Speech by Dr Yaacob Ibrahim at IMDA’s First Anniversary

In conjunction with IMDA’s first anniversary celebration, several key initiatives to prepare Singapore for the #DigitalEconomy were unveiled.

  • The launch of the Infocomm Media Industry Transformation Map (ICM ITM)
  • A series of Artificial Intelligence (AI) programmes to develop our AI ecosystem such as the AI Business Partnership Programme and AI Apprenticeship Programme
  • Plans to strengthen our core of ICM professionals and companies
  • Strategic Partnerships with MNCs – IBM, Microsoft and Samsung
  • Rebranding of Accreditation@IMDA to Accreditation@SGD to enable companies to gain recognition overseas
  • Roll-out of the Retail Industry Digital Plan to guide the retail sector in adopting digital technologies

We are happy to be mentioned in the speech by Dr Yaacob Ibrahim, Minister for Communications and Information at the launch of the Infocomm Media Industry Transformation Map on 3 Nov 2017.

“Accreditation has also helped to nurture companies in the space where ICT and media converge. One good example is the newly-Accredited iVideoSmart, a local tech start-up that has developed innovative video and advertising technologies to help publishers and media companies monetise video traffic and increase user engagement.

For example, instead of having to watch a commercial on dresses in the middle of a video, viewers can just click on or mouse over the dress that the actress in the video is wearing to purchase that dress!”

Click here to read the full speech by Dr Yaacob Ibrahim.

Conversations with our Co-founders by LEVEL3

Hear what our CEO, Alexandre Yokoyama  and COO, Lee Sze Chin have to say about the content industry when interviewed by LEVEL3.


“The entire advertising industry is broken, leaving us with multiple unhappy stakeholders,” says Alexandre Yokoyama, CEO of iVideoSmart. It’s not an over-the-top statement, not the way Alex explains it. To him, we’re living in an age of content disarray, where unspecified authors are ignorant to their rightful recognition and monetising content is a slow-burning, under-utilised method of generating revenue.

The Content Creators of Today Are Exchanging Real Dollars For Digital Dimes – A Bad Tradeoff, In Alex’s Opinion, As They Aren’t Monetising Well.

Additionally, brands hoping to make a real connection with their target audiences are struggling due to ineffective campaign messages based on ads, owing to high skip rates and ad blockers. Lastly, large groups of video content distributors – typically telcos – are subject to less-than-favourable trade-offs with content middle-men such as Netflix and YouTube.

“These three main stakeholders aren’t happy, iVideoSmart’s come up with a solution to address these issues, helping content owners make more money, brands to engage better, and distributors to have their cake and eat it too,” Alex explains.

“Specifically, For Brands, Common Alternatives Are Native Ads and Sponsored Content, But These Alternatives Have Their Limitations Due To The Natural Fragmentation Of Social Media, And Influencers Who Refrain From Disclosing Their Sponsorship Lest Damage To Their Reputation.”

In turn, iVideoSmart has created a relevant yet elegant solution, blending sponsored content into existing organic content, thus delivering a more user-friendly experience to consumers on the receiving end. Yet at the same time, creating a safe environment for data collection and brands to measure their performance – all of which can lead to important insights.

Working alongside iVideoSmart Co-Founder and Chief Operating Officer, Lee Sze Chin (SQ), Alex frequently jokes about their roles at the 2-year old startup.

“A Simple Way of Remembering What We Do In The Company, Is That I Make Promises, And SQ Delivers!”

Nevertheless, the duo is serious about their promises in delivering white label video business-in-a-box to businesses everywhere. “We’re looking at the huge global content owners and telcos out there,” elaborates Alex. “We aim to help the premium of their industries monetise to their full potential. Our three-pronged approach is very unique, as our competitors are usually offering their individual solutions, but aren’t even close to being a one-stop service like iVideoSmart is.”

No One Pays for Services Anymore

SQ: Alex and I come from the content world. He spent 7 and a half years at Google, whereas I worked for the Infocomm Development Authority of Singapore (IDA) for 7 years. As a result, we always knew that video was going to be the next big thing. To us, video was a no brainer.

Alex: The reality is, no one pays for anything anymore, least of all content. Being able to monetise the content that you have on hand is a real demand everywhere. Fundamentally, you need to make your content largely free for it to be popular, in the hopes that the monetisation conversion will be high when you use ads to drive it.

SQ: We understand that, and as a result, iVideoSmart provides a one-stop service to all video solutions. I think it’s fair to say that we’re going to be offering everything video-on-demand.

Alex: With all the different aspects of the video advertising business integrated into a single offering, we will provide brands the ease of a one-stop-service solution – From advertising to content or technology, we’ve got it.

There Is Some Truth That Content Is King

SQ: However, if you look at Facebook and Google, content is only part of the equation. Content definitely drives traffic, but the main issue is this: As a content owner, are you able to monetise the content that you’ve created?

Alex: In order for content owners to monetise, they need to use technology – such as the big data play or content recognition – to properly recognise and attribute who created what part of the content, in order to determine who is entitled to which part of the cut.

SQ: Yeah, because technically, content is just a mere platform that you should be utilizing to better reach your audiences. If your content sits on YouTube or Facebook, those aren’t your users, those are theirs. Content is King, that’s true. But content owners are not.

Fortitudine Vincimus

Alex: That’s my personal motto, which in Latin means ‘By endurance we conquer”.

SQ: Yes, it’s been a very tough journey, with lots of hard work that one sees. You need to be prepared to give it your all, because there’s lots of stress and anxiety. I haven’t slept in ages!

Alex: Thankfully our team is incredibly diverse and hardworking. We are a startup, and though we can never compete with the huge corporates, bank, or the government, our team comprises of people who are self-taught and have a genuine passion for the work they do.

SQ: I agree! We even have a colleague based in Kuala Lumpur who went blind in 2008, but had the fortitude to relearn how to code without his sight. He memorises his codes, and is one of our best coders too!



For more details about how we address the content industry issues, please check our solutions page here.

iVideoSmart Receives Accreditation from IMDA

Having undergone various stringent evaluations in different aspects of the business – Technical, Financial and Operations, we are pleased to share that iVideoSmart is the first Ad Tech company to be accredited by Infocomm Media Development Authority – IMDA.

This is a programme that aims to build an innovative technopreneur ecosystem to drive economic growth as part of the Digital Economy Strategy. To find out more about Accreditation@IMDA, visit…/pr…/startups/accreditation-at-imda.


IM Accredited

Senior Minister of State Chee Hong Tat visits iVideoSmart

Senior Minister of State for Communications and Information and Health Chee Hong Tat visited iVideoSmart on Monday (Jul 10) along with representatives from Info-communications Media Development Authority and Ministry of Communications and Information.

The main objective of the visit was for SMS Chee Hong Tat to understand the growth challenges of the company and how iVideoSmart’s offerings may benefit the local media industry.

Find out more about SMS Chee Hong Tat’s visit on our Facebook page or SMS Chee Hong Tat’s post about the visit.

Celebrating Success in Diversity

iVideoSmart has a very diverse team with talents from Singapore, US, Brazil, Philippines, Malaysia, Indonesia, Sri Lanka and India. We source the best people from all around the world, and we are proud to offer a multicultural environment and diverse where everyone can learn from each other.

While our core engineering team is based in Singapore, we also have engineers spread across Malaysia, Sri Lanka and India; amongst the technical team, there are 2 home-maker turned software engineers, 1 physics teacher turned engineer and 1 visually impaired backend engineer.

Honestly, it was not intentional but in the early days we were looking for specific skillsets within certain budget range and Momo successfully matched us to talents from literally all over the world - Indonesia, Malaysia, Sri Lanka and US. Obviously, we had initial concerns about the ability to manage these diverse talents remotely but with the right online collaborative tool and a strong PM (also matched by Momo) so far it has worked surprisingly well for us and the team enjoyed working with one another. In fact internally our guys remarked that we operate like a mini united nation, but infinitely more efficient, with talents from US, Brazil, Philippines, Singapore, Malaysia, Sri Lanka, India, Indonesia and China. So now everyone is familiar with the public holidays of all these countries.

SQ Lee, COO, iVideoSmart Pte Ltd

Find out more about the role diversity plays when people are coming to create great tech in the article by Momocentral.

If you would be interested in joining our team, feel free to drop us an email at or our LinkedIn page.