The Ultimate Guide to Advertising in Singapore
- 01 October 2020
The world of advertising may be a complicated one to navigate, particularly in an era where options abound. You might get overwhelmed with having to make advertising decisions for your company. What should you advertise? Where should you advertise? How should you advertise?
First and foremost, you should understand that advertising is not the same as marketing. In fact, it is merely a subset of the larger branch known as marketing. Where marketing involves a lot more research, advertising is in its most basic form the act of promoting your product or service directly to your consumers.
At its core, marketing is a lot more customer-oriented, often consisting of data and analytics, where consumer behaviour is observed. Advertising, on the other hand, tends to be more product-oriented and involves putting information collected during the marketing stage into practice.
Most Common Types of Advertising in Singapore
There are many ways to advertise your product or service in Singapore. Depending on your targeted audience, budget, and the product or service you are advertising, you may consider various platforms to promote your business on. Here are some of the most accessible types of advertising in Singapore:
1. Print advertising
One of the earliest forms of advertising available, print advertising refers to any type of promotion done on paper, such as in newspapers or magazines. This category can also include brochures, flyers and leaflets that can be handed out to consumers.
2. Cable TV advertising
Cable TV was also an early form of advertising that arose in the 20th century with the advent of television. TV ads are commonplace in Singapore, often manifesting as commercials that play during programme breaks. A huge demographic of Singaporeans still watch TV, so this is a good alternative to print advertising.
3. Mobile advertising
Another device you can tap into for advertisement purposes, besides cable TV, is mobile phones. Although usually only used by specific industries (e.g. banks, insurance companies), it is a pretty well-known form of advertisement. Surely, every one of us has at least gotten an advertising message once in our lives — unless you don’t own a mobile phone.
4. Digital advertising
An up-and-coming form of advertisement, digital advertising involves anything that is conducted via online platforms. The most well-known examples include Google ads, social media ads such as TikTok Ads, and even paid content marketing. The online market is a huge base you could tap into, and many companies have begun to undergo digital transformation. Having an online presence is now seen as a necessity.
5. Outdoor advertising
Beyond the aforementioned types of advertising, the last type of advertising you can find in Singapore are outdoor advertisements. They generally include billboards, bus stop ads, display ads on the MRT and other such signage. Often placed in high traffic locations, outdoor ads are a quick way to get your message out there and attract your intended audience. Government ads tend to employ this method as a way to efficiently educate the general public.
How to Launch a Successful Advertising Campaign in Singapore
As previously mentioned, advertising is merely a subset of marketing. In order to conduct an effective advertising campaign, it is important to employ other marketing strategies along with your advertising campaign.
To plan an effective marketing campaign, we recommend companies to seek creative agencies for their marketing services. It is not always easy to come up with an impactful ad — look at this NETS e-payment ad that suffered backlash for its ‘brownface’ controversy.
Of course, it is also helpful to look at past cases of successful ads that were done. These ads by the Singapore Police Force have received much praise for their witty yet impactful content. One of the reasons why such ads worked for the SPF was because they understood their audience. Knowing that the majority of their online audience preferred humorous content, the SPF crafted their ads to appeal to them.
With our experience in advertising as a digital marketing agency, MIU is confident in our advertising campaign ideas. Our advertising plans are merely a small part of our marketing package — browse the services we offer for a deeper understanding of our company. If you believe that our working style aligns with your company’s, you can hit us up for a free recommendation! After all, who doesn’t like free stuff?