|
 |
 |
|
 |
|
|
|
 |
|
 Press Room ADMA Issues Guidelines for Digital Marketing Formats 8/7/2003 Standardization offers marketers, online properties and agencies efficiency and effectiveness Hong Kong 8 July, 2003: The Asia Digital Marketing Association (ADMA), the voice of the digital marketing industry in Asia, today released guidelines for digital marketing formats for use in Asia. The suggested guidelines take into account unique aspects of the Asian market situation and needs of local consumers, such as the ability to accommodate multiple languages and the extent of broadband penetration in the region. The suite of ad shapes, file sizes and formats showcases effective options for marketers and makes campaign planning easier with common standards for websites throughout the region, reaching the vast majority of all Internet users in Asia. ?The guidelines help marketers efficiently roll out campaigns with maximum reach and usability. Since they can produce ads in a relatively small number of sizes and formats, marketers can focus their budgets on purchasing media space,? said David Ketchum, ADMA Chairman. ?Online properties, advertisers and agencies benefit from increased interchangeability and reduced administration. And Internet users will appreciate that the content is fast-loading and easy to read and gives them the opportunity to interact or opt out.? The ADMA digital marketing formats include recommended shapes, file sizes and usage guideline for banners, buttons, pop-ups, etc. as well as e-mail newsletters and e-direct mail (eDM) formats. The full guidelines are available for download at http://www.asiadma.com/adma/resources/tipstools.asp ?ADMA seeks to offer helpful and useful standards rather than set rigid rules. We encourage marketers to explore the full range of creativity and sizes within and beyond the basic format range,? added Ketchum. The guidelines are based on a survey of sizes and formats in regular usage in Asia as of May 2003, and were developed after extensive consultation with marketers, advertisers and industry executives from online properties, interactive agencies, research firms, and advertising industry associations, including: Atnext.com, BusinessWeek Online, Cathay Pacific, DoubleClick, eBay, 4A?s Hong Kong, Lycos Asia, MSN, Nielsen//Netratings, Pixel Media HK, SCMP.com, and Yahoo! Hong Kong. About the Asia Digital Marketing Association (ADMA) The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan). ADMA is an umbrella organization, guided by senior executives in the industry, and charged with gaining consensus and formulating a powerful point of view on all key industry issues. The role of the organization is to promote the strengths of digital marketing and counter misperceptions with clear, compelling information about cost effectiveness, impact and real-world success stories. Learn more at www.asiadma.com * Ends * Contact: David Ketchum, chairman, ADMA E-mail: david@upstreamasia.com Phone: 852.2973.0222 or Sophie Lottefier, director, ADMA E-mail: sophie@upstreamasia.com Phone: 852.2973.0222 ADMA Guidelines For Digital Marketing Formats What they are saying in Asia "The ADMA guidelines address one of the key concerns of online advertisers in that there are currently many formats that are quite similar. This standardization will reduce the cost of producing online materials by reducing the number of re-sizings necessary and help to focus the industry on delivering great creative ideas and measurable results for our clients. The ADMA team along with those that have contributed to this initiative are commended for their efforts." Sean Rach, Chairman, HK, AAAA Interactive Committee ?Cathay Pacific Airways is pleased to support ADMA's Guidelines for digital marketing formats. The consolidation of standard guidelines and the promotion of best practices will not only help advertisers and website owners make the most effective use of online media, but it will also enhance the user's online experience.? Dominic Purvis, Manager eBusiness, Cathay Pacific Airways " DoubleClick's DART technology will continue to meet the needs of our customers across APAC supporting all these standards and sizes the industry has agreed upon as well as any client specific solutions. The standards will help grow the industry further and bring it to the next level. We are excited to see the trend that online becomes a mainstream component in every integrated marketing mix. " Ralf Hirt, APAC Regional Director, DoubleClick "eBay strongly supports the development of standardized guidelines for regional digital marketing. Such guidelines will help advertisers with multi-site marketing promotions and will definitely help marketers save time and money on the creative process." Jeffrey Noles, Managing Director, eBay Taiwan ?Lycos fully supports the move towards standardization of the online digital marketing space in Asia. A unified advertising platform will aid in increasing the acceptance of the media by removing the barriers for traditional brands and can only help advertisers and publishers cut through the quagmire that is prevalent today by simplifying a, sometimes, not so simple process.? Narciso Reyes, Manager Digital Marketing Group, Lycos Asia These guidelines will allow researchers and marketers to more easily analyse and compare the performance and effectiveness of a smaller selection of ad sizes, rather than working with an indefinite number of sizes and shapes.? Peter Steyn, Director, Nielsen//Netratings ?MSN is pleased to support the Ad Standards and practices in an effort to provide the best environment to make online advertising as easy to plan, buy and create as traditional media. Implementing these standards broadly across the MSN ASIA and fellow sites around the region will improve the overall environment in which marketers can interact with their audience.? Robin Fern, Regional Sales Director, MSN Asia Pixel Media HK and on behalf of leading publishers that Pixel Media represents for ads sales are pleased to endorse the introduction of standard ad formats sizes in Asia. We believe that with such standards, it makes it easier for advertisers to start using online advertising and to see benefits of this medium as it enables advertisers to create one ad that can then be placed on multiple sites. Currently, all the publishers working with Pixel Media have adopted the ad formats introduced by the ADMA.? Kevin Huang, CEO, Pixel Media HK. ?As the number one website in Hong Kong in terms of users and pageviews, Yahoo! Hong Kong supports efforts to consolidate ad format standards to help promote best practice in Asia. Through global Internet advertising standards, media planners, account managers and creative directors alike will be able to better provide robust solutions to clients that can be translated easily across various online media. As a pioneer and global advocate of ad guidelines, we at Yahoo! Hong Kong hope that this will bring Asian Internet advertising standards closer to our global counterparts.? Ivy Wong, Head of Sales, Yahoo! Hong Kong Back to Press Room |
| Board Member Companies | ||
|
 |
|
| Copyright © Asia
Digital Marketing Association 2006 Disclaimer |
Site Design by Orbit
Media |
|
