Market Insights Advertising & Media Advertising

In-App Advertising - Malaysia

Malaysia

In 2024, the projected ad spending in the In-App Advertising market in Malaysia is expected to reach €273.90m.
The annual growth rate for ad spending is forecasted to be 6.69% during the period 2024-2029, leading to a market volume of €378.60m by 2029.
The average ad spending per mobile internet user in the In-App Advertising market is estimated to be €8.27 in 2024.
Comparatively, China is anticipated to generate the highest ad spending globally, amounting to €121.90bn in 2024.
In Malaysia, the In-App Advertising market is rapidly growing, driven by increased smartphone penetration and the popularity of mobile apps among the tech-savvy population.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Malaysia is experiencing significant growth and development.

Customer preferences: Customers in Malaysia are increasingly using mobile applications for various purposes, ranging from social media and entertainment to online shopping and banking. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through in-app advertising. With the increasing popularity of smartphones and the availability of affordable mobile data plans, more people are spending time on mobile apps, making in-app advertising an effective way to engage with consumers.

Trends in the market: One of the key trends in the In-App Advertising market in Malaysia is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the increasing adoption of real-time bidding (RTB) platforms, which enable advertisers to target specific audiences and optimize their ad campaigns in real-time. Another trend in the market is the growing demand for native advertising. Native ads seamlessly blend into the user experience of the app, making them less intrusive and more engaging. This type of advertising is particularly effective in mobile apps, as it provides a non-disruptive way to deliver relevant content to users. Advertisers are increasingly leveraging native ads to enhance user experience and drive higher engagement rates.

Local special circumstances: In Malaysia, there are certain cultural and regulatory considerations that impact the In-App Advertising market. Malaysia is a multicultural country with diverse languages and ethnicities. Advertisers need to tailor their in-app ads to cater to the preferences and sensitivities of different cultural groups. This requires a deep understanding of the local market and the ability to create localized ad content that resonates with the target audience. Additionally, Malaysia has strict regulations on advertising content, especially when it comes to sensitive topics such as religion, race, and politics. Advertisers need to ensure compliance with these regulations to avoid any legal issues and maintain a positive brand image.

Underlying macroeconomic factors: The growth of the In-App Advertising market in Malaysia is also influenced by macroeconomic factors. Malaysia has a growing digital economy, with increasing internet penetration and smartphone adoption. This provides a fertile ground for the In-App Advertising market to thrive. Furthermore, Malaysia has a young and tech-savvy population, which is driving the demand for mobile apps and digital content. As more Malaysians embrace digital technologies, the In-App Advertising market is expected to continue growing in the coming years. In conclusion, the In-App Advertising market in Malaysia is witnessing significant growth and development. Customer preferences for mobile apps, the rise of programmatic advertising, and the demand for native ads are driving the market forward. Local cultural and regulatory considerations, as well as underlying macroeconomic factors, also play a role in shaping the market landscape. As the digital economy in Malaysia continues to expand, the In-App Advertising market is expected to flourish.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights Global Survey), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.