Articles

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

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Digital in Malaysia (Pre vs. Post Covid-19)

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.
Recommended Media Budget Skew In 2020