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Malaysia Online Advertising Market has been Growing Steadily Driven by Rising Number of Online Advertising Agencies and Sustaining Digital Infrastructure: Ken Research Analysis

Press release   •   Jul 18, 2019 17:05 IST

Malaysia ranks top 5 globally in mobile social media penetration, highest in region | New Strait times

Internet penetration in Malaysia stands at 80% as of year 2018. The country ranks top five globally and highest in Southeast Asia for mobile social media penetration. The increase in internet penetration has been mainly because of the initiatives taken by the government to increase the internet speeds while reducing the price. Recently the fixed line broadband charges were reduced by 25% in order to make internet more affordable in the country. Apart from the government initiatives, the way the Malaysians use internet has been a factor of growth for the advertising agency. The social media penetration in the country is about 80% and average time spent on same is around 2 Hours 58Minutes. With traditional advertising becoming Obsolete in terms of audience-centric advertising, the advertisers are now inclining towards digital where they can target customers according to the need of the campaign.

Malaysians spent at least 8 Hours 5 Minutes daily on internet that propels the momentum of digital advertising and encourages the brands and industries to prefer online modes as compared to offline modes. Due to higher internet speeds, Video advertising has shown promising results especially for sectors like FMCG and BFSI where the aim of the campaign is to spread awareness. In terms of Advertising spend; the digital medium has overtaken the traditional mediums such as TV, newspaper and radio. Smart phones are more accessible and people keep them handy throughout the day and advertisers can reach the customers whenever they want to unlike the traditional medium. The advertisement spending is consistently increasing capturing a higher proportion of the overall marketing budgets of companies. Advertisers are realizing the potential and the impact of the online advertisements with the passage of time.

Analysts at Ken Research in their latest publication “Malaysia Online Advertising Market Outlook to 2023 - By Medium (Desktop and Mobile), By Type (Search Advertising, Social Media Advertising, Banner Advertising, Video Advertising, Online Classifieds), By Sectors (FMCG, Entertainment & Media, BFSI, Retail, Healthcare, Automotive and others) and By Model (Cost Per Mile, Cost Per Click and Cost Per Action)” believes that an increase in the number of smart phone users, developing digital infrastructure and increasing size of sectors such as FMCG & E-commerce would surge the overall online advertising spent in the market. The market has witnessed a positive CAGR of close to 20% in terms of online advertising spent made by industries in Malaysia, during the review period 2013-2018.

Key Segments Covered in Malaysia Online Advertising Market

By Online Advertising Medium (On the basis of Online Advertisement Spending)

Desktop

Mobile

By Types of Online Advertising (On the basis of Online Advertisement Spending)

Search Advertising

Social Media Advertising

Banner Advertising

Video Advertising

Online Classified & Others

By Different Sector/Industries (On the basis of Online Advertisement Spending)

Retail/E-Commerce

Travel

FMCG

Healthcare (Includes Pharmaceuticals)

Media and Entertainment

Automotive

BFSI

Others

By Pricing Models (On the basis of Online Advertisement Spending)

Cost per Click (CPC)

Cost per Mile (CPM)

Cost per Action (CPA)

Time Period Captured in the Report:

Historical Period: 2013-2018

Forecast Period: 2019-2023

Key Target Audience

Advertising Agencies

Social Networking Platforms

End User Industries Investing in Online Advertising

Investors

Advertising Agencies Covered:

Group M

Publicis Groupe

IPG media brands

Dentsu Aegis

Omnicom

Advertising Platforms Covered:

Google

Facebook

Instagram

YouTube

Key Target Audience

Advertising Agencies

Social Networking Platforms

End User Industries Investing in Online Advertising

Investors

Companies Covered:

Dentsu

Omnicom

IPG Mediabrands

Publicis

Group M

Platforms Covered:

Google

Facebook

Instagram

YouTube

For more information, refer to below link:

Malaysia Online Advertising Market

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