Programmatic ads outperform direct buys in Singapore view time: report

IAS found that desktop display ads placed programmatically achieved an average time-in-view of 19.3 seconds.

Programmatic advertising in Singapore is delivering stronger audience engagement than direct media buys, according to new data from Integral Ad Science (IAS).

In its latest Media Quality Report, IAS found that desktop display ads placed programmatically achieved an average time-in-view of 19.3 seconds, significantly outperforming direct placements, which averaged 15.6 seconds.

Whilst Singapore’s overall ad viewability rates remain slightly below global benchmarks of 69.1% for desktop display and 75.1% for mobile app display, the report suggested that contextual relevance and smarter targeting in programmatic channels are making a meaningful difference in campaign performance.

However, the report also raised concerns about increasing brand safety risks. Singapore recorded higher-than-average brand risk levels on mobile web display (2%), with violent content driving 69.3% of the risk on desktop display, the highest rate in the Asia-Pacific region.

IAS attributed this trend to increased exposure to news content and culturally sensitive topics, calling it a significant consideration for advertisers.

Time-in-view data also offers insight into local consumption patterns. The average time-in-view for desktop display ads in Singapore was 17.25 seconds, whilst mobile web display stood at 12.95 seconds.

Although both figures are slightly below global averages, they remain competitive in a region known for rapid digital interaction.

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