ADMA’s 4th Annual Digital Marketing
          Survey for Asia Pacific
                           30 November 2007

Support...
Background
This is the fourth year that ADMA is running this survey. The
survey’s purpose is to establish the state of dig...
13%




87%                      87%



                                     Yes   No




indicated that digital
marketing...
39%                                             will be spending
more than 15% of the ad budget on
digital marketing
(16% ...
70%
Marketers continue to increase
their digital marketing budget
allocation
        (More than in previous years: 43% in ...
Online
Games
 13%

                     More
                   diverse
                    use of
         Others
       ...
Text alerts        3G
                Services
                                                                      Mobil...
Tailor-made
                                              games preferred




 Commissioned game Sponsored game Licensed g...
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...
For more information, please contact:
             Kay Bayliss
        t: +852 8100 9987
     e: director@asiadma.com

   ...
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ADMA Digital Marketing Survey 2007

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Research conducted by the Asia Digital Marketing Association (ADMA) in conjunction with Digital Media, the HK4As, the IAA HK, the HKDMA and the HKIM, reveals that the use of digital marketing is on the rise in Asia Pacific.

The results of the fourth annual industry survey conducted by the Asia Digital Marketing Association (ADMA), indicate that both large and small companies are increasing their investment in digital marketing. 39% of respondents said they will spend more than 15% of their marketing budget on digital marketing. This represents an increase of 16% over 2006. Over two thirds of those surveyed said that their online budgets have increased over last year.

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ADMA Digital Marketing Survey 2007

  1. 1. ADMA’s 4th Annual Digital Marketing Survey for Asia Pacific 30 November 2007 Supporting Organisations Powered by
  2. 2. 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.
  3. 3. 13% 87% 87% Yes No indicated that digital marketing is part of their marketing strategy (87% in 2006, 82% in 2005 , 77% in 2004)
  4. 4. 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
  5. 5. 70% Marketers continue to increase their digital marketing budget allocation (More than in previous years: 43% in 2004, 50% in 2005, 62% in 2006)
  6. 6. Online Games 13% More diverse use of Others 9% digital vehicles
  7. 7. 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
  8. 8. 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
  9. 9. 72% have used rich media, multimedia or streaming video in their promotions and communications
  10. 10. 2 of Marketers have NOT used video file 3 sharing sites to host Company or Brand videos
  11. 11. Only 38% have corporate blogs
  12. 12. Respondent Profile - Position
  13. 13. Respondent Profile - Industry
  14. 14. Respondent Profile – Company Size
  15. 15. 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
  16. 16. 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

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