Singaporean businesses aiming to maximise their advertising impact should focus on news websites and dating apps, according to a recent study by global AdTech company Eskimi. The investigation, which analysed over 14,000 banner advertising campaigns globally, found that ads on news portals and dating apps in Singapore achieve the highest engagement rates.
Ads on news websites accounted for 50% of the most effective platforms, with entertainment sites making up 10%. In contrast, dating apps topped the list for mobile applications, followed by technology and communication apps. Devinder Sharma, Eskimi’s regional director for Southeast Asia, highlighted the importance of channel choice, stating, “Evaluating platform reputation and content quality is essential.”
Interestingly, all the top-performing websites and apps identified by Eskimi were international, a trend consistent across both platforms. The study also noted that travel, hospitality, and retail brands frequently placed ads on these high-engagement sites and apps.
Sharma offered several tips for advertisers to enhance ad engagement: invest in creative content, target specific high-performing platforms, diversify channel choices, and consult with media agencies or demand-side platform providers for strategic planning.
Eskimi’s comprehensive analysis spanned from June to December 2024, categorising campaigns by country and engagement rate. The findings underscore the significance of strategic platform selection in achieving successful advertising outcomes.
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