advertising market in malaysia - Malaysian Communications And ...

Gl o b a l advertisinG la n d s C a p e:
ma r k e t a n d tr e n d s
The goal of any advertising is ultimately to initiate action for monetary return. To maximise
impact and audience reach, therefore, advertisements are tuned to be relevant to the customers.
Given advancing technology, shifts in consumer consumption patterns and lifestyle, the platforms
for communications are apparently becoming more complex. Hence, today’s markets illustrate
advertising to be radically different from that of past years, where new means and ways coupled
with innovative ideas have not only transformed traditional media advertising, but have also
transcended to the new media, to gain better reach of the audience.
Total
China
Japan
India
Asia Pacific
Russia
Emerging Europe
UK
Sweden
Denmark
Western Europe
Latin America
US
North America
Interactive Media Share of Measured Advertising Investment
3%
2%
1%
1%
0.5%
6%
8%
11%
10%
6%
7%
9%
0 5 10 15 20 25 30 35
Digital % of Total Ad Investment
(f): forecast (e): estimate
Base: 35 Countries
Source: “Digital Media on the Rise Globally” by GroupM, June 2008
4%
6%
7%
5%
7%
5%
6%
3%
2%
7%
4%
6%
3%
2%
4%
3%
6%
6%
8%
8%
8%
Today, the global advertising foray is evolving from the traditional communications of advertisements
to digitally led content advertisements. The industry is seeing new growth that extends beyond
traditional revenue streams. This is in regards to the inclusion of the online medium of the Internet
or new media, which is taking content to mass audiences using digital media communications
channels and devices. Industry observers predict that by year 2010, the Internet will become the
world’s third-largest advertising medium, overtaking most of the other media1 .
Given the interactive media of Internet, mobile, and gaming as well as by the increased use
and availability of improved handsets, inexpensive laptops, faster broadband, and extensive Wi-Fi
connections, global digital advertising share of total advertisement investment is expected to rise
from 6% in 2005 to 15% in 20092 .
1 “Global Ad Market to Accelerate in 2008 Despite Credit Squeeze” by ZenithOptimedia, December 2007
2 “Digital Media On The Rise Globally” by GroupM, June 2008
9%
9%
9%
10%
10%
10%
10%
11%
12%
12%
12%
12%
13%
13%
13%
13%
14%
14%
15%
15%
15%
16%
16%
16%
17%
17%
18%
18%
20%
20%
23%
24%
25%
30%
2009 (f)
2008 (e)
2007
2006
2005
5