1.
What’s working in affiliate
marketing - Malaysia

2.
Gerald Young
Involve Asia Technologies
2
Gerald has 15 years of digital experience in media,
performance marketing, and ad tech. He has been
the leading driver to promote the growth of
performance marketing among top e-commerce and
retail companies in the region and mainstream
publishers in countries in Southeast Asia and
currently leads the growth and revenue teams at
Involve Asia.

3.
03
Challenges
01
Landscape
02
Trends
Challenges
faced in the
affiliate
ecosystem
The
ecommerce
landscape in
Malaysia
Trends in
affiliate
marketing in
Malaysia

4.
4
Landscape

5.
The Malaysian consumer
01
Landscape
Has at least 1 credit card
Spends > 6 hours online
85% on social media
Source: MCMC
53% shops online

6.
Malaysian Demographics
01
Landscape
Source: Statista
70% below 40
Growing middle class
GDP per capita $10,942
Population: 31m

7.
Payment Preferences
01
Landscape
Source: Statista, JP Morgan
Card penetration 1.74
Almost 100% banked

8.
Malaysian Ecommerce Outlook
Malaysian Ecommerce Growth
CAGR 11.8% USD 3.6B
81% internet penetration
Government support
initiatives
Source: Statista
01
Landscape
Marketplaces lead

9.
9
Affiliate trends

10.
Opportunity for performance marketers
Superaffiliates
Loyalty Platforms
Cashback and loyalty providers.
Promotions / Comparisons
Up to date coupons, comparison and shopping
search engines.
02
Trends

11.
Affiliate economic
success
Retailer partnership
initiatives
Increased affiliate
interest
02
Trends
Declining ad revenue

12.
Growth in numbers of affiliate programs
Affiliate programs launched 2017 vs 2018
30% intend to launch
55% have a program
Retailers working with
marketplaces
2017
2018
02
Trends

13.
Affiliate universe in Malaysia
02
Trends

14.
14
Advertiser trends

15.
02
Trends
January
April
February March
May June
August September
October November December
Back to school
Lunar New Year
Valentine’s Day
Lazada birthday Ramadan
Mid year
Travel fair
July
Travel fair
9/9
Mycybersale
10/10 Single’s day
Black Friday
Cyber Monday
12/12
Shopee birthday
Christmas
Boxing Day
Buying behaviour
driven by value.
Sale is “always-
on”
Malaysia Mega Sale
Merdeka7/7

16.
Initiatives
Tactical campaigns
Dynamic commissioning
02
Trends

17.
17
Challenges

18.
03
Challenges
Unmanaged vs Managed
Lack of talent pool
Budget-based advertisers
Barriers to
growth

19.
03
Challenges
Advertiser Publisher matching
Outreach & education
Increase partnership initiatives
What can be
done?

20.
20
Takeaways

21.
Growing middle class
Key takeaways
Partnerships to optimize affiliates
Increase interests from publishers
Managed vs Unmanaged
Market education and matching