Programmatic in Singapore

Singapore defines itself as a mature programmatic market. Over the past few years, programmatic has been a success in the digital advertising industry, and continues to expand even further. Moreover, Singapore is a hub of programmatic buying for most Southeast Asian countries.

DIGITAL ADS MARKET

Nowadays, Singapore has one of the largest digital consumption rates in the world. In 2019, digital advertising spending amounted to $344 million. This number is expected to reach $383 million by the end of 2020. Programmatic buying in the Singaporean digital ad market is constantly increasing. It takes up nearly half of the digital advertising industry. Programmatic share is predicted to increase up to 65% in 2023.

According to Statista Report, 2020

In Singapore, 32% of businesses spend more than half of the digital advertising budget on programmatic buying. According to the forecast, 64% of media buyers estimate that the programmatic budget will increase, and 30% of them think that it will remain unchanged during the next year.

AVAILABLE AUDIENCE

Reach: 14.82 million cookies 

Impressions: 4.51 billion

AD FORMATS

Over the past few years, Singapore has shown high viewability rates across digital ad platforms, mostly dominated by programmatic ad inventory. In terms of device ownership, 96% of Internet users have mobile phones, 78% have laptops or desktop computers, and only 47% own a tablet. Mobile ads generate the highest numbers of impressions. Nowadays, mobile is in high demand in programmatic advertising, and it needs a more sophisticated focus on RTB. Mobile in-app ad formats showed the increase in viewability rates from 53% in 2018 to 66% in 2019. Moreover, nearly 99% of social media users access via mobile.

Desktop programmatic ads have also shown growth in viewability rates in 2019. Viewability rate reached 70.4% for the first time in Singapore. It means that seven out of 10 desktop ads are viewable.

In Singapore, the most popular online content activities are watching video content (96% of all internet users), listening to music streaming services (59%) and listening to online radio stations (46%). Nevertheless, video ad formats continue to reign in Singaporean digital market, especially mobile and social networks videos. Nearly 89% of viewers watch video content on mobiles, and 68% of them watch it on YouTube, Facebook and Instagram.

In terms of social media, eight out of 10 Singaporeans are active social networks users. This amount has doubled the global average of 45%. According to statistics, Facebook reported the highest figure of advertising reach – 71%, followed by LinkedIn and Instagram. The advertising reach amounts to 54% and 40% respectively.

According to Date Reportal, 2020

Over the next year, in terms of programmatic advertising, media buyers will mostly invest in:

  • Display mobile
  • In-stream video
  • Display desktop
  • Display mobile app
  • Video OTT platforms

BRAND SAFETY

With the overall content creation growth, it has become a challenge to protect brand reputation in Singapore. Nevertheless, speaking of desktop ads, brand reputation risks level has decreased to 1.4% in 2019 from 1.7% in 2018. In terms of programmatic the risk level has fallen to 1.5% from 2% respectively.

On the contrary, brand reputation risk level of the mobile ads increased by 0.3% and reached 2.6% in 2019. Mobile programmatic brand risk level amounted to 1.8% in 2019.

According to Media Quality Report, 2019

INVENTORY

Top Websites Ranking:

google.com, youtube.com, facebook.com, instagram.com, twitter.com, yahoo.com, wikipedia.org, google.com.sg, channelnewsasia.com, straitstimes.com

Top SSPs used in Singapore:

  • Rubicon Project
  • AppNexus
  • PubMatic
  • OpenX
  • MoPub
  • Brightroll
  • Tremor Video

Top DSPs used in Singapore:

  • AppNexus
  • The Trade Desk
  • Amobee
  • MediaMath
  • DoubleClick
  • TubeMogul

MARKET PECULIARITIES

In Singapore nearly 40% of social networks users use an ad blocking tool.