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10 tr a d i t i o n a l me d i a tr a n s F o r m a t i o n This is reflected in a survey conducted in Europe and North America by The BPRI Group on behalf of Accenture 10 , which indicates that 43% of the survey respondents sees traditional advertising agencies have the most to lose in the transition to digital advertising followed by broadcasters at 33%, while online search companies have the most to gain. Telecom Companies Cable operators Broadcasters Advertising Agencies Entertainment Software Providers Most to Win Most to Lose Other Content Developers Web Portals and Social Media Digital Advertising Specialist Online Search Companies 1% 1% 1% 1% 4% 5% 10% 12% 19% While old is given way to new media to certain extent, there are complementary benefits existing. For example, according to Netinsight 11 , there is an interesting overlap between television and Internet surfing activities in the case of Malaysia. This suggests that Internet users are simultaneously consuming both forms of media. This uncovered the fact that 81% of Internet users surveyed continue to watch television. Internet has impacted the way consumers use the traditional media, but appears no critical threat of the Internet replacing the traditional media. Source: “Breaking the Rules: Findings New AVPU Through Clickthroughs” by Alcatel-Lucent, 2008 46% Online Search Companies Entertainment Software Providers Digital Advertising Specialist Web Portals and Social Media Content Developers Telecom Companies Source: “Facing the Digital Reality: The Path to Future High Performance in Advertising” – Accenture Global Digital Advertising Study, 2007” by Accenture, 2007 However, as often is the case in any transformation, there are always challenges ahead. The Accenture study 12 has indicated that 25% of respondents citing cultural and technology changes would create pessimistic views from traditional advertising agencies to face this disruptive change. 10 “Digital Disruption – Where have all the Ads Gone?” by Emily O’Halloran and Charles N. Symmons for Accenture Outlook, May 2008 11 Netinsight is a study of Internet users, age 13 years old to 64 years old in Malaysia. The survey covered 1,000 respondents in Klang Valley, Penang, Ipoh and Johor Bahru 12 “Facing the Digital Reality: The Path to Future High Performance in Advertising” by Accenture, 2007 Other Cable Operators Broadcasters Advertising Agencies Note: Based on survey for first quarter of 2007 conducted in Europe and North America by The BPRI Group on behalf of Accenture Source: “Digital Disruption – Where have all the Ads Gone?” by Accenture, May 2008 Consumer Targeting Low High Primary Segmentation of Advertising Channels Direct Mail Yellow Pages In-Store Newspapers Magazines Out of Home Shift in ad spending Online Mobile IPTV TV Radio Low High Consumer Experience 4% 10% 12% 0% 0% 0% 1% 3% 4% 6% 10% Challenges Transition to a Digital Advertising Business 4% 4% 3% 16% 25% 22% Cultural Changes Digital Personnel Advertisers Partnering Ability Online Experience Investment Capital Rounding 33% Technology Excellence 43% Management Commitment
tr a d i t i o n a l me d i a tr a n s F o r m a t i o n Brands in Digital Media The study on Top Brand Using Digital 13 explores consumers’ awareness on digital advertising and reveals leading digital advertisers across Asia such as Nokia, which is a top brand in four of the countries cited in the study (see graph). For instance, mobile devices and operators are the most frequently recalled. Nokia tops the list in Malaysia, Hong Kong and Singapore. The international brands of Sony and Coca-Cola are amongst the next most brands recalled. Air Asia 71% Celcom 71% Maxis 75% Digi 78% Nokia 84% Malaysia China Top 5 Digital Advertisers in Asia Hong Kong Singapore Taiwan Source: “TNS Reveal Asia’s leading Digital Advertisers” by ADOI Marketing Communications Magazine, April 2008 Dedicated Websites Sponsored Contents Banner Ads Popup Ads Mobile Phones Email Ads in Video Games Ads in Virtual Worlds Others Olay 68% Samsung 69% China Unicom 70% Coca Cola 74% China Mobile 76% Coca-Cola 67% McDonald’s 68% Sony 73% HSBC 77% Nokia 82% Source: “TNS Reveal Asia’s leading Digital Advertisers” by ADOI Marketing Communications Magazine, April 2008 Thailand The study also highlights that the different Asian markets and different digital channels have markedly different levels of credibility towards digital channels. Malaysia marked higher level of trust in digital advertisement, compared to Singapore and Hong Kong. Almost 64% of Malaysia respondents recall having seen dedicated websites from a number of top brand names and 83% of the respondents are more interested in a brand after viewing the advertisement. DBS 68% Sony 70% Star Hub 72% SingTel 78% Nokia 80% Types of Digital Media Seen Being Used 7% 7% 17% Nokia 63% Coca-Cola 63% McDonald’s 64% Sony 65% 7-Eleven 73% Pepsi 56% Siam Commercial Bank 62% Sony 69% Nokia 87% True Movie 73% 0% 10% 20% 30% 40% 50% 60% 70% Percentage (%) 13 “TNS Reveals Asia’s Leading Digital Advertisers – Nokia Takes Top Slot in Malaysia” by ADOI Marketing Communications Magazine, April 2008 32% 31% 35% 50% 55% 64% 11
Page 1 and 2: ADVERTISING DEVELOPMENT IN MALAYSIA
Page 3 and 4: Co n t e n t s Foreword 2 Executive
Page 5 and 6: ex e C u t i v e su m m a r y The a
Page 7 and 8: Gl o b a l advertisinG la n d s C a
Page 9 and 10: e G i o n a l advertisinG tr e n d
Page 11: tr a d i t i o n a l me d i a tr a
Page 15 and 16: ad s in ne w me d i a - us ex a m p
Page 25 and 26: Users (in million) ad s in ne w me
Page 31 and 32: advertisinG ma r k e t in ma l a y
Page 45 and 46: in d u s t r y bo d i e s The stead
Page 47 and 48: aC r o n y m s 3D Three Dimensional
Page 49: Suruhanjaya Komunikasi dan Multimed

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