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Part
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Singapore - Past data and the expected growth of mobile ad traffic in terms of impressions.
Very little precompiled data is available regarding mobile in-app impressions in Singapore. However, we were able to find data on mobile ad spend, the percentage of that spending attributable to in-app advertising, and the CPM (cost per million impressions), which allowed us to do some rough calculations. Based on available data, we have estimated the in-app advertising impressions in Singapore to be as follows:
2013: 4.65 million
2014: 6.83 million
2015: 17.35 million
2016: 31.24 million
2017: 53.1 million
2018: 82.32 million
2019: 99.6 million
2020: 110.57 million
ASSUMPTIONS AND CALCULATIONS
As of 2017, 44% of Singapore's mobile advertising is in-app advertising. While figures for previous years were not available, Singapore has been at the forefront of smartphone and app usage since 2013, so we will use 44% as a proxy for each year. After extensive searching, I found only one source that presented a CPM for Singapore, and that figure is $1.61. So we will use this figure as a proxy for all years as well.
2013
Mobile ad spend: A 2013 report by the Mobile Marketing Association (MMA) states that mobile ad spending in Singapore was an estimated $15.5 million to $17 million at that time. We will use the larger figure for our calculations.
In-app ad spend: $7.48 million (17 million x .44)
In-app impressions: approximately 4.65 million (7.48 million / 1.61)
2014
In-app ad spend: $11 million (25 million x .44)
In-app impressions: approximately 6.83 million (11 million / 1.61)
2015
In-app ad spend: 27.94 million (63.5 million x .44)
In-app impressions: approximately 17.35 million (27.94 million / 1.61)
2016
In-app ad spend: $50.3 million (114.3 million x .44)
In-app impressions: approximately 31.24 million (50.3 million / 1.61).
2017
In-app ad spend: $85.492 million (194.3 million x .44)
In-app impressions: approximately 53.1 million (85.492 million / 1.61)
Forecast
Assuming the percentage of in-app advertising and the CPM remain the same, the predicted figures for 2018-2020 are as follows:
2018
In-app ad spend: $132.5 million (301.2 million x .44)
In-app impressions: approximately 82.32 million (132.5 million / 1.61)
2019
In-app ad spend: $160.38 million (364.5 million x .44)
In-app impressions: approximately 99.6 million (160.38 / 1.61)
2020
In-app ad spend: $178 million (404.6 million x .44)
In-app impressions: approximately 110.56 million (178 million / 1.61)
CONCLUSION
In conclusion, using the available data to triangulate the figures requested, we have estimated that in-app impressions in Singapore from 2013-2017 and projected for 2018-2010 are as follows:
2013: 4.65 million
2014: 6.83 million
2015: 17.35 million
2016: 31.24 million
2017: 53.1 million
2018: 82.32 million
2019: 99.6 million
2020: 110.57 million