Market Insights Advertising & Media Advertising Direct Messaging Advertising

E-mail Advertising - Malaysia

Malaysia

Ad spending in the E-mail Advertising market in Malaysia is forecasted to reach US$22.64m in 2024.
The expected annual growth rate (CAGR 2024-2029) for ad spending is 3.25%, leading to a projected market volume of US$26.57m by 2029.
When compared globally, the United States is set to have the highest ad spending with US$3,396.00m in 2024.
The average ad spending per internet user in the E-mail Advertising market is projected to be US$0.67 in 2024.
In Malaysia, the rising trend of personalized e-mail advertising campaigns is reshaping the landscape of the advertising market, targeting niche audiences effectively.

Key regions: Germany, India, United Kingdom, China, United States

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Analyst Opinion

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

Customer preferences: In Malaysia, customers are increasingly relying on email as a primary means of communication, making it an attractive channel for advertisers. Email allows for personalized and targeted advertising, which resonates well with customers who are looking for relevant and tailored content. Additionally, email advertising offers a cost-effective solution for businesses to reach a large audience, making it an appealing choice for advertisers.

Trends in the market: One of the key trends in the Email Advertising market in Malaysia is the rise of mobile email usage. With the increasing penetration of smartphones and affordable data plans, more Malaysians are accessing their emails on mobile devices. This trend has led to a shift in advertising strategies, with advertisers focusing on optimizing their email campaigns for mobile devices to ensure a seamless user experience. Another trend in the market is the growing importance of data-driven advertising. Advertisers are leveraging data analytics and machine learning algorithms to analyze customer behavior and preferences, allowing them to create targeted and personalized email campaigns. This trend is driven by the increasing availability of data and the desire to maximize the effectiveness of email advertising.

Local special circumstances: Malaysia has a large and diverse population, with different ethnic groups and languages. This diversity poses a challenge for advertisers to create email campaigns that resonate with the local audience. Advertisers need to take into account cultural sensitivities, language preferences, and local customs to ensure their messages are well-received by the target audience.

Underlying macroeconomic factors: The Email Advertising market in Malaysia is also influenced by underlying macroeconomic factors. Malaysia has a growing economy with a rising middle class, which translates to increased purchasing power and consumer spending. This provides opportunities for advertisers to reach a larger audience and promote their products and services through email advertising. Furthermore, the government of Malaysia has been actively promoting digital transformation and the adoption of technology in various sectors. This includes initiatives to improve internet connectivity and infrastructure, which in turn drives the growth of email usage and email advertising. In conclusion, the Email Advertising market in Malaysia is developing due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the rise of mobile email usage, leveraging data-driven advertising, and navigating the challenges of a diverse population. With a growing economy and government support for digital transformation, the Email Advertising market in Malaysia is expected to continue its upward trajectory.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on E-mail Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for creating and sending e-mail advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, 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. The main drivers are GDP per capita, consumer spending per capita, and internet coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from Consumer Insightsis reweighted for representativeness.