advertising market in malaysia - Malaysian Communications And ...
advertising market in malaysia - Malaysian Communications And ...
advertising market in malaysia - Malaysian Communications And ...
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ad s <strong>in</strong> ne w me d i a – us ex a m p l e s<br />
The video game medium<br />
is another new <strong>advertis<strong>in</strong>g</strong><br />
platform for <strong>market</strong>ers.<br />
In the US, the <strong>in</strong>-game<br />
<strong>advertis<strong>in</strong>g</strong> spend is<br />
expected to grow 120%<br />
from USD295 <strong>in</strong> 2007 to<br />
USD650 <strong>in</strong> 2012. This is<br />
buoyed by vibrant growth<br />
<strong>in</strong> the video game <strong>market</strong><br />
and web-based games<br />
alone are gett<strong>in</strong>g <strong>market</strong>ers<br />
to advertise sponsored<br />
sessions and display ads <strong>in</strong><br />
or around the onl<strong>in</strong>e game<br />
space.<br />
US sports sites have large<br />
and loyal fan bases and are<br />
evolv<strong>in</strong>g <strong>in</strong>to major league<br />
<strong>advertis<strong>in</strong>g</strong> avenue. With<br />
emphasis on ad-supported<br />
models sports content as<br />
opposed to paid content,<br />
eMarketer estimates that<br />
total revenues for US sports<br />
sites will reach USD2.96<br />
billion <strong>in</strong> 2012, up from<br />
USD1.49 billion <strong>in</strong> 2007. To<br />
illustrate, as a percentage<br />
of overall revenues on<br />
sports sites, <strong>advertis<strong>in</strong>g</strong><br />
will grow from 55% <strong>in</strong> 2007<br />
to 66% <strong>in</strong> 2012.<br />
Percent (%)<br />
Advertis<strong>in</strong>g Spend<strong>in</strong>g<br />
(<strong>in</strong> million)<br />
700<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
Source: “Ad Advantage of Local onl<strong>in</strong>e media” by Onl<strong>in</strong>e Publishers<br />
Association, August 2008<br />
0<br />
295<br />
403<br />
Note: Includes static ads, dynamic ads, product placements, game portal display ads and<br />
sponsored sessions <strong>in</strong> console-based, PC-based and Web-based games; excludes advergames<br />
and <strong>advertis<strong>in</strong>g</strong> on mobile games<br />
Source: “US In-Game Advertis<strong>in</strong>g Spend<strong>in</strong>g 2007 – 2012” by eMarketer, February 2008<br />
Revenues<br />
(<strong>in</strong> million)<br />
2,000<br />
1,500<br />
1,000<br />
500<br />
Percent Of Consumers Tak<strong>in</strong>g Action after<br />
View<strong>in</strong>g Local Ads<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
46%<br />
Local<br />
Newspaper<br />
Site<br />
44%<br />
Local<br />
Television<br />
Site<br />
0<br />
US In-Game Advertis<strong>in</strong>g Spend<strong>in</strong>g<br />
2007 – 2012<br />
2007<br />
2007<br />
2008<br />
2008<br />
* Includes display, video, paid search and rich media <strong>advertis<strong>in</strong>g</strong><br />
Source: “US Sports Site Revenues by Segment 2007 – 2012” by eMarketer, July 2008<br />
42%<br />
Local<br />
Magaz<strong>in</strong>e<br />
Site<br />
39%<br />
User<br />
Review<br />
Site<br />
819<br />
37%<br />
Portal<br />
511<br />
2009<br />
2009<br />
589<br />
2010<br />
2010<br />
625<br />
2011<br />
US Sports Site Revenues by Segment<br />
2007 – 2012<br />
372<br />
298<br />
1,000<br />
414<br />
310<br />
1,150<br />
Onl<strong>in</strong>e Advertis<strong>in</strong>g *<br />
Percent (%)<br />
50%<br />
40%<br />
30%<br />
20%<br />
10%<br />
0%<br />
434<br />
302<br />
1,350<br />
450<br />
343<br />
2011<br />
Paid Content Other<br />
650<br />
2012<br />
2012<br />
Source: Based on “2008 Biennial News Consumption Survey” by<br />
Pew Research Center, August 2008<br />
1,575<br />
476<br />
391<br />
Four Dist<strong>in</strong>ct Segments <strong>in</strong><br />
Today’s News Audience<br />
23%<br />
Integrators<br />
13%<br />
Net-Newsers<br />
Segments<br />
46%<br />
Traditionalists<br />
1,950<br />
532<br />
473<br />
14%<br />
Disengaged<br />
15
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