Singapore Online Advertising Market Outlook to 2023: Ken Research

The report titled “Singapore Online Advertising Market Outlook to 2023 – By Type Medium (Desktop, Mobile), By Type (Search Ads, Social Media Ads, Video Ads, Banner Ads, Online Classifieds and others), By Sectors (FMCG, Entertainment & Media, BFSI, Automotive, Retail, Healthcare and others) and By Models (Cost Per Click, Cost Per Mile and Cost Per Action)” covers  online advertising spent along with market segmentation by the medium of advertising (desktop and mobile), by type of advertising (search advertising, social advertising, video advertising, banner advertising, online classifieds and others), by sectors (FMCG, entertainment & media, banking, automotive, retail, healthcare, and others), by models (cost per mile, cost per click and cost per action).

The report also covers growth drivers and trends; issues and challenges; customer pain points and decision making parameters and competitive landscape of players in the market with special focus on Carbon Interactive, Happy Marketer, First Page Pte Ltd, Hashmeta Pte Ltd, Media One, Clickr Media, One9ninety Pte Ltd, Construct Digital, Disruptive Digital and others.

The report also explores the digital customer profile in Singapore, future outlook & projections along with analyst recommendation highlighting the major opportunities & cautions to the reader.

Singapore Online Advertising Market Summary

Market Overview: Singapore Online Advertising Market is at the growth stage witnessing intense competition amongst advertising agencies. The rapid increase in the usage of social media, robust digital infrastructure, and high Smartphone penetration has propelled momentum to advertising spent. The number of internet users has increased considerably during the review period. The entertainment industry revenue in Singapore has increased at a CAGR of 3.5% during 2013-2018. Addition of new platforms and services such as Whatsapp advertising, Skype advertising, link building, mobile app development, and others have complimented the target audience in terms of availability of a wide range of services. Online advertising spent is expected to witness sound growth at a CAGR of around 18.6% during the revenue period 2013-2018.

Market Segmentation

By Medium (Desktop and Mobile)

Desktop dominated the market owing to better resolution of the advertisements and a bigger screen. In addition, the internet broadband speed available in Singapore is faster in any fixed connections as compared to the internet speed connections via mobile phones. With the advent of strong internet infrastructure owing to the government’s initiatives and the rapid increase in smartphone penetration in the country, mobile advertising started to be preferred in Singapore. Both have an almost comparative share in the market with desktop leading slightly in 2018.

By Types of Advertising (Banner, Video, Search, Social Media, and Online Classified & Others Advertising)

Search ads have gathered the maximum market share due to the higher usage of search engines for various activities. In search engines, Google accounted for the maximum user penetration followed by Facebook, Instagram, and YouTube. Social media advertising ranks second due to the increasing social media users in the country. Video advertising has gradually increased in the last five years whereas banner and online classified advertising have seen a slight decline in this period in terms of relative share.

By Sectors/Industries (FMCG, Healthcare, Entertainment & Media, Automotive, BFSI, and Others)

FMCG is the top sector which spends maximum on its product and services’ advertising owing to high market competition and low product switching cost followed by the Entertainment & Media which has a significant share in online advertisement spending in the country with digital games, online music having the highest visibility. Healthcare sector is coming up with innovative medical services and needs to raise awareness among consumers. E-commerce is an upcoming sector in Singapore that will grow at a very fast growth rate owing to the increase in personal disposable income and shift towards online shopping from traditional brick and mortar model. Automotive and Banking services also accounted for a considerable market share in the digital advertising market spending in Singapore.

By Pricing Models (Cost per Mile (CPM), Cost per Click (CPC) & Cost per Action (CPA)

Cost per Mile (CPM) means the cost charged per thousand clicks. Cost per Clicks (CPC) is the charges by the publisher according to the number of clicks received by any advertisement. Cost per Action (CPA) means the charges as per any particular action desired by the advertiser. The CPC model is being widely used by publishers in Singapore because of the dominance of search advertising in Singapore. However, the CPM and CPA models are going to overtake the CPC model because social media ads & video ads are steadily growing in Singapore and new players are entering the market preferring CPM being the cheapest model & CPA being highly result driven.

Competitive Landscape

The online advertising market is fragmented for advertising agencies while it is highly concentrated for platforms on the basis of ad spent in 2018. Companies compete on the basis of promotion strategies, their networking, major clientele and the platforms used for digital advertising. Some of the major advertising agencies operating within this segment include Carbon Interactive, Hashmeta, Happy Marketer, Media One, Clickr Media, First Page, and others. Major platforms with the majority of the share in the market are Google and Facebook, followed by Instagram and other platforms.

Singapore Online Advertising Market Future Outlook

Singapore online advertising market will witness a slower growth from the period 2018 to 2023E as the market becomes more saturated. It is forecasted to witness a CAGR (2018-2023) of close to 11% due to the dominance of traditional offline advertising in Singapore. Generally, the realization of profits or ROI period in the business is comparatively long which leads to dissatisfaction among the advertising agencies.

Key Segments Covered:-

By Online Advertising Medium By Online Ad Spend



By Types of Online Advertising By Online Ad Spend

Search Advertising

Social Media Advertising

Banner Advertising

Video Advertising

Online Classified & Others

By Different Sector/Industries By Online Ad Spend


Entertainment & Media



Health care



By Pricing Models By Online Ad Spend

Cost per Click (CPC)

Cost per Mile (CPM)

Cost per Action (CPA)

Time Period Captured in the Report:-

Historical Period: 2013-2018

Forecast Period: 2019-2023

Key Target Audience

Advertising Agencies

Social Networking Platforms

End User Industries Investing in Online Advertising


Advertising Agencies Covered:-

Carbon Interactive

Active Media

Happy Marketer

Hashmeta Pte. Ltd.

Clickr Media

Media One

One9 Ninety

Advertising Platforms Covered:-








Key Topics Covered in the Report:-

Executive Summary

Research Methodology

Singapore Online Advertising Market

Singapore Online Advertising Market Segmentation

SWOT Analysis of Singapore Online Advertising Market

Trends and Development in Singapore Online Advertising Market

Issues and Challenges in Singapore Online Advertising

Regulatory Scenario of Singapore Online Advertising Market

Competitive Scenario in Singapore Online Advertising Market

Company Profiles of Singapore Online Advertising Market

Singapore Online Advertising Market Future Outlook and Projections, 2018-2023E

Analyst Recommendation in Singapore Online Advertising Market

For More Information, Refer To Below Link:-

Singapore Online Advertising Market Outlook

Related Reports:-

Vietnam Online Advertising Market Outlook to 2023 – By Medium (Desktop and Mobile), By Type (Banner, Video, Search, Social Media, and Online Classifieds & Others Digital Advertising), By Sectors/Industries (FMCG, Healthcare, Entertainment & Media, Retail & E-Commerce, Automotive, BFSI, and Others)

Indonesia Online Advertising Market Outlook to 2021- Significant Rise in the Internet, Mobile, and Social Media User Penetration to Drive Growth

Poland Online Advertising Market by Type (Display, Paid Search Ads, Paid Classified/ Directories, Paid Email Ads), By Mobile Ads, By Social Media Ads – Outlook to 2022

Contact Us:-
Ken Research
Ankur Gupta, Head Marketing & Communications

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s