advertising market in malaysia - Malaysian Communications And ...

ad s in ne w me d i a – us ex a m p l e s
Total Unique Visitors
(in million)
600
500
400
300
200
100
0
Social Networking Visitors by
Worldwide Region
(+25%)
580.5
464.4
Worldwide
(+23%)
200.6 (+35%)
162.7
165.3
122.5 120.8 131.3
(+9%)
Asia
Pacific
Europe
North
America
40.1 53.2
(+33%)
Latin
America
Source: “Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance” by comScore World Metrix, August 2008
According to comScore 26 , as at June 2008, social networking worldwide grew 25% since June
last year. The phenomenon of social networking is still growing rapidly in Asia Pacific with 23%
growth, while beginning to reach maturity in North America (up 9%). In other regions, the
growth of social networking has recorded well-above average rates such as the Middle East-Africa
(up 66%), Europe (up 35%) and Latin America (up 33%). Many of the top social networking sites
have demonstrated rapid growth in their global user base. Although MySpace has the largest visitor
base among the social networking sites, it is Facebook that leads in global annual visitor growth
of 153% in 2008, followed by Hi5 that increased 100%. Many social networking sites such as
Friendster and Facebook have increased user base by becoming more culturally relevant to local
markets through local language interface translation in order to capture local market outside US.
With more new social communities forming every day, diversification of social media has also
increased, creating a range of opportunities for marketers. For example, SagaZone and Wanobe,
both launched in 2007, specifically appeal to those above 50 years old.
Given the popularity of Facebook,
MySpace, Friendster and the like,
business audience on online social
networks is steadily growing. As the
number of business users of social
networks increases, advertising spend
in the US is expected to rise accordingly,
reaching an estimated USD210 million
in 2012. B2B marketers will spend far
more over the next few years to create
and manage their own social networks
for business customers, partners,
suppliers and vendors.
June-07
June-08
18.2 30.2
(+66%)
Middle
East Africa
Advertising Spending
(million)
Note: Includes display, rich media, search, widgets, applications and other
forms of advertising targeted to a business audience on any social network
Source: “US B2B Online Social Network Advertising Spending, 2007 – 2012” by
eMarketer, August 2008
26 “Social Networking Explodes Worldwide as Sites Increase their Focus on Cultural Relevance” by comScore, August 2008
250
200
150
100
50
0
Total Unique Visitors
(in million)
150
120
90
60
30
-0
Selected Social Networking Sites
Worldwide by Total Visitors
114.4 117.6
(+153%)
MySpace.com
(+3%)
132.1
52.1
Facebook.com
(+100%)
56.4
28.1
Hi5.com
(+50%)
37.1
24.7
Friendster.com
(+41%)
34.0
24.1
Orl.ut
18.2 24.0
(+32%)
Bebo.com
June-07
June-08
17.6 21.0
(+19%)
Skyrock Network
US B2B Online Social Network Advertising Spending
2007 – 2012
15
40
169%
80
80%
125
165
55% 32% 27%
2007 2008 2009 2010 2011 2012
Revenue Growth (%)
210
1.8
1.6
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
Change (%)
17