Singapore is making strides in programmatic advertising, yet it falls short in key attention metrics, according to Integral Ad Science’s 20th Media Quality Report. The report, which compares digital ad performance across the Asia-Pacific (APAC) region and global markets, reveals that whilst Singapore excels in programmatic ad buying, it trails behind in viewability and time-in-view—factors crucial for return on investment (ROI) in today’s performance-driven market.
The report indicates that Singapore’s viewability rates are 69.1% on desktop and 75.1% on mobile apps, both below global averages. Time-in-view for desktop ads stands at 17.25 seconds, with mobile web ads at 12.95 seconds. Despite these figures, programmatic desktop ads in Singapore are viewed longer at 19.3 seconds compared to direct buys at 15.6 seconds, showcasing the effectiveness of programmatic execution.
Laura Quigley, Senior Vice President APAC at Integral Ad Science, notes that Singapore lags behind markets like Australia and Indonesia in attention metrics. She suggests that businesses focus on improving media outcomes ahead of the second half of the year’s retail activity to enhance their advertising performance.
The report also highlights brand safety concerns, with 2.0% of mobile web ads appearing next to risky content. Notably, violence constitutes 69.3% of desktop ad risks, marking the highest in Asia. These insights underscore the need for Singaporean businesses to refine their digital advertising strategies to maximise effectiveness and safety.
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