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If you cannot see this page properly, please click here. Dear members and friends of ADMA: ADMA has blown past our second anniversary with little ceremony but lots to celebrate, and the organization continues to help set the pace for digital marketing in Asia. Happy Birthday ? now back to work. One particularly seasonal highlight is the tremendous effort Director Sophie Lottefier and a strong group of supporters and sponsors have made to bring innovative new online fundraising techniques to the Operation Santa Claus charity campaign. In just the first four days of the campaign, more than US$ 13,000 was committed by visitors to the fundraising portal www.santaclaus.hk who clicked on sponsors? logos. The site is still open to receive additional companies that wish to make a donation to have their logo included, and to visitors who wish to make an online contribution to Operation Santa Claus. Merry ?Clickmas? and here?s to a prosperous online 2005! David Ketchum David Ketchum Chairman, ADMA  Welcome to the ADMA e-newsletter. We are responding to the many requests for a definitive source of information on digital marketing in Asia and global trends with this monthly newsletter. In addition to providing up-to-the-minute news on ADMA's activities and industry statistics, we are also "pushing" select, useful content from our website which might otherwise be overlooked. If you would like to subscribe to our newsletter, simply click here. ADMA respects your privacy. Your e-mail will not be shared with a third party without your consent. To unsubscribe from the list, simply click here. If you have comments or suggestions to improve this newsletter, email us at contact@asiadma.com. Back to Top  ADMA WELCOMES 6 NEW MEMBERS New Corporate Members include: mOne Hong Kong  Pacific Connections Ltd  Turner International Asia Pacific  New Individual Members include: Fluid Design & Marketing, Moet Hennessy Asia Pacific, Pixel Media Hong Kong & Malaysia, and USA Today. For more information about our latest members, visit our members directory ASIA DIGITAL MARKETING ASSOCIATION HELPS MAKE 2004 A MERRY 'CLICKMAS' FOR HONG KONG CHARITIES  The Asia Digital Marketing Association (ADMA) has launched a portal (www.santaclaus.hk) and an online marketing campaign to raise funds for Operation Santa Claus, the annual charity drive jointly founded in 1988 by the South China Morning Post (SCMP) and Radio Television Hong Kong (RTHK). In just over one hundred hours, more than HK$ 100,000 was raised, thanks to the generosity of twelve sponsors and a high level of site traffic and activity among online users. Through December 31st, visitors to www.santaclaus.hk have the option of either donating directly to Operation Santa Claus via a secure online payment gateway or (as and when additional sponsors are added) clicking on one of the sponsors? logos and for each click that company will donate HK$ 5 to Operation Santa Claus. Operation Santa Claus (OSC) is one of Hong Kong?s largest annual community-based charity drives with the goal to raise funds for selected local charities over the winter holiday season. Since its inception, the Operation Santa Claus campaign has raised over $60 million dollars for Hong Kong charities. Participation in Operation Santa Claus will give the ADMA and member companies an exciting opportunity to demonstrate the power of digital marketing in a quantifiable way - the raising of funds for charity. When the project is complete, we hope to have in hand a very tangible case study documenting the power of digital marketing in Asia. The Asia Digital Marketing Association would wholeheartedly like to thank all the following companies that have supported its online fundraising campaign for Operation Santa Claus 2004 in cash, goods and services. AsiaPay (HK) Limited Atnext.com Calibre Asset Management Limited Cathay Pacific CNN.com DoubleClick eBay eCrusade ET Net Financial Times Hongkong.com Jebsen Fine Wines KEE private members club M&C Saatchi Mone Hong Kong MSN MYBEE NetsKey Network Nielsen//NetRatings O2 (Asia) Ltd OneXeno Limited Orbit Media Perspective Magazine Pixel Media Hong Kong & Malaysia SCMP.com Sina.com Tom Yum Toys R Us Upstream Asia Wall Street Institute Web Guru Asia YOGA LIMBS ZUJI A special thanks goes to Thierry Halbroth of M&C Saatchi who developed the creative concept and drove this initiative in conjunction with Sophie Lottefier and to Napoleon Biggs and Monica Fung of Web Guru Asia who developed the website. To help the 12 Hong Kong charities, visit www.santaclaus.hk FIGHTING SPAM Both the ADMA and the Hong Kong Anti-Spam Coalition have submitted their response to the Office of the Telecommunications Authority (OFTA) Public Consultation on "PROPOSALS TO CONTAIN THE PROBLEM OF UNSOLICITED ELECTRONIC MESSAGES.? Visit OFTA's website to read their response paper. Back to Top  DOUBLECLICK?S Q3 2004 AD SERVING TRENDS DoubleClick?s Q3 2004 ad serving data show that online advertising, long known for volatility, has begun to assume some predictable characteristics. Rich media has taken its place alongside other ad formats and for the past three quarters has been stable at 43% of all ads served. Larger units have become new standards with the leaderboard continuing to reign in second place behind the banner, closely followed by large rectangles and skyscrapers. Click rates for both rich media and other units have been stable over the past few quarters after years of declines. View-throughs, a measure of the in-direct response to online advertising, have also developed predictable patterns: they are typically twice the rate of click-throughs. Frequency capping, which could improve the efficiency of reach-related buys, is still rarely used online. Click here for a copy of the report. IAB/PwC Q3 2004 INTERACTIVE ADVERTISING REVENUES TOTAL OVER $2.4 BILLION FOURTH RECORD-SETTING QUARTER On November 15, 2004, the IAB and PricewaterhouseCoopers (PwC) announced that Internet advertising totaled approximately $2.43 billion in the third quarter of 2004 - the eighth consecutive quarterly increase for the industry and the fourth record-setting quarter. Q3 2004 represents a 35.3% increase over Q3 2003 ($1.79 billion) and a 2.4% increase over Q2 2004 ($2.37 billion.) The IAB sponsors the Internet Ad Revenue Report, which is conducted independently by PwC. For more information, click here. Back to Top  STANDARD FOR GLOBAL ONLINE AD IMPRESSION MEASUREMENT The Asia Digital Marketing Association (ADMA) has gathered Asia data and industry endorsement and joined a global consortium of leading bodies within the advertising agency, advertiser, media and research disciplines to issue a new detailed definition and standard for global online ad impression measurement. This initiative marks the first time any medium has launched a global measurement standard that has been accepted by all the key industry stakeholder organizations. Other media vehicles (such as television, radio and magazines) use different measuring techniques depending on country and region. Already underway in the United States, Asia-wide and international implementation of the guidelines is expected by the end of 2005. The full guidelines are available here. The guidelines have the support of almost all major online publishers, as well as approximately 35 out of the 37 major online advertising server technologies worldwide. In Asia, the following companies have reviewed and formally endorsed the guidelines via ADMA: · MSN · DoubleClick · Cathay Pacific · SCMP.com · Financial Times · Nielsen//NetRatings · Orbit Media The guidelines are intended to hasten the growth of Internet advertising spending by simplifying the buying and selling process for advertisers, marketers and publishers. Among other key points, the guidelines offer a detailed definition for counting ad impressions, a critical component in establishing consistent and accurate online advertising measurements across publishers and ad serving technologies. The new guidelines were developed after extensive research and testing on all the relevant variables for ad impression measurement. The three key points of the new recommendations are: 1) Ad-impression counting that is conducted from the ?client-side? as opposed to ?server-side? (impression is counted once the browser receives the creative asset), 2) Consistent elimination of non-human activity counting (defines what is a person versus spiders and robots) and 3) Consistent cache busting. A global mix of organizations worked for several months to create the cross-border guidelines and include: · ABC Electronic · Advertising Research Foundation (ARF) · American Association of Advertising Agencies (AAAA) · Asia Digital Marketing Association (ADMA) · Association of National Advertisers (ANA) · ESOMAR ? World Association of Research Professionals · European Association of Communications Agencies (EACA) · European Interactive Advertising Association (EIAA) · IFABC · IAB Europe (including UK, France, Germany, Spain, Italy, Greece, Finland, Belgium and Ireland) · Interactive Advertising Bureau (IAB ? U.S.) · Interactive Advertising Bureau ? Argentina · Interactive Advertising Bureau ? Brazil · The Media Rating Council (MRC) · World Federation of Advertisers (WFA) Click here for a copy of the guidelines. Back to Top  ADMA TO BENEFIT FROM EXPERT MARKETING CONSULTANT Thierry Halbroth, Director of Integrated Services, Greater China, for M&C Saatchi is the new head for the ADMA?s Marketing Consulting Committee. Thierry has a wealth of experience in the online and offline marketing world and we are really thrilled to have him on board to drive the activities of this important committee and further promote our industry! Back to Top  ASIA DIGITAL MARKETING ASSOCIATION HELPS MAKE 2004 A MERRY 'CLICKMAS' FOR HONG KONG CHARITIES On- and Off-line Marketing Leaders Exceed Fundraising Targets for Operation Santa Claus in Just over 100 Hours Hong Kong ? December 13, 2004: The Asia Digital Marketing Association (ADMA), the voice of the digital marketing industry in Asia, launched a portal (www.santaclaus.hk) and an online marketing campaign to raise funds for Operation Santa Claus, the annual charity drive jointly founded in 1988 by the South China Morning Post (SCMP) and Radio Television Hong Kong (RTHK). In just over one hundred hours, more than HK$ 100,000 was raised, thanks to the generosity of twelve sponsors and a high level of site traffic and activity among online users. Through December 31st, visitors to www.santaclaus.hk have the option of either donating directly to Operation Santa Claus via a secure online payment gateway or (as and when additional sponsors are added) clicking on one of the sponsors? logos and for each click that company will donate HK$ 5 to Operation Santa Claus. For more information, click here. Q3 2004 INTERACTIVE ADVERTISING REVENUES TOTAL OVER $2.4 BILLION FOURTH RECORD-SETTING QUARTER NEW YORK, NY (November 15, 2004) Today, the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) announced that Internet advertising totaled approximately $2.43 billion in the third quarter of 2004 - the eighth consecutive quarterly increase for the industry and the fourth record-setting quarter. Q3 2004 represents a 35.3% increase over Q3 2003 ($1.79 billion) and a 2.4% increase over Q2 2004 ($2.37 billion.) The IAB sponsors the Internet Ad Revenue Report, which is conducted independently by PwC. For more information, click here. Back to Top  WINNERS OF THE HK4AS INTERACTIVE & DIRECT AWARDS As part of its mission, the Asia Digital Marketing Association promotes higher standards in interactive advertising and was a supporting organization for the HK4As Interactive & Direct Awards. Friday, 24 September 2004 saw a room packed of advertising agencies, advertisers and media players for the HK4As Interactive & Direct Awards Presentation in Hong Kong. We saw some really cool creatives and great ideas. To see the list of winners, visit HK4As' website Back to Top  Are you interested in developing your creative skills for online advertising? Read on to learn more. TOP 10 TIPS FOR DEVELOPING BETTER CREATIVE EXECUTION IN ONLINE ADVERTISING Based upon thousands of tested ads, AdInsights recommend the following to ensure your creative performs at the level you expect. 1. Prioritize message over format: Test to find the most compelling message for your target audience; do not allow ad size or format to dictate the message. 2. Be unambiguous: Avoid word plays and phrases with double meanings-they just confuse. 3. Be concise: Fewer words are more quickly and easily understood. 4. Don't hold the best for last: Building up to your message is risky as viewers may not watch your entire ad. Including branding on every frame of your ad. 5. Use pictures: People, product shots, and logos provide instant context for your ad. 6. Use color: Tastefully contrasting your ad from the background increases recall. 7. Carefully animate: Use movement to attract attention to your message, not overpower it. 8. Be legible: Use fonts and sizes that are easy to read. 9. Get above the fold: Design creative so your entire message is visible upon turning or loading the page. 10. Set a frequency cap: If in doubt, use five. Source: AdInsights / Marketing Insights - August 2004 About AdInsights AdInsights is the industry's fastest growing online ad effectiveness solution. Using a proven simultaneous control/exposed methodology, AdInsights is powered by InsightExpress' patented business methods. Through custom surveys designed by InsightExpress' market research experts, AdInsights uniquely enables clients to focus upon their specific marketing and advertising needs without constraints. With more than 750,000 completed ad effectiveness surveys within the last year, AdInsights provides the industry's most current normative database. AdInsights in conjunction with InsightExpress' panel has been selected to conduct the Interactive Advertising Bureau's (IAB) most comprehensive XMOS study to date. Back to Top  This section is sponsored by Daniel Szuc of the Usability Club The objectives of this section are to provide useful usability information, book references and links to usability sites to promote discussion and questions. Welcome to the fifth article on usability and customer centered thinking. This article focuses on the importance of Home Page usability and providing the right cues to help people to find content quickly from the Home Page without having to rely on human or search intervention. ?Homepages are the most valuable real estate in the world ? the homepage?s impact on a company?s bottom line is far greater than simple measures of e-commerce revenues: the homepage is also your company?s face to the world ? the homepage is the most important page on any website, getting more page views than any other page ?? Reference - http://www.useit.com/alertbox/20020512.html People today are attention limited, busy, want to find answers quickly, don?t want unnecessary distractions, will lean on other channels if they cannot find what they want on your Home Page and do not want to wade through marketing messages. From your Home Page, it?s important for people to be able to quickly understand your business and to provide quick links to critical customer information. Defining customer tasks is usually informed through user interviews, call center data and site visits (we will discuss User Research in future articles) Ideally, the Home Page should reflect and balance the business objectives and customer needs. When customers arrive at your Home Page they are usually in need of a quick answer. After all, the promise of the web was to provide an efficient alternative channel to compliment other channels like shops, call centers etc. I am not sure if all companies are realizing this promise. Your Home Page should work as a sales tool so customers do not have to rely on other channels for basic questions. In my experience, often the exact opposite is true where users are provided with no other choice but to call the company directly for the answers they need. [MORE] If you would like to receive "Usability News" or have any questions please email Daniel Back to Top |
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