Singapore’s internet users are exposed to almost 750 digital advertisements each day, placing the country 18th worldwide in terms of ad exposure, according to a study by Eskimi, a global AdTech company. The research highlights the challenges businesses face in capturing consumer attention amidst such high levels of ad saturation.
The study, which analysed ad statistics from apps and websites across 188 countries, found that Singaporeans see three times more ads on apps than on websites. This trend is part of a broader pattern where internet users globally encounter more ads on mobile applications than on traditional websites. Eskimi’s CEO, Vytautas Paukstys, noted, “We are exposed to thousands of ads daily, but become resistant to them. In many instances, we do not even need ad-blockers, as our brains do just that.”
Factors influencing ad exposure include device types, internet connectivity, and the competitive nature of advertising markets. Smaller countries like Nauru, which tops the list with nearly 1,600 ads per person daily, experience higher ad impressions due to their limited population.
For businesses, understanding these trends is crucial for developing effective advertising strategies. Paukstys emphasised the importance of creativity and attention measurement, stating, “To break through ad fatigue, advertisers need to step up their game by returning to creativity and evaluating the actual impact of their campaigns.”
Eskimi’s study suggests advertisers should innovate, localise, and focus on creative visuals to stand out in crowded digital spaces. By leveraging advanced AI tools and analytics, businesses can optimise their campaigns for attention and effectiveness, rather than mere visibility.
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