The popularity of video is exploding in Asia, according to Phil Townend, APAC chief commercial officer of video ad tech company Unruly.

“From a relatively slow start, we are now seeing video as a key medium for advertising,” he said at the recent Video Marketing Strategies conference in Singapore.

“A lot of audiences are much more emotionally engaged with video advertising in Southeast Asia than they may be in other markets, so it really is a good medium for winning hearts and winning minds.”

But it matters where these ads are viewed: either on premium media with journalistic content, or on non-premium sites.

“It’s not just what you make in terms of your ad, it’s where you put it that has a really big impact. Even though Facebook and YouTube may deliver a lot of scale, they may or may not deliver as much consumer engagement,” he said.

Trust in social media is on the decline, with the likes of the Facebook-Cambridge Analytica scandal and rising consciousness about fake news among consumers having “really impacted consumer trust in those (social) platforms, especially around professional news content”.