobile-first consumption means that vertical, short-form videos perform best for most brands.
All signs point to video content—especially promotional videos—as the new standard for effective brand communication.
Use Cases for Combining Both Methods
Smart businesses in Singapore are learning to blend both approaches:
🧩 Example 1: Hybrid Product Launch Campaign
- Use a 30-second teaser video on TV for brand awareness
- Direct viewers to a full promotional video online via QR code
🧩 Example 2: Print Flyer with QR Code
- Distribute flyers at events or malls
- Add a scannable link to a promotional video that explains your product or service
🧩 Example 3: MRT Ads with Digital Follow-Up
- Run an MRT ad with a short, bold headline
- Include your Instagram or YouTube handle where your full video is hosted
This omnichannel approach enhances visibility, engagement, and conversion.
Summary Table: Promotional Video vs. Traditional Advertising in Singapore
| Criteria | Promotional Video | Traditional Advertising |
|---|---|---|
| Cost | More cost-effective | More expensive (especially TV) |
| Audience Targeting | Precise (demographics, interests) | Broad and general |
| Flexibility | Easy to edit and reuse | Fixed once published |
| Engagement | High – likes, shares, comments | Low – passive viewing |
| Data & Analytics | Rich, real-time insights | Very limited |
| Platform Reach | Global and local | Mostly local/regional |
| Measurability | Full tracking (views, conversions) | Estimates only |
Final Verdict: Which Works Better in Singapore?
For most modern businesses in Singapore, promotional videos offer greater flexibility, better targeting, and higher ROI than traditional advertising methods. They allow brands to connect with digitally active audiences, track performance accurately, and adapt messaging in real time.
That said, traditional advertising still plays a role in large-scale, awareness-driven campaigns where mass exposure or brand prestige is the goal.
In truth, the most effective strategy often combines both—using traditional channels for brand recognition and digital promotional videos for deeper engagement and conversion.
Conclusion: Embrace the Power of Promotional Video
The marketing landscape in Singapore is evolving rapidly, and so must your approach. If you’re still relying solely on print ads or radio spots, you may be missing out on a massive, measurable opportunity.
Promotional video production in Singapore is more accessible and impactful than ever before. Whether you’re a startup, SME, or MNC, leveraging video can help your brand:
- Connect with customers
- Drive measurable action
- Stand out from the competition
Don’t just advertise. Tell your story, show your value, and inspire action—through video.
