advertising market in malaysia - Malaysian Communications And ...

ad s in ne w me d i a – us ex a m p l e s
Banner Advertising
Location Based Advertising
Well accepted due to its similarity to
Internet advertising, but consumers do
not have a good understanding of what
will happen after consumer click the ads,
whether it will lead to WAP page, trigger
download, or other.
More personally relevant advertising is
needed to increase consistency of the
user interfaces of ads.
High level of interest because consumers
do not mind having brand names or logos
appear on a map. The ads provide rich
experience to the consumers as they
engage with brands in highly relevant
situations.
However, the ads need to balance
between “push” advertising versus “pull”
advertising.
Note: This research study were shared by Orange with MobiAD News
Source: “Exposure” by Orange UK, MobiAD News, November 2007
Percentage (%)
50%
40%
30%
20%
10%
0%
!
Recall in Brand Advertised
34%
1Q 2007
Source: “Mobile Advertising Report” by Limbo, First Quarter 2008
Formats of Mobile Advertising
41%
1Q 2008
Sponsored Advertising
Idle Screen Advertising
Consumers view the advertisements
as linked to existing TV models, thus
the ads receive positive response from
the consumers. The ads display logos,
videos and static messages from the
advertisers.
However, users likely to develop the
expectation to experience the same
standard TV experience on the mobile
more and more over time.
Idle screen advertising is where sponsored
content shown on the phone when it is
not in use. The ads create good branding
for the advertisers and most favorable to
the consumers
But the common question related to the
guideline for users to set the services.
According to the Mobile Advertising Report
by Limbo, 41% of consumer remembers
mobile advertising – at least one brand,
which represents a 20% increase from
2007. Survey from market research firm,
Dynamic Logic on the success of mobile
campaign for film The Golden Compass
showed 67% of viewers remembering ads
seen. Both the studies reveal the high level
of awareness of mobile ads. Therefore,
the potential mobile advertising offers
to build brand awareness, interest and
consideration.
Various reports have indicated that a common challenge for mobile advertising to take off
successfully is the issue of standardisation of formats in mobile advertising. On the other hand, a
factor encouraging viewing of mobile ads is a flat rate usage charge. For example, mobile advertising
in South Africa and US have taken off successfully because both countries deploy flat rate tariffs.
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