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POTENTIALS OF INTERNET ADVERTISING
22 June 2005
The potential of internet advertising in Malaysia is great with 3.3 million dial up and over 250,000 broadband accounts in Malaysia.
Malaysia ranks 20th in terms of internet penetration in the online-based Internet World Statistics Report, with 5.5 million Malaysian based surfers visiting search engine popular search engines i.e. Yahoo, MSN etc.
Despite the huge potential, less than one percent of the country's advertising dollars go towards interactive advertising over the internet.
Malaysian advertisers have to adopt digital communication planning which includes e-mail marketing, search marketing, affiliate marketing, mobile solutions to online media planning and buying, ad unit creation and website design and development.
Most consumers nowadays will log on to the net to look for a certain product they are planning to purchase – a car for instance.
By the time the potential buyer walks into the showroom, he already has an idea of what the car has and if it suits his needs as he would have already sought the information from the relevant sites.
The daily surfing activity of adults above 15 years is 80 minutes – far greater than the average 46 minutes for English newspapers, 41 minutes for Chinese papers and 36 minutes for Bahasa Malaysia newspapers.
Website projects include attractive animated advertisements and interactive sites which features games like car racing which gives an idea of the features of a car while introducing a little fun.
The use of demographic filters and frequency by time, day or week. It is also capable of automatically measuring which creative ad unit drives more clicks in addition to blind testing offers which can gauge customer preferences.
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