The mobile advertising trend in Malaysia is set to move beyond banner advertising in 2015 where mobile video advertisements will gain more footholds in the marketplace, shifting advertisers’ focus from spending on banner advertisements to spending more on mobile video advertisements.
Mobile advertising network BuzzCity shared its outlook in growth of mobile advertising in Malaysia.
This year, up to November 2014, nearly 2.4 billion advertising banners served to 19 million Malaysians across the BuzzCity ad network. There is an increase of 20 per cent in the third quarter of 2014 and by November 2014, Malaysia was ranked among the top 10 mobile advertising markets in the world.
However, a more rapid increase was observed in the mobile video advertisement segment. BuzzCity’s Video Consumption Survey suggests that 2014 sets new wave of connected consumers with 85 per cent of mobile surfers watch online videos; 80 per cent of these viewers use mobiles as their sole viewing device. Top on their viewing list are free to view videos (62 per cent), clips and short videos (19 per cent), full length movies and TV series (19 per cent) and user generated content (14 per cent). At least 23 per cent watch online videos daily and another quarter (27 per cent) watch a few times a week.
Of these, free to view content is much sought after (62 per cent) and this would typically be movies and TV series (19 per cent) or short videos (19 per cent). The study expects web videos and web series to play a crucial role in how consumers will experience entertainment in the very near future.
Dr Lai Kok Fung, Chairman, CEO & Co-Founder of BuzzCity commented, “Mobile marketing has evolved from broadcast SMS to targeted display advertising and soon will be the primary device for delivering video ads. Mobile has, in many ways, become mainstream media and marketers are adapting to new platforms, devices, and formats.”
Most videos (62 per cent) are downloaded for viewing but 27 per cent is streamed from video sharing sites (including premium video sharing sites with paid-content).
As with e-commerce, key factors driving the popularity of online videos are variety (35 per cent) immediacy (24 per cent) and customisation (38 per cent). In April 2014, BuzzCity’s online shopping survey revealed at least 78 per cent of Malaysian mobile users buy online and nearly half (40 per cent) shopped with their mobiles.
In 2015, more advertisers are expected to look beyond banner advertising to include rich media and video platforms to deliver their marketing messages. Lai continues, “Companies like BuzzCity will evolve its current offering to include new formats based on these platforms through in-house development or acquisitions.”