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 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 rapid increase in smart phone 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 the 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
need 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
Desktop
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
Others
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
Investors
Advertising Agencies Covered:-
Carbon Interactive
Active Media
Happy Marketer
Hashmeta Pte. Ltd.
Clickr Media
Media One
One9 Ninety
Advertising Platforms Covered:-
Google
Facebook
Instagram
YouTube
LinkedIn
Twitter
Snapchat
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:-
Related Reports:-
No comments:
Post a Comment