Search Advertising - Malaysia

Malaysia

Highlights

In Malaysia, the ad spending in the Search Advertising market is forecasted to reach US$313.60m by 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending is 7.80%, leading to a projected market volume of US$492.00m by 2030.
When compared globally, the United States is expected to have the highest ad spending (US$137.00bn in 2024).
By 2030, 35% of the total ad spending in the Search Advertising market will come from mobile.
The average ad spending per internet user in the Search Advertising market is projected to be US$9.23 in 2024.
In Malaysia, Search Advertising in the Advertising market is seeing a shift towards mobile-first strategies to capitalize on the increasing smartphone penetration rates.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Malaysia has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Malaysia have increasingly turned to online platforms to search for products and services, leading to a surge in demand for search advertising. With the growing popularity of e-commerce and digital platforms, more businesses are recognizing the need to invest in search advertising to reach their target audience effectively. Additionally, customers in Malaysia have become more tech-savvy and are actively using search engines to find information, making search advertising an essential tool for businesses to increase their online visibility.

Trends in the market: One of the key trends in the search advertising market in Malaysia is the shift towards mobile advertising. With the widespread adoption of smartphones and affordable data plans, more Malaysians are accessing the internet through their mobile devices. This trend has prompted businesses to optimize their search advertising campaigns for mobile platforms, ensuring that their ads are visible and engaging to mobile users. Another trend in the market is the increasing focus on local search advertising. As customers in Malaysia often search for products and services within their locality, businesses are tailoring their search advertising strategies to target specific geographic areas. This localized approach helps businesses reach their target audience more effectively and generate higher conversion rates.

Local special circumstances: The diversity of languages spoken in Malaysia presents a unique challenge for search advertising. The country has a multicultural society with multiple languages, including Malay, English, Chinese, and Tamil. To effectively reach the diverse customer base, businesses need to create search advertising campaigns in multiple languages, ensuring that their ads are relevant and understandable to different language speakers.

Underlying macroeconomic factors: The strong economic growth in Malaysia has contributed to the development of the search advertising market. As the country's economy continues to expand, businesses are investing more in advertising to capitalize on the growing consumer demand. Additionally, the government's initiatives to promote digital transformation and the development of the digital economy have further fueled the growth of the search advertising market in Malaysia. In conclusion, the Search Advertising market in Malaysia is witnessing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. With the increasing reliance on online platforms, businesses are recognizing the need to invest in search advertising to reach their target audience effectively. The shift towards mobile advertising and the focus on local search advertising are key trends in the market. The diversity of languages spoken in Malaysia presents a unique challenge, requiring businesses to create campaigns in multiple languages. The strong economic growth and government initiatives to promote digital transformation have also contributed to the development of the search advertising market in Malaysia.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.