Yahoo! Asia

board member companies

Digital Marketing Yearbook 2007

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Welcome to ADMA

“the ears, eyes and voiceof digital marketing in Asia”

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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

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What We Do

• events– annual conference– educational seminars

• research• issues and government outreach• publications

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Digital Marketing Yearbook

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

digital media in the region

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Yearbook Contents

• case studies• statistics

– broadband– mobile– adspend

• country profiles• insights• Member directory• and much more!

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Get the Yearbook!

download FREE at:www.asiadma.com/adma/resources/

researchlist.asp

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

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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

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What’s In the Yearbook?

Here are some sample statistics and a case study…

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Australia

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

past six months

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China

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

games

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Hong Kong

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

* in retail sales volume

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India

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

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Indonesia

Indonesia’s Internet users have grown 800% since 2000 and represent

4.5% of Asia’s total online community

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Japan

in February 2007, Japan added its 100 millionth mobile subscriber –

making it the world’s No. 1 mobile market

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Malaysia

18.4% of mobile phone subscribers in Malaysia use their phone to

access the Internet

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The Philippines

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

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Singapore

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

The population is only 4.5 million!

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South Korea

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

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Sri Lanka

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

the last few years

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Taiwan

by 2008, advertisers in Taiwan will spend more than 10% of their budgets

online, one of just eight markets globally

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Thailand

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

mobile phone

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Vietnam

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

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Case Study – adidas

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

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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

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The TUNiT Flash Game(Multi-level 3D Realism)

3D Web site

boot selection

passing opponents

challenging terrains

Berlin Stadium

the Final Goal!

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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

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The Impossible TeamOnline 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

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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!

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Get the Yearbook.

Download FREE at:www.asiadma.com/adma/resources/

researchlist.asp

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

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Thank You!

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

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Join ADMA Now

be part of a growing industry force

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

Yahoo! Asia

board member companies

www.asiadma.com