AirAsia: To really stand out in Malaysia, you need to be a risk taker

5 Sep 2017 21:06:25

marketing-interactive.com

The marketing world is cluttered and every day, a new campaign emerges only to fall on deaf ears. To stand out is by no means easy, and this is no different in a market like Malaysia. In fact, according to a report by e-marketer and IAB, Malaysia’s ad market is seeing digital growing smartly, albeit from a small base.

While traditional media formats still account for the majority of ad spending in Malaysia this year, with digital ad expenditures making up less than 20% of the overall total, it will make up 19.7% of total media ad spend in 2017, and that level will grow to 25.2% by 2020. The report added that total media ad spending in the country will reach a projected US$1.30 billion in 2017.

In a conversation with A+M, Spencer Lee, head of commercial at AirAsia, said that to really create ads that resonate with audiences, staying ahead of the trend is needed. Moreover, given the rise of digital influence in a consumer’s life, technology adoption is essential.

Read full story: marketing-interactive.com