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Singapore Market Overview Digital Publishers Workshopv1
- 1. Digital Publishers Workshop 1 December 2009 Grand Mercure Roxy, Singapore
- 2. Growth in Singapore Internet Users in 2009 Unique Visitor ('000) More than 2.5 million 2,636 2,310 Singaporeans went online from home and work, spending about 21 hours per person Source: comScore June 2008 June 2009 Source: comScore MediaMetrix, June 08 vs June 09
- 3. Internet is Crucial to Reach Specific Target Audiences Time Spent on Various Mediums Age 15-24 Radio - 9.9 Hrs Internet usage almost Internet - 19% Magazines - 16.7 Hrs matches TV for 3.8 Hrs 32% audiences 15-24 years 7% old Newspapers - 3.9 Hrs TV - 17.4 Hrs 7% 35% Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Universe (Sample): Total population aged 15-24 (Australia 18-24) – 3,8807,053 (2,610) Source: Synovate AsiaBUS Survey June/July 2007
- 4. Internet is Crucial to Reach Specific Target Audiences Time Spent on Various Mediums Age 25-34 Radio - 10.5 Hrs Internet usage Magazines - 20% Internet - surpasses TV for 3.0 Hrs 18.5 Hrs audiences 25-34 years 6% 34% old Newspapers - 4.2 Hrs 8% TV - 16.9 Hrs 32% Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand Universe (Sample): Total population aged 25-34 – 42,332,569 (3,059) Source: Synovate AsiaBUS Survey June/July 2007
- 5. Yet, digital spending is small relative to TV in Singapore… Singapore Ad Spend in 2009 39.43% 33.86% Estimated 3.34% of ad spend budget on digital in 2009 10.10% 5.48% 7.04% 0.76% 1.71% 1.63% Source: Nielsen AIS, 2008 and Yahoo!-Nielsen “Online Industry Review” 2009
- 6. #1 Trends for online advertising in 2010 Rich media with Video will be important to execute more effective branding campaigns 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 Aided Brand Online Ad Awareness Message Association Brand Favourability Purchase Intent Awareness Rich Media with Video Rich Media w/o video GIF/JPG Simple Flash Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using GIF/JPG N=33-52, Rich Media with Video N=37-47, Rich . Media Non-Video N=193-275, Simple Flash N=262-344
- 7. #2 Trends for online advertising in 2010 Expandable Banner with and without video produces better performance overall than normal rich media banners Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ’09 Dwell Rate – The number of impressions that were dwelled upon out of total impressions. Dwell is defined as an active engagement with an ad. It includes positioning the mouse over an ad, user-initiation of video, user-initiation of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one second, is excluded.
- 8. #3 Trends for online advertising in 2010 The rise of Social Media Visiting Social Sites: 4 th most popular online activity – Ahead of personal email (Nielsen, Global Faces & Networked Places, 2009) (Nielsen, Global Faces & Networked Places, 2009)
- 9. Please contact us for more information: Thailand Malaysia 1-7 Zuellig House Level 16, 1 Sentral, Unit 1, 5th Floor Jln Sentral 5, KL Sentral, Silom Road, Silom, Bangrak, 50740 Kuala Lumpur Bangkok, Thailand 10500 T: +6 03 2092 9370 Tel: +66-6360-7206 F: +6 03 2092 9201 Philippines Singapore 18/F Tower 2, 16, Raffles Quay, The Enterprise Center #33-08, Hong Leong Bldg 6766 Ayala Avenue Singapore 048581 Mathew Ward Makati City 1200 Philippines Managing Director Tel: +65-6532-2507 Tel: +632-856-5616 E: mathew.w@admaxnetwork.com Vietnam Indonesia www.admaxnetwork.com 4 Nguyen Thi Minh Kai Menara Karya 28th Floor 4th Floor, District 1 Jl. H.R Rasuna Said Block X-5 Ho Chi Minh City Kav. 1-2 Jakarta 12950 Vietnam Indonesia Tel: +84-8404-6324 Tel: +62 (0)21 5789-5837 CONFIDENTIAL Copyright © 2008 Admax Holdings Limited. All rights reserved.