2021 Myanmar Digital Media Landscape

Brand Safety & Viewability are our priorities for your brand ABOUT KYAW YE PAING One of the young entrepreneurs from Myanmar & passionate about digital marketing.

FOUNDER

Kyaw Ye Paing started the digital marketing career in 2012 and have experiences working in the most famous advertising agencies and corporate companies with the professional digital marketing position.

Hand on experience with below brands within 8 years. Emirates Airline, Mercedes Benz, Mazada Myanmar, DKSH, Unilever, Nestle, Abbott, EAC, Heineken, Tuborg Beer, Mytel, Huawei, Oppo Smartphone, Garnier Myanmar, Canal+, Telenor, Shark, Vitacap, Grab Myanmar , Grab Cambodia and many other brands. 2021 Myanmar Digital Media Landscape

Population Connections SIM Penetration Mobile Broadband 54.6M 68.2M 128% 82%

DKMads Cookies Users YouTube Cookies Messenger Users 34M 25M 18M 1.9M

Sources- DKMads Platform Data, Google Ads, Facebook, GSMA Intelligence, YouTube & Social Blade, Worldometers DKMads Programmatic Gender Audience Insights Overview in Myanmar

DKMads Programmatic have 24.8 million monthly active 25% user and total available impression is 11 billion. Male 45% Female 40% 39% Unknow

30%

30% 25%

20% Parental Status 20%

8% 10% 8% 32% Parent 4% Not a Parent 2% 2% Unknow 0% 18-24 25-34 35-44 45-54 55-64 65-65+ Unknow 60%

Sources- DKMads Platform Data, Google Ads, GSMA Intelligence, YouTube. DKMads Affinity Categories and Traffic Sources Categories in Myanmar

Categories by Impression breakdown Affinity Categories Arts & Entertainment 13,300,000 Autos & Vehicles 482,000 Beauty & Fitness 742,000 Books & Literature 573,000 12% Business & Industrial 2,940,000 14% Computers & Electronics 1,360,000 Finance 1,770,000 15% 12% Food & Drink 292,000 Games 7,380,000 Health 1,010,000 8% 9% Hobbies & Leisure 4,050,000 Home & Garden 220,000 13% 12% Internet & Telecom 11,900,000 7% Jobs & Education 928,000 Law & Government 1,670,000 News 6,460,000 Online Communities 7,960,000 Media & Entertainment People & Society 2,970,000 Pets & Animals 167,000 Sport & Fitness Real Estate 67,300 Travel Reference 4,270,000 Food & Dining Science 1,290,000 Shopping 1,590,000 Banking & Finance Sports 2,570,000 Lifestyle & Hobbies Travel and Transportation 580,000 Beauty & Wellness World Localities 2,650,000 Technology 0 3,500,000 7,000,000 10,500,000 14,000,000 Shoppers

Sources- DKMads Platform Data, Google Ads, Facebook, GSMA Intelligence, YouTube & Social Blade Facebook Audience Insights Gender Overview in Myanmar

Facebook have 25 million monthly active user, Messenger have 1.9 million monthly active user and have 1.2 million monthly active user. Male 44% Female 56% 50% 50%

37.5% 35%

Breakdown by Platform 25% 7% 4% 12.5% 10% Facebook Instagram 3% 1% 1% Messenger 0% 18-24 25-34 35-44 45-54 55-64 65+ 89%

Sources- Facebook, GSMA Intelligence, YouTube & Social Blade Facebook Affinity Categories and Placement Breakdown in Myanmar User breakdown by placement Affinity Categories

Facebook New Feed 24,000,000 12% 12% Instagram Feed 1,200,000 12% 13% Facebook Marketplace 9,800

Facebook Video Feeds 19,000,000 13% 10% Instagram Explore 310,000 6% 12% 9% Facebook Stories 6,700,000

Instagram Stories 370,000 Business and industry Messenger Stories 1,900,000 Entertainment Family and relationships Facebook In-Stream Videos 10,000,000 Fitness and wellness Food and drink Facebook Instant Articles 14,000,000 Hobbies and activities Shopping and fashion Audience Network In-Stream Videos 1,000 Sports and outdoors Technology 0 7,500,000 15,000,000 22,500,000 30,000,000

Sources- DKMads Platform Data, Google Ads, Facebook, GSMA Intelligence, YouTube & Social Blade YouTube Audience Gender Insights Overview in Myanmar 15% YouTube have 18 million monthly active user, the total available impression is 88 million and 200 million views per month. Male Female 29% 56% Unknow 40% 36% 32% 30%

Parental Status 20% 13% 21% 33% 10% 7% Parent 6% Not a Parent 3% 3% Unknow 0% 18-24 25-35 35-45 45-55 55-65 65-65+ Unknow 46%

Sources- DKMads Platform Data, Google Ads, YouTube & Social Blade YouTube Affinity Categories and Top 10 Channels in Myanmar Affinity Categories

Rank Channel Channel Link Uploads Subs Video Views 14% https://www.youtube.com/channel/ 19% 1st Mahar UCJFGNmtLtwmX752P7OhcdvQ 1,377 1.61M 652,427,581 https://www.youtube.com/channel/ 2% 2nd Legacy Music UCSdeqahu8FD5c4MoS37vJnA 7,231 813K 454,408,934 17% 7% https://www.youtube.com/channel/ 3rd AKonThi Media UClOmJfUZIWgJprFQ7OXVeZQ 15,701 521K 237,892,401

https://www.youtube.com/user/ 5% 13% 4th DVB TVnews DVBBurmese 71,506 508K 340,515,951

https://www.youtube.com/channel/ 17% 5% 5th Myanma Platform UCTjrvGXmOIXns8mXz3-LrJg 2,689 454K 100,726,592

https://www.youtube.com/channel/ 6th Myanmar UCfIle2OhZqjxRbLynq3chLQ 549 367K 198,017,308 Media & Entertainment https://www.youtube.com/channel/ Sport & Fitness 7th Look Media UCSaXL4MiaEG0m0yEHKWzpgQ 861 355K 82,599,676 Travel RFA Burmese … https://www.youtube.com/user/ 8th လွတ်လပ် RFABurmeseVideo 21,774 306K 137,246,002 Food & Dining Banking & Finance BBC News https://www.youtube.com/user/ 9th ြမန်မာ TheBBCBurmese 3,120 286K 72,146,627 Lifestyle & Hobbies

https://www.youtube.com/channel/ Beauty & Wellness 10th M Music Net UC9NiT3jXeIsXKpBIRHVD0UA 2,603 242K 93,960,622 Technology Shoppers

Sources- DKMads Platform Data, Google Ads, Facebook, GSMA Intelligence, YouTube & Social Blade Performance Breakdown by Ads Platforms in Myanmar

DKMads Facebook YouTube

Average CTR : 0.7% Average CTR : 3% Average CTR : 0.29% Average Viewability Rate : 82% Average Viewability Rate : 19% Average Viewability Rate : 93% Average Video View Rate : 71% Average Video View Rate : 19.7% Average Video View Rate : 43%

Sources- Historical data of $10,000 budget spending for each platforms, integral ad science. THANK YOU

Brand Safety & Viewability are our priorities for your brand