Online ads in Singapore perform best on news sites and dating apps

News portals remain the most effective web-based platforms, according to the report.

Online advertisements in Singapore achieve the highest engagement rates on news websites and dating apps, according to a new study by global AdTech company Eskimi.

The study, which analysed more than 14,000 banner advertising campaigns worldwide, found that whilst ads on mobile applications slightly outperformed those on websites overall, news portals remain the most effective web-based platforms.

News websites accounted for half of the top-performing online platforms for ad engagement, followed by entertainment sites at 10%. On mobile, dating applications ranked highest, ahead of technology and communication apps.

The analysis also revealed that all of the top-performing websites and apps identified in the study were international platforms. In Singapore, travel and hospitality brands, along with retail companies, were the most frequent advertisers across these channels.

As advertisers increasingly prioritise brand safety and campaign effectiveness, many are now selecting specific platforms for ad placements rather than relying on broad distribution.

To improve performance, Eskimi recommended advertisers focus on original creative content, prioritize high-performing platforms, diversify across web and app channels, and seek guidance from media agencies or demand-side platform providers.