Online ADEX in Malaysia is currently growing at two per cent.
Effective Measure’s regional director for Southeast Asia Russell Conrad said that the growth will be mainly driven by e-commerce and fast-moving consumer goods advertising. He said it would also be driven by the growing mobile internet penetration as well as the government's ambitions of countrywide high-speed broadband access.
Effective Measure has also been appointed as Malaysia’s official Internet Audience Measurement currency by the Malaysian Digital Association (MDA).
MDA is the representative body for online publishers, advertising agencies, creative agencies and digital service providers.
Its president Terence Dorairaj said internet ad expenditure in Malaysia was at RM40 million last year based on Nielsen's data and the figures could reach RM80 million this year.
On the appointment of Effective Measure, Dorairaj said the standardisation of measurement will bring much needed credibility and act as a catalyst for growth of the digital ADEX.
Malaysia is expected to have 25 million internet users by 2015, covering more than 75 per cent of the population, and hence this measurement will be crucial for marketers.
