Lifting the lid on Singapore's online ad market: data from IAB

Low Lai Chow

Online ad spend in Singapore broke the S$100m mark for the first time, with a total spend of S$135.91m (US$107m) in 2011.

This was revealed by Interactive Advertising Bureau Singapore (IAB Singapore) – which has been tracking online advertising since 2009 – in its online advertising revenue report for H2 2011, jointly commissioned by IAB Singapore and the Media Development Authority (MDA), and compiled by PricewaterhouseCoopers LLP (PwC).


The S$135.91m figure for 2011 is also a huge increase from 2010's online ad spend of S$95.48 (US$75m). Digital advertising revenue in H2 2011 alone was S$75.6m (US$60m), up from H1 2011's S$60.3m (US$48m).

"The trajectory in the second half of 2011 reflects a 25% growth rate versus the first half of 2011. It's a clear indication that the brands and online players and the advertisers across the floor are really seeing the value of digital in this market," said Loren Shuster, Chairman of IAB Singapore and Country Director, Singapore and Emerging Markets, Google.