Don’t miss the mobile opportunity in Malaysia
Over the last few years, Malaysia’s mobile advertising market reached critical mass, as a wide range of metrics demonstrate that it delivers reach, effectiveness and cost-efficiency for advertisers who want to reach a mass audience. Across our network, a billion paid ads are delivered quarterly to more than 10 million Malaysian mobile users – more than a third of the total population. Among mobile surfers, 95 per cent now use smartphones as more affordable Android powered devices became available to consumers.
Active mobile market
These consumers have active online habits and the last few years has seen a 20 per cent growth of mobile users who shop with their phones.
The proliferation of smartphones have also meant the growth of a range of mobile applications from banking, payments, ticketing and services. Recent services like GrabTaxi , for example, are mobile centric, providing commuters direct connectivity with a network of taxis.
Services like these are taking advantage of digital technologies, changes in consumer behaviour and acknowledging mobility as an important part of the marketing mix. These changes in behaviour also mean a broader range of advertisers are increasingly diverting ad spends to mobile devices.
Through various forms of integrated campaigns, taking advantage of social media and mobile videos, advertisers are getting the benefits of various other media as well as the engagement benefits of digital.
Digital engagement
For advertisers, the benefits of digital include being able to match audiences closely with accurate targeting with less wastage in ad spends. This becomes more important as more advertisers deliver services online, making a brand safe environment a primary element of digital media. Mobile is now a proven part of the marketing mix, but we have only just started to see how it will evolve as marketers define the engagement that best works for each of them.
The post Don’t miss the mobile opportunity in Malaysia appeared first on Digital Market Asia.
