Malaysia’s digital advertising market showed strong momentum in the first half of 2025: report

Kuala Lumpur, Malaysia – Kuala Lumpur – The Media Specialists Association (MSA) of Malaysia, together with the Malaysian Advertisers Association (MAA) and the Malaysian Digital Association (MDA), has released the Malaysian Digital ADEX Reports for the first half of 2025 (1H 2025). The reports, which cover Q1 and Q2, track digital advertising expenditure across key formats and industry categories, providing a detailed overview of Malaysia’s digital advertising performance to date.

The data, collected from 21 participating media agencies representing around 60% of Malaysia’s total digital ad spend, shows continued growth in the market. Q1 recorded a 6.4% increase, followed by a 22% rise in Q2, with total reported digital ad expenditure reaching RM343 million and RM661 million, respectively. Figures for the second half of 2025 are expected in future updates.

The reports indicate a recovery in digital advertising following a cautious 2024, reflecting both renewed advertiser confidence and increased consumer activity on digital platforms.

Jessica Lim, pillar lead for research and measurement at MAA, commented, “After a cautious year in 2024, we’re now seeing a genuine resurgence in digital advertising confidence. Brands are re-energising their campaigns, experimenting with creative formats, and doubling down on measurable results. This rebound signals not just recovery, but renewed belief in the strength of Malaysia’s digital economy.”

Social platforms remained the largest segment of Malaysia’s digital ad spend, rising from 41% to 44% in Q1 year-on-year and from 44% to nearly 50% in Q2. Video continued as the second-largest format, though its share declined slightly to 24% in Q1 and 22.3% in Q2, while Display fluctuated between 12–15%.

Lim added, “Social remains the heartbeat of digital engagement in Malaysia. We’re seeing brands tap into mini dramas, short-form video, creator partnerships, and conversational formats that meet audiences where they are — scrolling, interacting, and sharing in real time. As social commerce accelerates, these numbers are expected to rise even further, reshaping how brands move consumers through the marketing funnel. At the same time, display and video continue to play essential supporting roles, showing that a balanced, full-funnel digital mix still matters for reach and brand strength.”

Across sectors, tech & electronics maintained its position as the top digital spending category, rising from 19% to 20% year-on-year. Personal care showed mixed results, declining in Q1 but rebounding to nearly 19% in Q2, while food & beverage stayed among the top three despite a slight decrease. Travel & tours emerged as the fastest-growing category, increasing from 1% in Q1 2024 to nearly 9% in Q1 2025.

Lim said, “The rise of travel and lifestyle categories tells a clear story — Malaysians are back to exploring, connecting, and spending on experiences. Advertisers are responding with campaigns that speak to optimism, mobility, and emotional reconnection.”

Claudian Navin Stanislaus, president of MAA, highlighted the broader implications of the data, stating, “What matters most here isn’t that the numbers are up; it’s that we’re seeing a healthier balance between progress and perspective, between the tools and the people behind them. The growth across categories suggests Malaysia’s advertising industry isn’t just reacting to change… it is choosing to move forward with intent, not just intensity.

“Each data point is a reminder that people and partnerships drive this industry. Proof that marketers, agencies and creators are moving faster, sitting closer and working harder to make brands actually matter. In the end, it is collaboration and accountability, not accolades, that will move the industry forward,” Claudian concluded