Malaysian mobile advertising business grows 37% in Q3 2011

The Malaysian mobile advertisement market
grew by 37 percent to over one billion quarterly ad impressions in the third
quarter of this year.

Both the Android and Apple iOS gained market share, delivering over 41 percent
of mobile impressions in Malaysia, according to InMobi.

“In Malaysia, brands like Celcom and Tune Talk have started to invest more
into rich media mobile advertising, which can give these early entrants, a
serious advantage over more conservative competition,” said InMobi vice
president and managing director for Asia Pacific, Atul Satijaat.

Steady increase in smartphone penetration, the sharp rise in mobile app
inventory and the mobile handphones tremendous potential to entertain, educate
and inform, have all contributed to the medium’s increasing presence in the
media strategies of leading brands, according to a report in Bernama.

Other key findings showed that mobile ad impressions in Malaysia grew more
rapidly than global (32.6 percent) and regional (25.1 percent) averages.

Smartphone impressions grew 68 percent over Q2 2011, accounting for 50 percent
of all in Q3 2011, while also exceeding global (52.6 percent) and regional
(41.9 percent) growth rates.

App inventory grew 67 percent compared to a seven percent growth for mobile Web
in Q3 2011.

The significant increase in app inventory showed a higher take up of
applications amongst consumers driven by increasing penetration of Smartphones
in the market.

The Android grew significantly in Q3 2011, gaining 10.6 share points and
delivering the highest number (28.9 percent) of impressions. It is 5.5 share
points ahead of Symbian which is the second highest OS, registering more than
double the share of iOS.

Nokia remains the top manufacturer by impressions even with a decline of 6.5
share points over Q2 2011.

Nokia (32 percent) is followed by Sony Ericsson (24 percent), Samsung (17
percent), Apple (12 percent) and HTC (7 percent), to up make top five
manufacturers in the country.

By Team
[email protected]