ADMA’s 4th Annual Digital Marketing
Survey for Asia Pacific
30 November 2007
Supporting Organisations
Powered by

Background
This is the fourth year that ADMA is running this survey. The
survey’s purpose is to establish the state of digital marketing in
Asia Pacific.
Invitations were sent out via emails to a pre-qualified list of
respondents who had opted-in to receive communications.
The sample size of the survey was 108 respondents and the survey
was conducted in September 2007.
Data contained in this presentation should be used as indicative as
the sample is not weighted nor projected to a universe.

13%
87% 87%
Yes No
indicated that digital
marketing is part of their
marketing strategy
(87% in 2006, 82% in 2005 , 77% in 2004)

39% will be spending
more than 15% of the ad budget on
digital marketing
(16% increase over 2006)
There are more advertisers in Hong
Kong than in Singapore that are
spending more than 15% of their
budget: 32% vs 23%
NB: half of the respondents from large
companies (>250 staff) do not know what their
marketing/ad spend is

70%
Marketers continue to increase
their digital marketing budget
allocation
(More than in previous years: 43% in 2004, 50% in 2005, 62% in 2006)

Online
Games
13%
More
diverse
use of
Others
9% digital
vehicles

Text alerts 3G
Services
Mobile
still 33%
In-game
ad
predominant SMS
28%
for mobile (mass)
83% SMS
marketing Information
Request
Request (profile/
location
Information
Via SMS
Via SMS based)
39% Bar code/ 78%
QR code
scanning
33%
Base: Those that have deployed mobile marketing

Tailor-made
games preferred
Commissioned game Sponsored game Licensed game Licensed game
to be created on portals/websites for website for mobile phones
58% 42% 25% 17%
Base: Those that have deployed online games

72%
have used rich media,
multimedia or streaming video
in their promotions and
communications

2 of Marketers have
NOT used video file
3 sharing sites to host
Company or Brand
videos

Only 38% have
corporate blogs

Respondent Profile - Position

Respondent Profile - Industry

Respondent Profile – Company Size

Respondent Profile – Annual Spend
Note: High proportion of respondents that indicated they did not know
how much their company’s spend was came from large organisations

For more information, please contact:
Kay Bayliss
t: +852 8100 9987
e: director@asiadma.com
Douglas Khoo
t: +852 9096 0065
e: douglas.khoo@aharesearch.com