Opportunities in the mobile advertising segment


The advertising industry today is buzzing with new media and channels like mobile and digital advertising. Malaysia in particular has enjoyed growth in these areas in recent years.
More and more advertisers and marketers have ventured into mobile advertising using SMS and other forms of social media like Facebook and Twitter.

Malaysia coming up in mobile advertising

The Malaysian mobile scenario is one that is very exciting and fast-moving. With efforts like the National Broadband Initiative, more and more Malaysians are now connected to the internet.

Meanwhile, telecommunication companies like Maxis and Digi have continuously brought innovative products and services in order for more Malaysians to be connected via their respective mobile networks.

Why mobile advertising in Malaysia is emerging?

There is no denying the importance and impact of mobile advertising for businesses today. If you are not in it, you will lose out to your competitors who are. If you are not riding on this wave, you will miss the train. The consequences can be extremely damaging.

Below are the reasons why your business should consider entering this segment.

Mobile players

Malaysia enjoys a lot of connectivity services where the market is dominated by 3 major players which are Maxis, Celcom and Digi. On top of that, there are smaller players like U Mobile and Tune Talk, all of which provide specific connectivity services for mobile users in certain groups of the country.

Knowing where most of the subscribers are will allow marketers to identify which telco operator would be best partnered for their campaigns. In 2010, the market share among the major operators is 39.9% by Maxis, 34.8% by Celcom while 25.3% of the market is Digi subscribers.

This has changed considerably which by 2018, Maxis’ market share has dropped to 23%, Celcom at 21% and Digi holds 28% of the market share. Meanwhile, U Mobile has grown in numbers to hold 17% and the rest by the other smaller players.

Rising subscription of postpaid users

There has been an increase of postpaid subscribers in recent years in light of the decreasing cost of calls and the rising demand for internet-based services. While there is a larger portion of prepaid users as compared to postpaid ones, the latter is growing faster than expected.

This is mainly attributed by convenience which is an important factor in which the user only need to pay for a monthly fixed rate instead of having to reload their credits whenever needed.

Wireless broadband on the rise

Between 2009 and 2010, there has been a double increase of subscribers of wireless broadband services. This is widely attributed by the offering of more innovative products and services by the telco operators as well as the rising and fast-paced competition between them.

In the first quarter of 2009, there were 469,500 wireless broadband subscribers.

A quarter later, the number has risen to 631,200 subscribers. This number has since risen to 1,402,100 subscribers in the second quarter of 2010 which is only a year later.

To put that in context, the total mobile broadband subscribers in 2018 has risen to 36.79 million and up to 40.43 million a year after that. The fact that these numbers have been growing exponentially in the short span of 10 years shows the impact of being in this market.

Increasing demand among online consumers

Meanwhile, the demand for faster internet service has propelled the industry to a whole new platform. As there are now more internet users who have subscribed to faster broadband internet services like Unifi and Maxis Broadband, they are more exposed to faster internet services which mean that richer content and faster download time can be enjoyed.

This will in turn create new opportunities for advertisers to consider using the internet and placing ads which are richer in content like animation and videos. On top of that, telco operators are offering social media packages to encourage more connectivity and participation in the likes of Facebook and Twitter.

More innovative opportunities for advertising >This in turn provides a new host of opportunities especially in terms of engaging social media for advertising and marketing where there are now more companies have already leveraged on the power of social media to assist in their campaigns for better effectiveness and impact.

Mobile Advertising in Malaysia

Mobile advertising in Malaysia has been growing like every other developed nation around the world. As of January 2020, there are 26.69 million internet users in Malaysia, translated to 83% penetration rate.

It has been forecasted and reported that Malaysia’s digital advertising expenditure is around RM1 billion bracket in the last few years. More Malaysians are relying on digital devices for their daily routines.

As such, they are now more exposed to digital ads and applications. Malaysians spend an average of 5 hours and 47 minutes on social media platforms each day. Think about the potential you have to reach them!


Featured Advertising Sites