The rising popularity of social media and out-of-home advertising has changed the marketing and branding landscape across the world. To this end, Malaysia is no different. But does this mean traditional media like television and radio have lost its appeal?
One thing for sure, television has its emotional appeal and it continues to play an integral role as an advertising platform notably in countries like Malaysia. After all, it still offer wide coverage and reach to the communities within Malaysia which are multi-cultural backgrounds.
In Malaysia, the introduction of black and white FTA television started in 1963 by RTM. It has since grown by leaps and bounds with colour TV introduced in 1978 before TV3 came into the picture in 1984. Several other players came into the market until Astro was introduced in 1996. HyppTV then started by operations in 2011 and in 2016, iFlix was introduced.
Although television is still going strong as an advertising medium, the changing landscape really is on how viewers connect with this platform. This comes from issues like:
Before the advent of subscription based services like Astro and Netflix, station loyalty was one of the mainstays of television advertising. Today, it is no longer something any station can bank on. In fact, with hundreds of choices, they are getting smaller portions of the pie. Viewers are spending lesser time on the television. That is for sure, but with the limited time they do, they have become less attentive as well.
One word very much illustrates the future. Challenge! Advertising on television has not faced such competition in its many decades of existence. Gone are the days when some advertisers have to be put on the waiting list to get a spot in prime time television. This platform is losing out on factors like:
What Astro has done since its introduction into the television market is in its content. This is something other media players were unable to do. RTM and Media Prima are 2 of the FTA channel providers and they are very much confined into offering a mixture of content while Astro’s content is focused.
What this means is that Astro has a strong subscriber base of viewers whom they can track. As of the fourth quarter of 2016, Astro’s subscribers are recorded at more than 4.5million households.
It should be! After all, digital TV gives advertisers more leverage. Despite having all types of measurement tools and applications, advertising on television is still spreading a net wide open. With pay-TV services, advertisers can focus on a certain target segment. Besides that, digital TV lets advertisers:
Although other media are fast becoming more popular, television still plays an important part of the daily lives of people. This device is still among the first few appliances being switched on in the morning and remains so until wee hours of the night. Businesses are still using television at their premises to draw crowds in for live football matches, drama shows and other content.
So, yes! Advertisers would still need to do so. With television, you get:
Between 2010 and 2015, the amount and number of commercials produced for television has increased significantly. In 2010, it was valued at about RM65 million which has then almost doubled the next year. In the next 3 years, it has steadily been around the average of RM140 million each year. Meanwhile, the number of commercials have been hovering around the 1,900 mark in that few years.