Guide to an online advertisement in Singapore
Published On: November 18, 2022 Revised On: April 11, 2023

Guide to online advertisement in Singapore

Over recent years in Singapore, online advertising has increased dramatically. For the foreseeable future, growth is anticipated to continue. Creating appealing web adverts can sometimes seem complex. Still, with some marketing knowledge, placement in proper locations, and considerations about the target audience., web advertisements can increase website traffic and convert visitors to buyers.

Online Ads differ from Print Ads

Guide to online advertisement in Singapore

Online advertising differs from print advertising in several ways. First, the content of online advertisements may include multimedia elements. The recipient of a print advertisement must be given a call to action to call the business or visit its website. Users can point and click on an online advertisement link directly to the company’s website, store, or product buying page. A simple guide to click an icon or link to get to the desired page might serve as a call to action for an online advertisement.

Due to the inherent distinctions between print and internet advertisements, online advertisements must use various design techniques. When developing a print advertisement, for instance, the kind and quality of paper are considered. However, digital platforms offer online advertisements where users can view online ads on a web page.

What is a Responsive Online Advertisement?

Guide to online advertisement in Singapore

Responsive advertisements are online advertisements that respond to the specifications of the rendering device. This implies that the online ad must be displayed on a monitor and a smartphone. The advertisement “responds” to the parameters of the display device. As more people use mobile devices, responsive design is becoming more critical. Online ads must be adaptable to the device to reach every potential viewer.

On responsive websites, responsive advertisements work best. A responsive website is built to adapt to the browser being used to see it. Responsive websites have been coded to appear on several devices but with varying formats in some cases.

When viewed on an ordinary monitor, a responsive website, for instance, might provide a homepage with a right sidebar. The right sidebar of the same website could appear as a segment below the main content when viewed on a smartphone.

Advertisements appropriately displayed to the different browsers are an essential requirement to take note of for marketers. The advent of HTML5 has made responsive web design possible in a significant part. Ads also have to be developed in HTML5 for them to be responsive.

Advertisements with responsive advertisements should adjust to fit the size of the rendering browser. Banner advertisements, like responsive web pages, are responsive and use variable widths. Different heights can also be specified for the advertisement. Height would be considered fixed for testing, standardisation, and backward compatibility. Advertisement height can be changed by using CSS media queries to change the iFrame size of the advertisement.

Comparing HTML5 advertisements to traditional fixed-design advertisements, there are many benefits. First, HTML5 promotions, like a web page, can be modified after publication. Like on a web page, Javascript components can be used in an HTML5 advertisement. As with any other web page, responsive advertising made using HTML5 can be tracked using programs like Google Analytics. Like on regular websites, banner adverts are hosted. The same knowledge and abilities needed to create HTML5 are also required to develop web pages, and HTML5 advertising has very minimal file sizes.

The Future of Online Advertising

Online advertising click-through rates are becoming more complicated, and many marketers share concerns about the future of online advertising. Several new techniques can be used to create internet marketing strategies. When used to their maximum potential, localisation of adverts and research online and buying offline (ROBO) both offer distinctive advertising chances.

Online Research, Offline Purchase

Guide to online advertisement in Singapore

Always design an advertisement for campaigns with visitors who want to click on it to learn more about a product or service. Instead of marketing a single product, a white paper or a series of product reviews, along with a discount coupon that can be used online or in a brick-and-mortar store, can pique the customer’s interest.

Advertisements can have the option to allow users to provide their email addresses and information during the encounter to access the resources or discounts. The data creates a database of potential customers and offer people incentives to purchase the product or service. This model resembles how consumers use the Internet to research products before purchasing.

Ads’ localisation

Guide to online advertisement in Singapore

For businesses that depend on local customers, the ability to target ads to local audiences is beneficial. Localising marketing even helps online businesses target customers looking for goods or services nearby. To display advertising to a specific demographic focusing on a particular region, Google AdWords can leverage a location-based strategy.

Users typically find animated and video adverts more enticing. Technical methods for presenting animated and video ad content within an internet ad include Flash and HTML5. To ensure that most users can access their adverts, many internet advertisers discover that they must use both methods. This is because not all mobile devices support Flash.

However, not all mobile browsers support HTML5, even though many do. An animation or video advertisement should adopt a responsive strategy and offer two versions: one for browsers that support HTML5 and another for those that support Flash.

Modern iterations of the most popular web browsers on tablets and laptops typically support HTML5. However, HTML5 compatibility will not be available to users browsing web pages with earlier versions. A Flash version of the advertisement would be a preferable substitute for people still using outdated web browser versions. Numerous industry professionals think that HTML5 will eventually take the place of Flash. But that moment has yet to come.

Types of Online Advertisements

Text Advertisements

Guide to online advertisement in Singapore

Text advertisements are direct links accompanied by a short passage of text. When using Google AdSense and AdWords accounts, text adverts are frequently used. But popular blog entries, articles, and other content may also contain text advertising. Writing one or two lines of persuasive material to entice readers to click the link is a significant component of text ad design.

Guide to online advertisement in Singapore

Display advertisement is typically graphic advertisements that appear in a specific location on a website. Display advertisements may include Flash/HTML5 animation, a movie, or a graphic. Display advertisements can be distinguished by their size and shape. Display advertisements are classified as follows:

  • Advertisement banners

These comprehensive advertisements take up the entire width of the web page or a portion.

  • Skyscrapers

Skyscraper advertisements are positioned vertically and are frequently found in the left or right sidebar of a website. Skyscraper advertisements are more comprehensive than tall, taking up more vertical space than horizontal.

  • Advertisement boxes

Most advertisements are square or rectangular boxes that appear throughout a web page. Box advertisements are made according to the size, or “real estate,” that is available on the page where they will appear.

  • Advertisements that pop up and disappear

Pop-up and pop-under advertisements display above or beneath the open browser window. These advertisements could improve user engagement because pop-up blockers frequently target them.

  • Advertisement interruptions

Interstitial adverts show up in between pages that you have requested. Interstitial advertising is frequently used between content portions for viewers of programming on the ABC television network’s website. This delivery method is commonly utilised when presenting advertisements with huge images and videos.

Effectiveness of Ad Placement

The position of a display ad on a web page determines whether or not a user will see and react to it. According to Google AdSense research, a “heat map” was developed to show the best locations on a web page for display ad placement.

Contrary to popular belief, there are better places to display advertisements than a website’s top banner section. The top centre of the page body is the best place on the website for ad placement. The “hottest” spot on a page for ad placement is just above the main content, centring above the range.

Additional areas for ad placement include the upper half of the left sidebar, the space directly to the left of the main content within the page body, and the space beneath the top navigation menu.

The top right corner, above the top navigation panel, and the lower portion of the right sidebar are the page sections where ads are least effective, according to the heat map. According to recent research, the most successful display advertisement will be 300 x 250 pixels in size, centred within the body of the website and placed slightly above the main content.


Today, the most important thing to remember when creating online advertising is to provide value to the user. If an advertisement does not prompt the user to take action, it is likely to be ignored. Incentives, freebies, and discounts are commonly used to entice consumers to click on advertisements. Marketers can also do marketing research by observing the behaviour of target audiences to understand better.