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Early adopters who see the importance of being in the know and trust advertisements to learn about them.
Drivers spend most of their time on the road and have a higher personal income, allowing them to spend on luxury goods.
Heartlanders are open-minded and frequent grocery shoppers who prefer to purchase them from supermarkets.
Tech-savvy individuals, who tend to spend more time out-of-home, have interests in gadgets and frequent CBD areas.
PMEBs tend to frequent CBD areas, shopping malls and are willing to spend on branded or quality goods.
Thrifty shoppers who visit supermarkets and shop for groceries frequently.
Shoppers have more faith in advertised products and use ads as a main platform to learn about new products.
Tourism is a major industry and a key contributor to Singapore’s economy.
Adventure seekers who enjoy being the first to try new brands. Youths keep up with fashion and are highly reliant on technology and gadgets.