Malaysia Adex Y2021 vs Y2020 Report Summary
The Malaysia ad market shows signs of stabilization post-pandemic, with growth seen since March 2021. Overall recovery is evident across most media, except for print and cinema. Digital advertising is expected to experience a significant 37% growth in 2021, claiming a 55% lion's share of total spent. The industry is preparing for cookieless environments and stricter privacy standards, with a focus on integrating offline and online strategies. Advertisers are advised to start engaging with local publishers directly by 2022 for insights leading into 2023.
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Malaysia Adex Y2021 vs. Y2020 Report
Y2021 vs. Y2020 Total Adex by medium 2500 +37% MYR m, Net 2000 1500 +12% 1000 +0.6% -8% +4% -86% -29% 500 0 TV Radio Newspapers Magazines Outdoor (Static & In- Store) Cinema Internet (include DOOH) 2020 2021f Source : GroupM, TYNY Nov 2021 Report updated to FY2021 data for relevant media *TV, OOH & Internet forecast number
Y2021 vs. Y2020 Adex SOS% by medium Source : GroupM, TYNY Nov 2021 Report updated to FY2021 data for relevant media *TV, OOH & Internet forecast number
Multi year growth & SOS% trend 4,702 4,973 4,876 4,901 4,865 4,615 4,674 4,462 3,677 4,357 4,780 MYR m, Net Source : GroupM, TYNY Nov 2021 Report updated to FY2021 data for relevant media *TV, OOH & Internet forecast number
Key Summary & Forecast The Malaysia ad market has started to stabilize from the pandemic and has been on a growing trend since March 2021. Therefore, 2021 advertising market is highly anticipated to restore back to the pre-pandemic level. Overall, recovery is seen across all media except print & cinema. Digital is expected to close the year at a whooping growth rate of 37% with 55% lion share of spent. Whilst its no doubt that Digital will be the frontier in driving industry growth, areas of focus will be getting advertisers ready for the cookieless and the rise of more rigorous privacy standards. Advertiser s roadmap in direct local publishers should start by 2022 to gain learning entering 2023. Offline and online integration has become vital moving forward as audience shift their consumption behavior seamlessly.
