Advertising data reflects key bits of knowledge for this unique time in our history. With the current economic climate and
increase in consumer purchases via the internet, brands ought to be embracing and investing in digital transformation. Organizations that disregard will do so at their own risk. More important than ever, brands will need to put resources in understanding their consumers, their purchasing journey, and the message that will affect them at moment of their
consumer journey.
Consumers want to hear from brands they like, cutting back on advertising investments could be a slip-up. With more time at home, Malaysians are looking to media and the internet to keep them feeling connected, updated and engaged. Lower
advertisement costs due to the COVID outbreak and MCO in Malaysia open new doors for brands that have the budget to reach existing and new segments.
ADVERTISING ADVISORY:
MOVEMENT CONTROL ORDER (MCO) EXTENSION IN MALAYSIA
Digital in Malaysia (Pre vs. Post Covid-19)
Facebook saw higher engagements of +12% to 25% vs. Instagram lower engagements of -12% to -19%.
Top hashtag by brands are #Coronavirus, #Covid19, #Staysafe, #yomequedoencasa, #Stayhome, #SocialDistancing, #Health, #Virus
People often turn to Facebook/WhatsApp when looking for news and updates. Instagram has been a place to get away from those things.
Facebook peak time every day of the week is 8pm, overall increase by +16.1%. Increase of +11.9% more time spent on Facebook.
People are appreciative of what brands are doing to support their communities and employees.
Brands have spent less on paid media in lieu of tightening of budgets.
Globally digital ad spends is down, except for East Asia that saw 21.5% increase in spends since March 2020.
Malaysia has one of the lowest CPC down by -36.7% following spread of Covid-19.
With slightly over -50% drop in CPM, this is an opportunity for brands to tap into wider audience than they normally would.
Source: Summary of findings from Social Bakers Covid-19 Global Impact Report – March 2020.
TV in Malaysia (Pre vs. Post Covid-19)
Pay TV viewership has increased by 43%. English channels saw an increase of 206% whilst news channels saw an increased
of by 71% in viewership.
Total FTA viewership has increased by 31%, with gains across News (46%), Drama (25%), and Cooking (104%)
OOH in Malaysia (Pre vs. Post Covid-19)
OOH sites saw an average of -85% drop in audiences across OOH sites in Bukit Jalil, Bukit Bintang, Johor Bahru and
Penang. However, it is expected to regain its audiences post-MCO and normalized by the Q4 2020.
In Summary
Advertising data reflects key bits of knowledge for this unique time in our history. With the current economic climate and
increase in consumer purchases via the internet, brands ought to be embracing and investing in digital transformation. Organizations that disregard will do so at their own risk. More important than ever, brands will need to put resources in understanding their consumers, their purchasing journey, and the message that will affect them at moment of their
consumer journey.
Consumers want to hear from brands they like, cutting back on advertising investments could be a slip-up. With more time at home, Malaysians are looking to media and the internet to keep them feeling connected, updated and engaged. Lower
advertisement costs due to the COVID outbreak and MCO in Malaysia open new doors for brands that have the budget to reach existing and new segments.
