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Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
Southeast Asian Media Overview
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Southeast Asian Media Overview

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A short overview of the infrastructure and advertising situation in Southeast Asia with particular attention to Malaysia.

A short overview of the infrastructure and advertising situation in Southeast Asia with particular attention to Malaysia.

Published in: Business, News & Politics
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  • 1. Online Infrastructure: Southeast Asia Internet Penetration 2009 72.4% 65.7% 24.4% 24.5% 25.7% 12.5% Malaysia Singapore Thailand Philippines Vietnam Indonesia Total Users (millions) 16.9 3.4 16.1 24.0 22.8 30 Broadband (% online base) 35-50% >150% 41% 20% <10% <5% Source: Asia Digital Marketing Association (ADMA), 2010. Singapore broadband penetration reflect multiple broadband accounts in a single household. 1
  • 2. Mobile Infrastructure: Southeast Asia Mobile Penetration 2009 138% 124% 107% 69% 73% 63% Malaysia Singapore Thailand Philippines Vietnam Indonesia Total Users (millions) 30 6 69 73 110 150 3G Penetration (% mobile base) 12% 50%* 17% <8%** <1% 7% Source: Asia Digital Marketing Association (ADMA), 2010. Note*: Info-Communications Development Authority (IDA), SG Government 2010. Note **: The Philippine Star, May 2010 2
  • 3. Advertising: Malaysia & Southeast Asia Gross Rates: May Over–Estimate Actual Spending by 50% Internet Advertising Forecast, USD Million Malaysia Singapore Thailand Indonesia $ RM $ $ $ 2009 26 84 16 7 0.9 2010 34 109 17 7 1.0 2011 41 132 18 7 1.4 2012 48 155 19 8 1.8 Source: ADMA 2010, Zenith Optimedia; Estimates reflect gross rates. 3
  • 4. Malaysia: Advertising Market Comparative Ad Spend, 2009 (Percent of Ad Spend by Media) 52% 37% 35% 35% Malaysia World US 22% 14% 14% 14% 11% 9% 6%7% 6% 6% 2% 2% 3% 1% Newspaper TV Radio Magazine Outdoor Online Malaysian Ad Spend 3,407 2,446 362 139 112 40 (RM millions)* Source: Nielsen, 2010 (Malaysian Estimate); Worldwide (PriceWaterhouse Coopers, 2010; US, Ad Age. Note*: Nielsen estimates reflect full rate card pricing; no discounting included. 4
  • 5. Malaysia: Newspapers New Straits Times Press The Star UtusanBhd Media Chinese Int’l • Media Prima 43.29% • Huaren Holdings 42% • Party paper for UMNO • Publicly Tradedon Ownership • Publicly Traded on KLSE • Publicly Traded on • Owned by UMNO KLSE/HKSE • Though Media Prima KLSE • Principal owner TiongHiew affiliated with UMNO • Though Huaren King (张晓卿) affiliated w/ MCA • New Straits Times • The Star • Utusan Malaysia • Sin Chiew Daily • Mingguan Malaysia 星洲日报 New Sunday Times Newspapers • Principal (Sunday only) (Sunday only) • Nanyang Siang Pau • Kosmo! 南洋商报 • Malaya Mail (free) • Guangming Daily • BeritaHarian 光明日报 • Harian Metro • China Press 中国报 • None • Ming Pao (HK) 明报 • None • RedFM (EN) • YazhouZhoukan(HK) • SuriaFM (BM) 亚洲周刊 Media Other • 988FM (ZH) 5
  • 6. Malaysian: Television Media Prima Astro Radio TelevisyenMalaysia • Publicly Traded on KLSE • Publicly Traded on • State-Owned Broadcaster Ownership • Malaysian Employee Provident KLSE • Owned by UMNO Fund 14.9% • Malaysian Resources Corp Bhd. (affiliated with UMNO) 17% Ad Share 54% 29% Est. • New Straits Times Press • Satellite TV • Radio Media Radio Other • • Presence in Brunei • Outdoor • Presence in Indonesia • Production 6
  • 7. Southeast Asia: Online Across Southeast Asia, online use is dominated by non-local social media, search and content/email portals.  Social Media Sites: Social Networks, Blogging Platforms and Media Sharing Sites dominate in all major markets. • Facebook, Blogger (Google), Wordpress dominate local participation, but local revenue models are limited • Local blog rings/social networks have strong secondary positions in Thailand (Sanook.com) and in Indonesia (Kaskus.us)  Search Sites: Search is dominated by Google’s local site in each market and followed by Google.com, the main global site.  Content Portals: Content portals are dominated by Yahoo, likely related to Yahoo Mail’s strong role in the region. • Local language portals are important in Thailand Sanook.com and Detik.com in Indonesia where English content is less widely understandable. Strong international online sites in the region have not invested to develop local advertising and other revenue streams in the region. 7
  • 8. Southeast Asia: Online News/Content Online news consumption varies significantly by market with major content sites in the top 20 in Malaysian and Indonesia . Top News/Content Sites (Alexa Rankings June 2010) Malaysia Singapore Indonesia Thailand • The Star (#14) • OneManga.com (#18) • Detik.com (#9) • Sanook.com (#6) • MalaysiaKini.com (#15) (Comics) (portal) (portal) • Hardwarezone.com • Kompas.com (#12) • Pantip.com (#11) (#19)(Tech) (news) (portal) • Detiksport.com (#14) • Kapook.com (#13) (sports news) (portal) • Detikhot.com (#16) • Manager.co.th (#17) Philippines (celebrity news) (business news portal) No news or media sites in • Detiknews.com (#17) the top 20. (news) • Vivanews.com (#19) (news) Source: Alexa.com, June 2010. News sites highlighted in bold and italics. 8
  • 9. Malaysia: Online News News sites have strong traffic in Malaysia with both traditional, online only sites and emerging sites competing for traffic. Top News Sites - Malaysia June 2010 Emerging Online News Sites/Blogs • The Star (#14) En • FreeMalaysiaToday.com (The Star Holdings) • MerdekaReview.com • MalaysiaKini.com (#15) EN, BM, ZH, TM • MalaysiaZoom.com (Independent) • Aliran.com • Utusan Online (#30) BM (Utusan Newspaper) • TheNutgraph.com • myMetro.com.my (#32) BM Harian Metro (News Straits Times Press) • Bharian.com.my (#35) BM BeritaHarian (New Straits Times Press) • Kosmo.com.my (#49) BM (Utusan Newspaper) • TheMalaysianInsider.com (#52) EN, BM (independent) • Malaysia-Today.net (#61) BM (independent) • ChinaPress.com.my (MediaCHinese Int’l) ZH Source: Alexa.com, June 2010. • HarakahDaily.com (#91) (PAS party paper) BM, EN 9

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