Digital Marketing Yearbook 2007

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

“ 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 a non-profit organisation with members representing online publishers/portals, agencies, research companies, technology/service companies and marketers/advertisers

an industry group that promotes the use of digital marketing as part of the overall mix

a non-profit organisation with

members representing online

publishers/portals, agencies, research

companies, technology/service companies

and marketers/advertisers

What We Do events annual conference educational seminars research issues and government outreach publications

events

annual conference

educational seminars

research

issues and government outreach

publications

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

THE source for marketers, advertisers, media buyers and anyone looking to leverage the power of digital media in the region

Yearbook Contents case studies statistics broadband mobile adspend country profiles insights Member directory and much more!

case studies

statistics

broadband

mobile

adspend

country profiles

insights

Member directory

and much more!

Get the Yearbook! download FREE at: www.asiadma.com/adma/resources/researchlist.asp for a printed copy or more information, email: director@asiadma.com

download FREE at:

www.asiadma.com/adma/resources/researchlist.asp

for a printed copy or more information, email: director@asiadma.com

2007: The Year the Balance Tipped For the first time, Asia Pacific takes the global lead in some key aspects of the digital marketing mix

For the first time, Asia Pacific takes the global lead in some key aspects of the digital marketing mix

What’s In the Yearbook? Here are some sample statistics and a case study…

Here are some sample

statistics and a case study…

Australia 47% of Internet users in Australia have accessed insurance information in the past six months

47% of Internet users in Australia have accessed insurance information in the past six months

China around 38 million of the 137 million Internet users in China play online games

around 38 million of the 137 million Internet users in China play online games

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

Hong Kong’s online travel market is expected to grow by 97.9% by 2010*

* in retail sales volume

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

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

Indonesia Indonesia’s Internet users have grown 800% since 2000 and represent 4.5% of Asia’s total online community

Indonesia’s Internet users have grown 800% since 2000 and represent 4.5% of Asia’s total online community

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

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

Malaysia 18.4% of mobile phone subscribers in Malaysia use their phone to access the Internet

18.4% of mobile phone subscribers in Malaysia use their phone to access the Internet

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

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

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

in just one month, Singaporeans sent 911 million SMS messages.

The population is only 4.5 million!

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

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

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

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

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

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

Thailand Thailand has 15% PC penetration, while 50% of the population has a mobile phone

Thailand has 15% PC penetration, while 50% of the population has a mobile phone

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

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

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

using online games to leverage adidas’

sponsorship of FIFA World Cup 2006

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

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

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

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

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

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

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: t op 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!

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: t op 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!

Get the Yearbook. Download FREE at: www.asiadma.com/adma/resources/researchlist.asp for a printed copy or more information, email: director@asiadma.com

Download FREE at:

www.asiadma.com/adma/resources/researchlist.asp

for a printed copy or more information, email: director@asiadma.com

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

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

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

be part of a growing industry force

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