The Malaysian Digital Association was established in 2009 as a society registered under Malaysian laws. Primarily, the focus is on growing the digital advertising pie and delivering a single standard currency of measurement of Malaysian internet traffic.
The MDA is managed by an elected Council consisting of a President and 12 Council Members. The 12 Council Members represent media/publishers and services/specialists equally.
It enables Members to speak through the Association with one voice and act with one purpose on digital publishing and advertising matters.
MDA plays a role in unifying all sectors involved in the various aspects of digital media and advertising as a profession and as a business, thereby representing and securing the long-term interest of the digital publishing and advertising industry in Malaysia.
Five Councils and Responsibilities
The MDA Council has established five pillars to take on the responsibility of the Council:
Audit & Research Advisory Council
To secure an audience measurement currency for Malaysian web entities. Effective Measure was appointed in 2012 to conduct the measurement.
In 2013, the Malaysian Digital Association (MDA), the apex representative body for Online Publishers, Advertising Agencies and Digital Service Providers in Malaysia, announced that comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world to be appointed as the Official Internet Audience Measurement currency for Malaysia.
Monthly reports of the Top 20 Web entities and Top 20 Malaysian Web Entities with highlights have been issued regularly since 2012. In August 2014 the report was updated with an enumeration update; In October 2014 Mobile Metrix was introduced.
Technical & Governance Advisory Council
Started with the objective to reduce numerous advertisement sizes and reduce costs ad inefficiencies associated with the planning, buying and creating online media. The standard of reference was the IAB. Then a framework was set for video media standards.
Creative Advisory Council
The objective was to create a Digital Awards show in Malaysia. The first MDA d Awards was held in October 2014.
In November 2010, the MDA website went live.
Knowledge Advisory Council
In the beginning, the Malaysian online Adex was shrouded in secrecy. MDA felt that all publishers should report it to boost online Adex. Attempts are still being made to account the Adex for digital media. Discussion is on-going with Nielsen, and comScore to see the most practical way to measure the digital Adex in Malaysia. Digital adex is estimated to be around RM900M in 2014, crosses the RM1B mark in 2015 and continue to grow to hit the RM2B mark by 2019.
Many educational initiatives are also organized to help the industry and the talents share knowledge and learnings.
Community Advisory Council
Digital Wednesday – Started in 2009 as a networking opportunity for digital publishers, creative and media agencies, and advertisers. Relevant speakers brought insight, knowledge and information to the industry. Many opportunities to sponsor are available.
What is MDA D Awards
The d Awards is organized by the Malaysian Digital Association to recognize and honour the talents and brands that embrace and use digital technologies. MDA is looking for innovation in designing and execution of marketing digital campaigns that leads to a difference in the way the consumers perceive and consume brands.
Entry categories allow for all forms of technical and creative digital work from any communication discipline to be entered. Moreover, given the nature of digital, results and impact play an important role in the success of the entry and naturally solidify digital as a worthy marketing channel.
Participation is open to all digital natives from clients, agencies and producers. Any entity based in Malaysia with valid digital work that aligns with the entry categories is encouraged to participate and let their work be honoured.
Current and past Presidents of the Malaysian Digital Association.
CtrlShift (2016 – present)
Carat Media Services (2014 – 2016)
Better Digital (2012 – 2014)
Digital Five (2010 – 2011)