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6 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 As consumers shift to view content on new media screens such as mobile devices, digital television and radio, and laptops, strategies to gradually change marketing and advertising business models to sync with changing communications services landscape and accompanying consumer behaviour patterns are viewed as critical for advertisers to optimise their return on investments. Research by Alcatel-Lucent predicts that, total investments in global advertising will roughly grow at 33% from USD600 billion a year in 2007 to USD800 billion a year in 2011 3 , coming a long way as compared to USD400 billion range in the period between 2000 and 2004. (e): estimate Source: Datamonitor Although the global economy is facing increased economic pressures, ZenithOptimedia has forecasted global advertising spend to grow 6.7% in2008 from 5.3% in 2007. Also, indicating positive trend in advertising is The Nielsen Company’s Global AdView Pulse report, showing global advertising growth at over 4% in the first quarter of 2008. Further growth is expected, citing events such as the Olympic Games, US elections and European Football Cup. While post-Olympics advertising spend are not yet available, estimates are that each of the top 12 sponsors of the 2008 Beijing Olympics has spent about USD70 million to have their brand associated with this global event 4 . On a global basis, the four major media comprising television, newspapers, magazines and radio are the main contributors to the first quarter growth in 2008. Out of this, television is the highest revenue media for advertising spend, recording a growth rate of 6.9% globally from the first quarter in 2007 and representing 60% of the global advertising market share. Newspapers and radio recorded 0.4% and 1.1% growth representing 12% and 4% of global advertising spend respectively. Magazines, however, have posted a slight decline (-0.9%) so far. Television 60% Share Global Advertising 1Q 2008 Radio 4% Magazines 12% Newspapers 24% Source: “First Quarter Global Advertising Up 4% from 2007” by The Nielsen Company, July 2008 USD (billion) Source: “First Quarter Global Advertising Up 4% from 2007” by The Nielsen Company, July 2008 3 “Breaking the Rules: Finding New AVPU through Click-Throughs” by Enriching Communications, Volume 2, Issue 2, 2008 4 “Beijing Olympics Sponsors Bring Home Gold Both Brand Attitude and Brand Recommendation Score Higher for Sponsors Though Spons” http://shusai.com/article.cfm/id/367852, September 2008 600 500 400 300 200 100 0 8 6 4 2 -0 -2 Global Advertising Market Value 430.8 413.0 419.2 436.3 460.2 483.6 509.2 536.5 2000 2001 2002 2003 2004 2005(e) 2006(e) 2007(e) Global Rate of Global Advertising 1Q 2008 -0.9% Magazines 0.4% 1.1% 6.9% Newspapers Radio Television
e G i o n a l advertisinG tr e n d s Research house, ZenithOptimedia forecasted that in 2008, the Asia- Pacific region is expected to post advertising spend growth of almost 10%, while advertising spend in Africa is expected to grow over 16%. Furthermore, ZenithOptimedia indicated that the more developed regions of North America and Western Europe would be recording slower growth 5 in 2009 of 3.2% and 4.7% respectively. There is also forecast that advertising spend in developing markets of Central and Eastern Europe region, Africa and the Middle East would reach double digit rates until 2010 ranging from 15% to 18%. 20 15 10 5 -0 Note: ROW is Rest Of the World Source: “Global Ad Market to Accelerate in 2008 Despite Credit Squeeze” by ZenithOptimedia, December 2007 Advertising Expenditure by Region (USD billion) (e): estimate Note: Major media (newspapers, magazines, television, radio, cinema, outdoor, Internet); ROW is Rest of the World Source: “Global Ad Market to Accelerate in 2008 Despite Credit Squeeze” by ZenithOptimedia, December 2007 Not unexpectedly, growth in advertising in the Asia Pacific region is expected to slow down in 2009 after the Olympic Games. However, there is nevertheless still expected encouraging growth towards 2010. ZenithOptimedia sees the new developing countries such as Russia to become one of the fastest growing advertising markets to emerge in 2010. 5 “First Quarter Global Advertising Up 4% from 2007” by The Nielsen Company News Release, July 2008 182.6 102.4 88.9 23.8 13.7 20.6 Growth of Advertising Expenditure by Region 18.49 15.33 8.25 5.96 4.88 2.52 7.17 16.46 16.67 4.11 9.02 4.84 5.84 16.85 15.81 6.28 4.71 187.2 107.4 94.2 28.2 15.8 22.3 Africa/Middle East/ROW Asia Pacific 2007 2008 2009 2010 Africa/Middle East/ROW Latin America Central & Eastern Europe Asia Pacific Western Europe North America 194.9 112.6 102.7 32.9 18.4 23.9 Latin America Western Europe 201.1 117.9 108.7 38.1 21.5 25.4 Note: Growth in ad spend (%); U.A.E. is United Arab Emirates Source: “Global Ad Market to Accelerate in 2008 Despite Credit Squeeze” by ZenithOptimedia, December 2007 207.5 123.9 116.6 2006 2007(e) 2008(e) 2009(e) 2010(e) 15.81 13.39 7.27 5.09 3.18 3.18 5.51 155.2% Kazakhstan 43.2 26.8 24.9 Central & Eastern Europe North America The ten fastest-growing ad markets 2010 versus 2007 101.8% 101.1% 100.1% 90.2% 89.6% 85.4% 84.6% 77.8% 75.0% Belarus Serbia Egypt Russia Moldova Indonesia U.A.E. Ukraine PanArab 7
Page 1 and 2: ADVERTISING DEVELOPMENT IN MALAYSIA
Page 3 and 4: Co n t e n t s Foreword 2 Executive
Page 5 and 6: ex e C u t i v e su m m a r y The a
Page 7: Gl o b a l advertisinG la n d s C a
Page 11 and 12: tr a d i t i o n a l me d i a tr a
Page 13 and 14: tr a d i t i o n a l me d i a tr a
Page 15 and 16: ad s in ne w me d i a - us ex a m p
Page 25 and 26: Users (in million) ad s in ne w me
Page 31 and 32: advertisinG ma r k e t in ma l a y
Page 45 and 46: in d u s t r y bo d i e s The stead
Page 47 and 48: aC r o n y m s 3D Three Dimensional
Page 49: Suruhanjaya Komunikasi dan Multimed

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