Malaysian Digital Adex Report
Malaysia's Digital Adex delivered its strongest expansion since 2021 — a decisive, broad-based re-acceleration built on advertiser confidence, healthier demand and a shift toward measurable, platform-native formats.
Reported Digital Adex grew 24.8% to RM1.776 billion in 2025, up from RM1.422 billion in 2024. This was not simply a return to spending — it was a clear re-acceleration after a cautious 2024, driven by stronger advertiser confidence and a decisive shift toward measurable, platform-native formats.
The recovery gathered pace through the year. Q1 grew modestly as advertisers resumed activity, Q2 accelerated ahead of mid-year retail and travel windows, and Q3 became the standout — contributing 30.1% of full-year spend. Q4 stayed well above the prior year but moderated from Q3's high.
The top three platforms accounted for 83.8% of total Digital Adex, but the mix kept shifting. Social rose 3.5 points to 46.3% — its highest share on record — as brands favoured formats that combine reach, creator-led influence and in-environment commerce. Video and Display eased as broad-reach formats faced pressure from richer, more accountable placements.
Social has gained share every year since 2019, when it stood at 26.8%. Over the same period Display has more than halved from 27.1%. The rise is driven by mobile-first usage, short-form entertainment, creator credibility and commerce integration — moving consumers from awareness to purchase faster.
Food & Beverage, Tech & Electronics and Personal Care together made up 55.7% of reported Digital Adex, with spend concentrated in high-frequency consumer and technology-led demand. Food & Beverage held the top spot at 19.8%, while Tech & Electronics posted the largest gain among the leaders, rising to 19.6%.
Travel & Tours recorded the most significant rise for a second consecutive year, climbing to 6.7% from 5.5% in 2024 — more than four times its 2023 share. The gain reflects the continued normalisation of travel, stronger tourism momentum and intensifying competition among airlines, hotels and destinations.
The advertising recovery was supported by resilient economic conditions. Softer inflation, a firmer labour market and July's OPR cut helped household spending and business sentiment — giving advertisers more confidence to invest in consumption, travel, retail and technology categories.
The Malaysian Digital Adex Report is produced by the Media Specialists Association (MSA) of Malaysia in collaboration with the Malaysian Advertisers Association (MAA) and the Malaysian Digital Association (MDA) — uniting the industry behind a single, credible and standardised view of digital ad spend.
