Singapore Online Advertising Market Outlook to 2023
By Type (Search Ads, Social Media Ads, Video Ads, Banner Ads, Online Classifieds and others), By Type Medium (Desktop, Mobile), By Sectors (FMCG, Entertainment & Media, BFSI, Automotive, Retail, Healthcare and others) and By Models (Cost Per Click, Cost Per Mile and Cost Per Action)
About the Report
About the Report
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 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. Rapid increase in the usage of social media, robust digital infrastructure and high smartphone penetration has propelled momentum to advertising spent. 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 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.
By Medium (Desktop and Mobile)
Mobile advertising, accounted for over 44% of the digital ad spend and will continue to dominate, along with wired paid search. Mobile advertising is set to reach over USD 260 million by 2023 while paid search revenue is forecast to come to over USD 250 million.
By Types of Advertising (Banner, Video, Search, Social Media and Online Classified & Others Advertising)
Search ads have highest market share due to increased traffic volume to search engines for the various activities. In search engines, Google accounted for the maximum user penetration followed by Facebook, Instagram and YouTube. Social media advertising ranks second with the rise in number of users and time spent. Video advertising has gradually increased in the last five years whereas banner and online classified advertising have witnessed minor decline in terms of relative share.
By Sectors/Industries (FMCG, Healthcare, Entertainment & Media, Automotive, BFSI and Others)
FMCG spends the largest on digital advertisement for its product and services owing to intense industry competition and low switching cost for the products. This is followed by the Entertainment & Media sector which has larger share in online advertisement expenditure in the country to maintain higher visibility of digital games and online music. Healthcare sector is coming up with innovative medical services and need to raise awareness among consumers. E-commerce is an emerging sector that will grow at a robust growth with rise in disposable income and surging preference towards online shopping from traditional brick and mortar model. Automotive and Banking services contributed a considerable market share in the online advertising expenditure 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 commonly used by publishers in Singapore due to the dominance of search advertising in Singapore. The CPM and CPA models are expected to gain more popularity with CPC model. 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.
Online advertising market is fragmented for advertising agencies while it is highly concentrated for platforms on the basis of ad spent in 2018. Companies are competing on their marketing strategies, analytics used, network platforms and sectoral clientele. 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 which dominate the online advertisement spend include 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
Social Media Advertising
Online Classified & Others
By Different Sector/Industries By Online Ad Spend
Entertainment & Media
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
Social Networking Platforms
End User Industries Investing in Online Advertising
Advertising Agencies Covered:
Hashmeta Pte. Ltd.
Advertising Platforms Covered:
Key Topics Covered in the Report
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
By Online Advertising Medium By Online Ad Spend (Desktop and Mobile), 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 (FMCG, Entertainment & Media, BFSI, Retail, Health care, Automotive and Others), By Pricing Models By Online Ad Spend (Cost per Click (CPC), Cost per Mile (CPM), Cost per Action (CPA))
Advertising Agencies Covered (Carbon Interactive, Active Media, Happy Marketer, Hashmeta Pte. Ltd., Clickr Media, Media One and One9 Ninety) and Advertising Platforms Covered (Google, Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat)
Table of Contents
Table of Contents
1. Executive Summary
2. Research Methodology
2. 1 Market Definitions
2.3 Consolidated Research Approach
2.4 Research Methodology - Market Sizing, Limitation and Services– Online Advertising Market
2.5 Variables (Dependent and Independent)
2.6 Correlation Matrix
2.7 Regression Matrix
3. Singapore Online Advertising Market – Ecosystem
3.1 Value Chain Analysis
4. Singapore Online Advertising Market Overview and Industry Revenue
4.1 Market Overview and Genesis
4.2 Pre Requisite for Opening an Advertising Agency in Singapore
4.3 Key Success Factors for Ad Agency in Singapore
4.4 Singapore Online Advertising Market by Spending, 2013-2018
5. Singapore Online Advertising Market Segmentation (2013-2018)
5.1 By Medium (Desktop and Mobile), 2013 & 2018
5.2 By Advertising Type (Search Advertising, Social Media Advertising, Banner Advertising, Video Advertising, Online Classifieds), 2013 & 2018
5.3 By Sectors (FMCG, Entertainment & Media, BFSI, Retail, Healthcare, Automotive and others), 2013 & 2018
5.4 By Models (Cost Per Mile, Cost Per Click and Cost Per Action), 2013 & 2018
5.5 Pricing Models for a Digital Marketing Campaign in Singapore
6. SWOT Analysis in Singapore Online Advertising Market
7. Trends and Developments and Growth Drivers
8. Issues and Challenges and Industry Restraints
9. Regulatory Framework
9.1 Regulations in Singapore Online Advertising Market
10. Customer Profile in Singapore Online Advertising Market
11. Case Study on Beauty by Nature Social Media Campaign
12. Competitive Landscape in Singapore Online Advertising Market
12.1 Revenue of Ad Agencies in Singapore, 2018
12.2 Market Share of Major Online Advertising Platforms in Singapore, 2018
13 Company Profiles of Advertising Platforms
13.1. Facebook Singapore
13.2 Google Singapore
13.3 YouTube Singapore
13.4 Instagram Singapore
13.5 LinkedIn Singapore
13.6 Twitter Singapore
13.7 Snapchat Singapore
14. Profiles of Major Online Advertising Agencies (Company Overview, USP, Clients, Projects, Partners, Achievements)
14.1 Carbon Interactive
14.2 Active Media
14.3 Happy Marketer
14.4 Hashmeta Pte Ltd.
14.5 Clickr Media
14.6 Media One
14.7 One 9 Ninety Pte Ltd.
15. Singapore Online Advertising Market Future Outlook and Projections, 2018-2023
15.1 Singapore Online Advertising Market by Spending, 2018-2023
16. Singapore Online Advertising Market Segmentation (2018-2023)
16.1 B Medium, 2018-2023
16.2 By Advertising Types, 2018 - 2023
16.3 By Sectors, 2018 - 2023
16.4 By Models, 2018 - 2023
17. Singapore Online Advertising Market- Analyst Recommendations
17.1 Success Factors
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