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
link:
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Contact Us:
Ken
Research
Ankur
Gupta, Head Marketing & Communications
+91-9015378249
