It has become a worldwide trend for brands to dedicate more resources to online advertising.

According to a report published by Zenith, global Internet advertising expenditure is likely to reach US$205 million this year. This marks a 13% growth from last year.

In addition, Zenith notes that this will be the first time online advertising exceeds television advertising.

The switch in medium to grow brand awareness is not a startling one going by rising Internet users and mobile subscribers in most countries.

Even though many brands adopt a marketing mix of both online and offline, it is apparent that online advertising will continue to take precedence over traditional advertising.

Just last year, social media advertising reported the highest growth on the Internet. Zenith predicts that social media advertising will surpass newspaper advertising before 2020 to reach about US$55 billion globally.


Internet gaining popularity over television

With the use of smartphones, the Internet has overtaken television in terms of usage and popularity. And this does not just apply to adults.

In APAC Kids Market Insights report (2016-2017), 77% of children from ages six to 14 prefer to use the Internet over the television. More time is also spent on the Internet on a daily basis.


Singapore’s Internet advertising landscape

Television and print advertising has been slowing down in Singapore. Instead, Singapore is experiencing a surge in Internet advertising.

By 2020, total Internet advertising is expected to reach US$616 million. This growth is more than the global growth rate for Internet advertising.

The increase in Internet spending is justifiable as consumers in Singapore are seeking more online content. For example, consumers are demanding more video content online.

A brand that has replaced traditional advertising with online advertising with much success is Goldheart Jewelry.

Last year, the brand veered away from traditional advertising when it took its campaign online. To promote a particular series of jewellery collection meant as betrothal gifts for brides, Goldheart Jewelry engaged a popular female actress to produce a short video.

The campaign made use of good story-telling to promote its collection. The video was released alongside a blog offering couples tips to pull off wedding traditions with a modern twist.

In two months, the video had more than 470,000 views on YouTube. It also obtained more than 1.7 million social media impressions on Facebook. During a period of two months, sales of betrothal gifts grew by 400% for Goldheart Jewelry.



Online advertising has become a critical component in a brand’s marketing mix. In time, online advertising will take predominance in more markets. Brands have to understand that consumer trends and behaviours are shifting. And they will have to change their strategies accordingly.