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.

1. Digital Marketing Yearbook 2007
board member companies
Yahoo! Asia

2. Welcome to ADMA
“the ears, eyes and voice
of digital marketing in Asia”
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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
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4. What We Do
• events
– annual conference
– educational seminars
• research
• issues and government outreach
• publications
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5. 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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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
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7. Yearbook Contents
• case studies
• statistics
– broadband
– mobile
– adspend
• country profiles
• insights
• Member directory
• and much more!
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8. Australia
47% of Internet users in Australia have
accessed insurance information in the
past six months
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9. China
around 38 million of the 137 million
Internet users in China play online games
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10. 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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11. India
India’s Internet users are expected to
rise to 100 million by end 2007
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12. Indonesia
Indonesia’s internet users have grown
800% since 2000 and represent 4.5% of
Asia’s total online community
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13. Japan
in February 2007, Japan added its
100 millionth mobile subscriber – making
it the world’s No. 1 mobile market
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14. Malaysia
18.4% of mobile phone subscribers
in Malaysia use their phone to access
the Internet
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15. The Philippines
the prepaid Internet market in the
Philippines is worth US$17 million
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16. Singapore
in just one month, Singaporeans sent
911 million SMS messages.
The population is only 4.5 million!
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17. South Korea
nearly 100% of South Korean Internet
users have Internet access at home
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18. 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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19. 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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20. Thailand
Thailand has 15% PC penetration, while
50% of the population has a mobile phone
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21. Vietnam
10% of households in Vietnam
will make purchases online by 2010
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22. Case Study – adidas
using online games to leverage adidas’
sponsorship of FIFA World Cup 2006
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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
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24. The TUNiT Flash Game
(Multi-level 3D Realism)
3D Web site passing opponents Berlin Stadium
boot selection challenging terrains the Final Goal!
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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
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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
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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!
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28. Download for FREE
download at:
www.asiadma.com/adma/resources/researchlist.asp
for a printed copy or more information,
email: director@asiadma.com
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29. Thank You!
to all our members, everyone who
contributed, and editor Rachel Oliver
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30. Join ADMA Now
be part of a growing industry force
www.asiadma.com/adma/membership/join.asp
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31. www.asiadma.com
board member companies
Yahoo! Asia

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