Singapore is a well-connected country with 3G and 4G coverage currently at 99% and 98% respectively. Singapore also has an impressive 8.2 million mobile connections and 96% of the country own at least one mobile device - the vast majority of these being smartphones (88%). With such strong connectivity, AdSpruce’s outstream video ads are guaranteed to be served at the highest quality, enhancing and improving the mobile ad experience for consumers in Singapore.

1. The
Mobile
Market in
Singapore

2. The Singapore Market
Population = 5.56 million
Mobile connections = 8.82 million
Mobile connection penetration =
145%
96% of the population own a mobile
device (unique users)
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

3. Singapore as a
Mobile-First
Country
One of the highest smartphone
penetration rates in the world1
Unique mobile penetration = 85%
88% own a smartphone
2 hours and 3 minutes spent on
mobile daily
3G and 4G connection coverage
at 98% and 96% respectively2
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528
2. Inside Games Asia, December 2015 - http://insidegamesasia.biz/the-business-opportunities-based-on-
singapores-internet-environment/

4. Global Mobile Web Usage
Mobile web audiences are 2x larger than
mobile app1
Mobile web usage has grown 1.2% faster
than app over the past 3 years
The median browser usage has grown
61% in the past year compared to 51%
for apps1
1. Morgan Stanley, ‘Google, There's an App for that...the Browser’ - September 24, 2015 - http://linkback.morganstanley.com/web/sendlink/webapp/f/e49099bq-3pb2-g000-a9cf-
005056028001?store=0&d=UwBSZXNlYXJjaF9NUwBkMjYxMjIwMC02MDgwLTExZTUtOWNkYS0yYWVjNWZiMzM3MzU%3D&user=k8zaytx6tjb9-
610&__gda__=1569211381_ddff0a14f7abbe1454f722f9c78321fc.

5. Mobile Web
Use in
Singapore
Mobile and tablet make up for 48% of all
web page views
Mobile web views increased by 17% in 2015
Desktop web page views decreased by 7%
Currently, desktop makes up 52% of web
page views but this is decreasing
Mobile web views will soon overtake
desktop views
1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

6. Activities on Mobile Web
M-commerce: 55% of online shoppers
choose to shop on mobile
Search is the third most popular app
download
67% of people search for products on their
mobile device
68% watch video online
89% Singaporeans booked flights on their
smartphone
1. Inside Games Asia, December 2015 - http://insidegamesasia.biz/the-business-opportunities-based-on-singapores-internet-environment/
2. Mumbrealla, October 29th 2014 - http://www.mumbrella.asia/2014/10/google-study-singapore-worlds-top-smartphone-market-per-capita/

7. App Activity on
Mobile
Social messaging and social media are the
most popular app downloads in
Singapore
Search is the 3rd most popular app activity2
58% use social messaging
33% download apps for gaming
Singaporeans spend money on productivity-
related apps
Difference between mobile web and app use
is intention and purpose - apps have a
purpose whereas web is used more
sporadically, for research and
information
80% of Singaporeans use just 5 apps or
less1
1. e27 , Singapore top mobile economy, 26th February 2016 https://e27.co/singapore-tops-mobile-app-
economy-long-20160226/
2. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

8. Disadvantages of
Mobile App
Apps need to be downloaded and
updated - not as simple as using the
mobile web
Content is easily shared from mobile
websites - people love to share with
friends
Limited storage on mobile so you
cannot have an infinite amount of
apps
Apps often freeze or crash - not good for
customer retention
1. The 4 C’s of Advertising, Spetember 2015 http://cdn2.hubspot.net/hubfs/462650/4Cs-
Events/The_Four_Cs_of_Mobile_Advertising_-
_VIETNAM_Report.pdf?__hssc=1464942.1.1455701477157&__hstc=1464942.3107e1c880477e93b15d0cb
6fe920710.1455693888000.1455693888000.1455701477157.2&__hsfp=&hsCtaTracking

9. How Does Mobile Web Win?
High connection speeds mean fast web
browsing on the move
Mobile web browsing will soon overtake
desktop browsing - 48% of web page views
come from mobile devices and growing
M-commerce is huge - shoppers use the mobile
browser to research information and
pricing, which is easier on mobile web
Singaporeans do not download as much apps
as other SEA countries1. We Are Social, Digital in 2016, January 2016 - http://www.slideshare.net/wearesocialsg/digital-in-2016/528

10. About AdSpruce
AdSpruce is a mobile video ad tech company which
specialises in providing mobile web advertising solutions
for advertisers and publishers.
AdSpruce enables publishers to maximise revenue from
their mobile inventory by providing an industry-first mobile
web Ad Development Kit (ADK) that integrates video
advertising across video inventory. The AdSpruce mobile
web ADK provides the first solution for trackable pre-roll
advertising on feature phones and a variety of ad spots on
smartphones and tablets. With mobile web audiences
more than 2x larger than app audiences and growing even
faster (Morgan Stanley, 2015), AdSpruce focuses on
delivering the best possible ad experience across all
mobile browsers. From low-bandwidth phones in emerging
markets like Vietnam, Indonesia and India to 4G
smartphones in New York, London and Singapore,
AdSpruce can provide the highest possible video
advertising quality and experience.
Founded in 2011, AdSpruce has delivered millions of video
adverts for some of the world’s biggest brands including
Microsoft, IBM, Disney, Coca Cola, Vodafone, BBC and
BMW.

11. Delivering brand performance
Kapil Sampanthan
Business Development Director
Email: kapil@adspruce.com
Skype: kapil.sam1
adspruce.com