Digital Marketing Yearbook 2007



board member companies


                                               Yahoo! Asia
Welcome to ADMA


                         “the ears, eyes and voice
                        of digital marketing in Asia”...
Who We Are

           an industry group that promotes the use of
           digital marketing as part of the overall mix
...
What We Do

• events
        – annual conference
        – educational seminars
• research
• issues and government outreac...
Digital Marketing Yearbook


               THE source for marketers,
          advertisers, media buyers and anyone
     ...
Introduction


     2007 will be remembered as the year the
      balance tipped as for the first time, Asia
     Pacific ...
Yearbook Contents
                                 • case studies
                                 • statistics
          ...
Australia


        47% of Internet users in Australia have
         accessed insurance information in the
               ...
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 ...
India


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




Webinar sponso...
Indonesia


      Indonesia’s internet users have grown
     800% since 2000 and represent 4.5% of
          Asia’s total ...
Japan


         in February 2007, Japan added its
      100 millionth mobile subscriber – making
         it the world’s ...
Malaysia


             18.4% of mobile phone subscribers
            in Malaysia use their phone to access
              ...
The Philippines


                the prepaid Internet market in the
                Philippines is worth US$17 million


...
Singapore


           in just one month, Singaporeans sent
                 911 million SMS messages.
             The po...
South Korea


          nearly 100% of South Korean Internet
           users have Internet access at home




Webinar spo...
Sri Lanka


            Sri Lanka’s mobile market has shown
            an annual growth rate of 50-60% for
              ...
Taiwan


         by 2008, advertisers in Taiwan will
       spend more than 10% of their budgets
      online, one of jus...
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 sponso...
Case Study – adidas


         using online games to leverage adidas’
          sponsorship of FIFA World Cup 2006




Web...
2-phased Approach




                        Phase 1                   Phase 2
          The TUNiT Flash game         The...
The TUNiT      Flash Game
(Multi-level 3D Realism)
            3D Web site     passing opponents      Berlin Stadium




 ...
Fully Engaged Players

•     popularity: 8 million page views -> over six weeks
•     data collection: 70,000 registration...
The Impossible Team
Online Game (3D MMOG)
      branded game login    buy virtual adidas kit   visit a virtual World Cup

...
Brand Immersion
•     popularity: 1 million game logins (over 6 weeks)
•     data collection: 600,000 registrations
•     ...
Download for FREE

                            download at:
 www.asiadma.com/adma/resources/researchlist.asp


         fo...
Thank You!


              to all our members, everyone who
             contributed, and editor Rachel Oliver




Webinar...
Join ADMA Now


               be part of a growing industry force

 www.asiadma.com/adma/membership/join.asp



Webinar s...
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-confere...
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Asia Digital Marketing - Yearbook 2007

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High-level statistics from the Asia Digital Marketing Association's annual report on the status of the industry across each Asian market. Includes a case study of adidas World Cup MMO game.

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Transcript of "Asia Digital Marketing - Yearbook 2007"

  1. 1. Digital Marketing Yearbook 2007 board member companies Yahoo! Asia
  2. 2. Welcome to ADMA “the ears, eyes and voice of digital marketing in Asia” Webinar sponsored by:
  3. 3. 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:
  4. 4. What We Do • events – annual conference – educational seminars • research • issues and government outreach • publications Webinar sponsored by:
  5. 5. 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:
  6. 6. 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:
  7. 7. Yearbook Contents • case studies • statistics – broadband – mobile – adspend • country profiles • insights • Member directory • and much more! Webinar sponsored by:
  8. 8. Australia 47% of Internet users in Australia have accessed insurance information in the past six months Webinar sponsored by:
  9. 9. China around 38 million of the 137 million Internet users in China play online games Webinar sponsored by:
  10. 10. Hong Kong Hong Kong’s online travel market is expected to grow by 97.9% by 2010* * in retail sales volume Webinar sponsored by:
  11. 11. India India’s Internet users are expected to rise to 100 million by end 2007 Webinar sponsored by:
  12. 12. Indonesia Indonesia’s internet users have grown 800% since 2000 and represent 4.5% of Asia’s total online community Webinar sponsored by:
  13. 13. Japan in February 2007, Japan added its 100 millionth mobile subscriber – making it the world’s No. 1 mobile market Webinar sponsored by:
  14. 14. Malaysia 18.4% of mobile phone subscribers in Malaysia use their phone to access the Internet Webinar sponsored by:
  15. 15. The Philippines the prepaid Internet market in the Philippines is worth US$17 million Webinar sponsored by:
  16. 16. Singapore in just one month, Singaporeans sent 911 million SMS messages. The population is only 4.5 million! Webinar sponsored by:
  17. 17. South Korea nearly 100% of South Korean Internet users have Internet access at home Webinar sponsored by:
  18. 18. Sri Lanka Sri Lanka’s mobile market has shown an annual growth rate of 50-60% for the last few years Webinar sponsored by:
  19. 19. Taiwan by 2008, advertisers in Taiwan will spend more than 10% of their budgets online, one of just eight markets globally Webinar sponsored by:
  20. 20. Thailand Thailand has 15% PC penetration, while 50% of the population has a mobile phone Webinar sponsored by:
  21. 21. Vietnam 10% of households in Vietnam will make purchases online by 2010 Webinar sponsored by:
  22. 22. Case Study – adidas using online games to leverage adidas’ sponsorship of FIFA World Cup 2006 Webinar sponsored by:
  23. 23. 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:
  24. 24. 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:
  25. 25. 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:
  26. 26. 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:
  27. 27. 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:
  28. 28. 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:
  29. 29. Thank You! to all our members, everyone who contributed, and editor Rachel Oliver Webinar sponsored by:
  30. 30. Join ADMA Now be part of a growing industry force www.asiadma.com/adma/membership/join.asp Webinar sponsored by:
  31. 31. www.asiadma.com board member companies Yahoo! Asia
  32. 32. 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:

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