The report titled “Malaysia
Online Advertising Market Outlook to 2023 - By Medium (Desktop, Mobile), By
Type (Search Ads, Social Media Ads, Video Ads, Banner Ads, Online Classifieds
and others), By Sectors (FMCG, Entertainment & Media, BFSI, Automotive,
Retail, Healthcare and others) and By Models (Cost Per Click, Cost Per Mile and
Cost Per Action)”
covers online advertising spent, market segmentation by medium of advertising
(desktop and mobile), by type of advertising (search advertising, social
advertising, video advertising, banner advertising, online classifieds and
others), by sectors (FMCG, Entertainment & Media, BFSI, automotive,
E-commerce/Retail, Healthcare and others), by models (Cost per Mile, Cost per
Click and Cost per Action). The report also covers emerging growth drivers and
trends, issues and challenges; customer pain points and decision making
parameters and competitive landscape of players in the market with special
focus on Omnicom, IPG Medibrands, Publicis, Dentsu, Group M and others. The report also explores the
digital customer profile in Malaysia, future outlook & projections along
with analyst recommendation & macroeconomic variables highlighting the
major opportunities & cautions to the reader.
The key target audience of the report would be
various advertising agencies, advertising platforms, investors and others. This
report will particularly help the readers to identify the ongoing trends in the
industry and anticipated growth in the future depending upon changing industry
dynamics in upcoming years.
Malaysia Online Advertising Market
Summary
Market Overview: Traditional medium for advertisement has had
a majority share in Malaysia owing to its early evolution along with the ease
& expertise gained by the workforce over time. These include ads run
primarily through television, radio and print media (newspaper and magazines)
and out of home advertising. The fast and rapidly evolving pace of Information
Technology has enabled online advertisement to become one of the most popular
channels of communication in the country. Malaysia has strong supportive
internet infrastructure including fast internet’s speed, user-friendliness, low
cost and convenience offered which has contributed to the further development
of online marketing industry. Malaysia Online Advertising Market is at the
growth stage witnessing an intense competition amongst advertising agencies.
With onset of internet & social media popularity, companies realized
tremendous online viewership hence, transited towards the online mode ever
since 2000’s. With the advent of digitization, companies have now realized the
benefits of advertising online especially on Smartphones. The total number of
internet users has increased considerably during the review period. The digital
advertising landscape is developing at an astonishing pace as media
proliferation and technology are together yielding newer ways of connecting
with consumers. The market still lacks the right types of tools and performance
metrics to measure the success of the campaign. Online advertising spent is
expected to witness sound growth at a CAGR of around 29% during the revenue
period 2013-2018.
Market Segmentation
By Medium (Desktop and Mobile)
Pictures and videos can make an online
advertisements appear more eye-catching to the consumers. With the advent of
video platforms like Netflix and Viu, there has been an increase in consumption
of video content on Smartphones causing a shift of viewers from TV media. In
the past, desktop dominated the market owing to better resolution of the
advertisements and bigger screen. Additionally, with increased affordability,
the ease of carrying and the internet accessibility of smart phones have caused
a shift in the medium of operation of internet. Although the country still lags
in the affordability of Internet plans, there is rapid increase in smart phone
penetration in the country. Mobile advertising is now preferred by Advertisers
and have led the market share in 2018.
By Sectors/Industries (FMCG,
Healthcare, Entertainment & Media, Automotive, BFSI and Others)
Retail E-commerce is the top sector which
spends ample budget on digital advertising owing to the need to target specific
customers followed by the Travel which has a significant share in online
advertisement spending in the country owing to increasing awareness by government
to promote tourism in country. FMCG also saw an increase in advertising spend
due to the increase in number of international brands in the market and their
need to maintain a higher visibility. Healthcare sector is coming up with
innovative medical services and need to raise awareness among consumers and is
growing slow owing to the restrictions on advertising in the sector. Automotive
and Banking services also accounted for a considerable market share in the
digital advertising market spending in Malaysia.
By Pricing Models (Cost per Mile
(CPM), Cost per Click (CPC) & Cost per Action (CPA)
The CPC model was being widely used by
publishers in Malaysia. The CPA model is going to overtake the CPC model with
the steady growth of social media ads & video ads as new players are
entering the market preferring CPA. The model converts leads into sales and is
highly result driven. On the other hand, CPM is considered to be a medium just
to spread awareness and hence has a considerable share in 2018.
By Types of Advertising (Banner,
Video, Search, Social Media and Online Classified & Others Advertising)
Among the five types of digital advertising,
social media ads have gathered the maximum market share in 2018 due to the
higher usage of social media for the various activities. In social media,
Facebook accounts for the maximum user penetration followed by Instagram,
YouTube, and Google. Search media advertising ranks second due to the
increasing e commerce in the country where Malaysians prefer to search before
they buy. Video advertising has gradually increased in the last five years
whereas banner and online classified advertising have seen a slight decline in
this period in terms of relative share.
Competitive Landscape: Companies in Malaysia have been introducing
innovative methods of capturing their target audience while the old firms are
expanding their foothold into this space with the help of the existing data
they possess. Companies compete on the basis of promotion strategies, their
networking, major clientele and the platforms used for digital advertising.
Some of the major players operating within this segment include Omnicom, IPG
Medibrands, Publicis, Dentsu, Group M and others. Major platforms with majority
of the share in the market are Google and Facebook, followed by LinkedIn,
Snapchat and other platforms. The market is fragmented for advertising agencies
while it is highly concentrated for platforms on the basis of ad spent in 2018.
Pricing, brand value as well as advertising strategies adopted by a particular
company are considered as of high importance in order to reach a wider target
audience in the country.
Malaysia Online Advertising Market
Future Outlook
It has been analyzed that pictures &
videos in the multimedia would continue to have strong influence to form
favorable stance towards brand and purchase intention of customers in the next
5 years. This would make advertisers invest higher on online advertisements.
Malaysia online advertising market is forecasted to witness a CAGR (2018-2023)
of close to 20% due to the lack of expertise and skills among the agencies.
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
Key Topics Covered in the Report
Malaysia Online Advertising Market
Malaysia Online Advertising Market
Segmentation
SWOT Analysis of Malaysia Online Advertising
Market
Trends and Development in Malaysia Online
Advertising Market
Issues and Challenges in Malaysia Online
Advertising
Regulatory Scenario of Malaysia Online
Advertising Market
Competitive Scenario in Malaysia Online
Advertising Market
Company Profiles of Malaysia Online
Advertising Market
Malaysia Online Advertising Market Future
Outlook and Projections, 2018-2023E
Analyst Recommendation in Malaysia Online
Advertising Market
For more information, refer to below
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