advertising market in malaysia - Malaysian Communications And ...
advertising market in malaysia - Malaysian Communications And ...
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Users<br />
(<strong>in</strong> million)<br />
ad s <strong>in</strong> ne w me d i a – us ex a m p l e s<br />
2,500<br />
2,000<br />
1,500<br />
1,000<br />
500<br />
0<br />
Mobile Social Network Users Worldwide<br />
2007 – 2012<br />
82<br />
406<br />
147<br />
490<br />
243<br />
596<br />
* Registered users (identifies by their mobile number) who create, edit and view personal<br />
content us<strong>in</strong>g their phones<br />
Source: “Mobile Social Network Users Worldwide, 2007 to 2012” by eMarketer, April 2008<br />
369<br />
757<br />
With estimates of more than 1.2 billion mobile<br />
Internet users worldwide <strong>in</strong> 2012, there are<br />
ample avenues for <strong>market</strong>ers to promote their<br />
products and services through mobile social<br />
network<strong>in</strong>g. Most research firms forecast<br />
mobile social network users worldwide to<br />
reach more than 100 million users <strong>in</strong> 2012.<br />
This follows from the expectation of onl<strong>in</strong>e<br />
social network<strong>in</strong>g sites such as Facebook and<br />
MySpace go<strong>in</strong>g mobile and new mobile social<br />
network<strong>in</strong>g pure plays entities <strong>in</strong> the future.<br />
Emergent New Media Advertis<strong>in</strong>g<br />
Mobile Internet Users<br />
Mobile Social Network Users *<br />
554<br />
982<br />
Onl<strong>in</strong>e Social<br />
Network<strong>in</strong>g<br />
Goes Mobile<br />
Mobile Social Network Users<br />
Worldwide Forecasts<br />
Source<br />
Expected<br />
(million<br />
users)<br />
Digital Signage<br />
Digital signage, deemed the outdoor <strong>advertis<strong>in</strong>g</strong> platform of the future, provides consumers with<br />
display screen <strong>in</strong>stalled <strong>in</strong> public spaces to <strong>in</strong>form, enterta<strong>in</strong> or to deliver advertisements more<br />
reliably to target audience at specific location, at specific time. Digital signage is <strong>in</strong>creas<strong>in</strong>gly<br />
sought after by advertisers to utilise the medium and reach consumers <strong>in</strong> ways that conventional<br />
advertisements are unable to accomplish. It is also convenient for advertisers to carry out a quick<br />
copy change of their advertisements, without limitation of location and effort.<br />
Accord<strong>in</strong>g to a study by Onl<strong>in</strong>e Test<strong>in</strong>g Exchange (OTX), respondents found digital <strong>advertis<strong>in</strong>g</strong> to be<br />
<strong>in</strong>terest<strong>in</strong>g (53%), attracted their attention (63%), unique (58%) and less annoy<strong>in</strong>g (26%), than<br />
other traditional and onl<strong>in</strong>e media. Indication is that, 75% of 18 to 34 years old group <strong>in</strong> the US<br />
take notice of digital signage <strong>in</strong> seven different locations <strong>in</strong> a week. This provides opportunity to<br />
the advertisers for <strong>in</strong>tercept for ads and reach<strong>in</strong>g young people at various locations.<br />
803<br />
1,228<br />
2007 2008 2009 2010 2011 2012<br />
Year<br />
ABI Research 140 2013<br />
Juniper Research 600 2012<br />
Pyramid Research 950 2012<br />
eMarketer 800 2012<br />
Mobile Social<br />
Network<strong>in</strong>g<br />
Pure-Plays<br />
Mobile Social<br />
Network<strong>in</strong>g<br />
Enablers<br />
MySpace airG Ovi from Nokia<br />
Facebook Mocospace<br />
itsmy.com<br />
myGamma<br />
Yahoo!<br />
oneConnect<br />
Intercast<strong>in</strong>g<br />
Corporation<br />
Source: eMarketer, April 2008; John du Pre Gauntt, May 2008<br />
23
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