Singaporean advertisers increasingly embrace in-game advertising

Seven in 10 advertisers have purchased in-game ads.

In-game marketing is gaining popularity with Singaporean marketers, with seven in 10 already having an in-game strategy.

In addition, 74% of marketers plan to increase their spend whilst 12% plan to retain the same budget for in-game marketing.

“Marketers in Singapore are the most enthused about in-game marketing,” PubMatic commented.

PubMatic also found that Singaporean mobile app marketers are choosing programmatic advertising over direct buys. In Singapore, 60% of in-app markets have purchased app ads programmatically.

“The allure of programmatic advertising lies in its data-driven precision, adaptability, and cost-efficiency, making it a compelling choice for brands in an increasingly competitive and fast-paced digital landscape,” PubMatic shared.

Advertisers’ belief that men and women play equally and most mobile gamers are between 27 and 34 years old may have contributed to their attraction to in-game marketing.

To add, the time spent on a mobile device per user in Singapore is about five hours daily or at least an hour above the global average.

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