advertising market in malaysia - Malaysian Communications And ...
advertising market in malaysia - Malaysian Communications And ...
advertising market in malaysia - Malaysian Communications And ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
ad s <strong>in</strong> ne w me d i a – us ex a m p l e s<br />
Onl<strong>in</strong>e Advertis<strong>in</strong>g<br />
Behaviourally targeted <strong>advertis<strong>in</strong>g</strong> promises more revenues for Web publishers. By the end of 2009,<br />
more than two-thirds of the US population or 200 million people will be go<strong>in</strong>g onl<strong>in</strong>e. Accord<strong>in</strong>g<br />
to eMarketer 17 , the most popular onl<strong>in</strong>e video content, watched by 40% or more of the US onl<strong>in</strong>e<br />
video audience, is short pieces of five m<strong>in</strong>utes or less <strong>in</strong>clud<strong>in</strong>g news clips, jokes, movie trailers,<br />
music videos, clips from TV shows and enterta<strong>in</strong>ment news.<br />
eMarketer estimates that US spend<strong>in</strong>g for<br />
behaviourally targeted onl<strong>in</strong>e <strong>advertis<strong>in</strong>g</strong> will<br />
reach USD775 million <strong>in</strong> 2008, while project<strong>in</strong>g<br />
that behaviourally targeted <strong>advertis<strong>in</strong>g</strong> spend<br />
will reach USD4.4 billion by the end of 2012.<br />
Ma<strong>in</strong>stream adoption of onl<strong>in</strong>e video <strong>advertis<strong>in</strong>g</strong><br />
will be the key factor driv<strong>in</strong>g behaviourally<br />
targeted <strong>advertis<strong>in</strong>g</strong> spend to nearly 25% of all<br />
US display <strong>advertis<strong>in</strong>g</strong> spend <strong>in</strong> 2012.<br />
Similarly, <strong>in</strong> the UK, onl<strong>in</strong>e <strong>advertis<strong>in</strong>g</strong> reached<br />
USD5.3 billion <strong>in</strong> 2007, up more than 30%<br />
from 2006, partly due to grow<strong>in</strong>g agency<br />
expertise and advertiser understand<strong>in</strong>g of<br />
digital channels and is forecasted to grow and<br />
approach USD8.7 billion <strong>in</strong> 2012 18 .<br />
Onl<strong>in</strong>e <strong>advertis<strong>in</strong>g</strong> exists <strong>in</strong> formats such as<br />
search <strong>advertis<strong>in</strong>g</strong>, display <strong>advertis<strong>in</strong>g</strong>, video<br />
<strong>advertis<strong>in</strong>g</strong>, classified <strong>advertis<strong>in</strong>g</strong>, e-mail<br />
<strong>market</strong><strong>in</strong>g, affiliate <strong>market</strong><strong>in</strong>g, mobile Internet<br />
<strong>advertis<strong>in</strong>g</strong> and <strong>advertis<strong>in</strong>g</strong> on social networks.<br />
A study <strong>in</strong>dicated that <strong>in</strong> US, the percentage<br />
of Internet users who use search eng<strong>in</strong>es on a<br />
typical day has been steadily ris<strong>in</strong>g from about<br />
one-third of all users <strong>in</strong> 2002, to a new high of<br />
49% <strong>in</strong> 2008 while 60% of Internet users use<br />
email on a typical day 19 . Marketers can optimise<br />
their <strong>market</strong><strong>in</strong>g efforts if they <strong>in</strong>tegrate with<br />
offl<strong>in</strong>e channels as well. However, it was found<br />
<strong>in</strong> a study that just over half of search eng<strong>in</strong>e<br />
<strong>market</strong>ers (55%) <strong>in</strong>tentionally <strong>in</strong>tegrate their<br />
efforts with at least one offl<strong>in</strong>e <strong>market</strong><strong>in</strong>g<br />
channel and that <strong>in</strong>tegration most often takes<br />
place with direct mail (34%) and magaz<strong>in</strong>e/<br />
newspaper <strong>advertis<strong>in</strong>g</strong> (29%), while both<br />
television (12%) and radio <strong>advertis<strong>in</strong>g</strong> (12%)<br />
trail beh<strong>in</strong>d 20 .<br />
2006 2007 2008 2009 2010 2011 2012<br />
Note: Advertis<strong>in</strong>g displayed to a select audience whose <strong>in</strong>terest or<br />
<strong>in</strong>tentions are revealed by Website or ISP track<strong>in</strong>g data, audience<br />
segmentation and/or predictive analysis; excludes ads targeted us<strong>in</strong>g<br />
adware<br />
Source: “Behaviourally Targeted Onl<strong>in</strong>e Advertis<strong>in</strong>g Spend<strong>in</strong>g<br />
2006 – 2012” by eMarketer, June 2008<br />
17 “Types of Onl<strong>in</strong>e Video Content that US Onl<strong>in</strong>e Video Viewers Watch Monthly or More Frequently, 2007” by eMarketer, February 2008<br />
18 “UK Onl<strong>in</strong>e Advertis<strong>in</strong>g Spend<strong>in</strong>g” by eMarketer, March 2008<br />
19 “Daily Search Eng<strong>in</strong>e Users Clos<strong>in</strong>g <strong>in</strong> On Email Users” by Pew Internet & American Life Project, August 2008<br />
20 “¡Search Marketers Fail To Integrate With Offl<strong>in</strong>e Channels” by iProspect, August 2008<br />
Advertis<strong>in</strong>g Spend<strong>in</strong>g<br />
(<strong>in</strong> million)<br />
5,000<br />
4,000<br />
3,000<br />
2,000<br />
1,000<br />
-0<br />
Behaviourally Targeted<br />
Onl<strong>in</strong>e Advertis<strong>in</strong>g Spend<strong>in</strong>g<br />
2006 – 2012<br />
350<br />
525<br />
775<br />
1,100<br />
1,700<br />
2,700<br />
4,400<br />
Integrated Offl<strong>in</strong>e Market<strong>in</strong>g Chanels<br />
<strong>in</strong>to Search Market<strong>in</strong>g Efforts<br />
(April - June 2008, % of Responders)<br />
Search Market<strong>in</strong>g Budget<br />
USD250 mil+<br />
Change language