Digital Marketing Yearbook 2007
board member companies
Yahoo! Asia

Welcome to ADMA
“the ears, eyes and voice
of digital marketing in Asia”
Webinar sponsored by:

Who We Are
an industry group that promotes the use of
digital marketing as part of the overall mix
a non-profit organisation with a membership base
representing online publishers / portals, agencies,
research companies, technology / service
companies and marketers / advertisers
Webinar sponsored by:

What We Do
• events
– annual conference
– educational seminars
• research
• issues and government outreach
• publications
Webinar sponsored by:

Digital Marketing Yearbook
THE source for marketers,
advertisers, media buyers and anyone
looking to leverage the power of
digital media in the region
Webinar sponsored by:

Introduction
2007 will be remembered as the year the
balance tipped as for the first time, Asia
Pacific takes the global lead in some key
aspects of the digital marketing mix
Webinar sponsored by:

Yearbook Contents
• case studies
• statistics
– broadband
– mobile
– adspend
• country profiles
• insights
• Member directory
• and much more!
Webinar sponsored by:

Australia
47% of Internet users in Australia have
accessed insurance information in the
past six months
Webinar sponsored by:

China
around 38 million of the 137 million
Internet users in China play online games
Webinar sponsored by:

Hong Kong
Hong Kong’s online travel market is
expected to grow by 97.9% by 2010*
* in retail sales volume
Webinar sponsored by:

India
India’s Internet users are expected to
rise to 100 million by end 2007
Webinar sponsored by:

Indonesia
Indonesia’s internet users have grown
800% since 2000 and represent 4.5% of
Asia’s total online community
Webinar sponsored by:

Japan
in February 2007, Japan added its
100 millionth mobile subscriber – making
it the world’s No. 1 mobile market
Webinar sponsored by:

Malaysia
18.4% of mobile phone subscribers
in Malaysia use their phone to access
the Internet
Webinar sponsored by:

The Philippines
the prepaid Internet market in the
Philippines is worth US$17 million
Webinar sponsored by:

Singapore
in just one month, Singaporeans sent
911 million SMS messages.
The population is only 4.5 million!
Webinar sponsored by:

South Korea
nearly 100% of South Korean Internet
users have Internet access at home
Webinar sponsored by:

Sri Lanka
Sri Lanka’s mobile market has shown
an annual growth rate of 50-60% for
the last few years
Webinar sponsored by:

Taiwan
by 2008, advertisers in Taiwan will
spend more than 10% of their budgets
online, one of just eight markets globally
Webinar sponsored by:

Thailand
Thailand has 15% PC penetration, while
50% of the population has a mobile phone
Webinar sponsored by:

Vietnam
10% of households in Vietnam
will make purchases online by 2010
Webinar sponsored by:

Case Study – adidas
using online games to leverage adidas’
sponsorship of FIFA World Cup 2006
Webinar sponsored by:

2-phased Approach
Phase 1 Phase 2
The TUNiT Flash game The Impossible Team online game
multi-level challenges Massively Multiplayer Online Game (MMOG)
3D realistic content avatars, virtual world, real time
Webinar sponsored by:

The TUNiT Flash Game
(Multi-level 3D Realism)
3D Web site passing opponents Berlin Stadium
boot selection challenging terrains the Final Goal!
Webinar sponsored by:

Fully Engaged Players
• popularity: 8 million page views -> over six weeks
• data collection: 70,000 registrations (optional)
• brand exposure: 72,300 minutes spent playing the game
• brand immersion: 11 minutes per player on average
- standard Flash games generate 3-4 minutes playing time
- high quality 3D graphics, fun game play, multiple environments
and mini-challenges within the TUNiT generated 3 times as much
player engagement
• lead generation: clicks on ‘Shop Finder’ banner -> 165,000
Webinar sponsored by:

The Impossible Team
Online Game (3D MMOG)
branded game login buy virtual adidas kit visit a virtual World Cup
manage & train players chat with 3D friends team & country rankings
Webinar sponsored by:

Brand Immersion
• popularity: 1 million game logins (over 6 weeks)
• data collection: 600,000 registrations
• brand exposure: 15 million minutes (258 hours) spent playing
• brand immersion: 533 minutes (9 hours) per person spent in
the adidas virtual world!
• game play: top participant played over 300 hours (12.5 days)
• Top 30 players on average spent 126 hours
• repeat visits: 36 logins per registered user
• compelling content: 15 minutes per login per user
• worldwide exposure: participants from 50 countries!
Webinar sponsored by:

Download for FREE
download at:
www.asiadma.com/adma/resources/researchlist.asp
for a printed copy or more information,
email: director@asiadma.com
Webinar sponsored by:

Thank You!
to all our members, everyone who
contributed, and editor Rachel Oliver
Webinar sponsored by:

Join ADMA Now
be part of a growing industry force
www.asiadma.com/adma/membership/join.asp
Webinar sponsored by:

www.asiadma.com
board member companies
Yahoo! Asia

About this Online Conference
Is an online-conferencing service of interest to you?
Like to know more about online-conferencing?
No interest at the moment
Will you or your company have an interest in using Online
Conferencing Solutions in the future?
REFER to our sponsor – Premiere Global Services – and you
will be entitled to a VALUABLE GIFT!
information@premiereglobal.com
Webinar sponsored by: