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Singapore’s digital advertising expenditure was predicted to be at *** million U.S. dollars by 2018, decreasing the gap between digital, and newspaper and television advertising expenditure. With the decline of print media circulation and widespread internet connectivity, Singapore’s advertising landscape will need to adapt to the populations’ changing media usage to reach the widest audience possible.

Changing advertising expenditure landscape

Daily newspaper circulation in Singapore had been decreasing since 2011, with only about *** million readers a day in 2017. By comparison, the advertising audience in Singapore on Facebook in 2019 was at *** million users. Digital advertising expenditure had therefore been forecasted to grow by up to ** percent in 2019, while other mediums such as television advertising expenditure had been forecasted to decrease from *** million U.S. dollars in 2018 to 349 million U.S. dollars in 2022 .

Slow growth in the advertising expenditure market

Singapore’s advertising expenditure market has experienced a decline in growth since 2016, making it one of the slowest-growing markets in Asia-Pacific. In 2019, it was predicted that total advertising expenditure will increase slightly in the city-state, largely due to expected increased government advertising spending to promote Singapore’s bicentennial year. However, while this might provide some relief for the traditional advertising mediums impacted by the growth of digital advertising expenditure, it would not stop the momentum in its decline.