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If you cannot see this page properly, please click here. Dear Members and Friends of ADMA If I had to pick one word to describe the state of digital marketing this summer I would say “UP”. Consumer usage of online media is UP. In Hong Kong, data from the 2005 Nielsen Media Index shows that the Internet is the third most consumed media, after TV and print among those 12 and older. However, there is still a big gap with only 3% of advertising dollars being spent online. And in 2006 for the first time Asia Pacific now has the largest percentage of Internet users (36% of the global total), beating out the US and Europe. China’s Internet population is already over 111 million and growing rapidly, and 39% of the world’s broadband users are in Asia Pacific. User generated content is UP. What 14 year old or grownup behaving like a 14 year old has not spent at least an hour on YouTube? There is a significant statistical association between creating online content and having a broadband connection at home, according to the Pew Internet & American Life Project’s “Home Broadband Adoption 2006” report. Some 48 million American adults – 35 percent of US Internet users have posted some sort of user-generated content online. Overall investment in digital marketing and online advertising is UP. Web ad spending for the first quarter of 2006 reached $3.9 billion – a 6% uptick over the fourth quarter of 2005 – according to data from the Interactive Advertising Bureau and PricewaterhouseCoopers. And, perhaps not coincidentally, ADMA membership is UP. In fact, in the last few months, membership has grown to over 50, with the new additions coming from a wide range of companies. Publishers such as Reuters Beijing have joined. As have technology and service providers such as board member Epsilon Interactive, and Premiere Global Services. And interactive agencies such as Tribal DDB, also joining at the Board level. Mainstream marketers such as Johnson & Johnson, HSBC, and Lee Kum Kee have joined, which shows the growing interest in fully integrating digital into the marketing mix. Have a good summer, and see you at our events and online! David Ketchum Chairman  ADMA WELCOMES 7 NEW MEMBERS The ADMA is pleased to announce TWO new BOARD MEMBERS EPSILON INTERACTIVE  Epsilon Interactive is a leading provider of strategic, ROI-focused email communications solutions and marketing automation technologies worldwide. Through its combination of innovative technologies, professional services and vertical market expertise, Epsilon Interactive helps marketers acquire, grow and retain profitable customer relationships through highly relevant and personalised email communications. The company's end-to-end suite of industry-specific products and services includes scalable email campaign technology, delivery optimisation, marketing automation tools, turnkey integration solutions, strategic consulting, and creative expertise to produce email programs that generate measurable results throughout the customer lifecycle. TRIBAL DDB  Tribal DDB is worldwide professional services digital marketing company with a network of 35 offices in 15 countries spanning the Americas, Europe and Asia Pacific. Simply put, they plan, build and sell their clients? brands online by Generating Brand Demand. What this means is that we have attempted to cut through the quagmire of digital marketing buzz-words and get to the core of what our business should be about, and what our client's have every right to expect. We look forward to developing our relationship with both Tribal DDB and Epsilon Interactive. New CORPORATE MEMBERS are: Axonus Asia  Axonus Asia is a group of independent specialists that offers strategic advice and assistance to technology companies in North America, UK and Europe that wish to enter the Greater China and India markets. They specialise in online advertising, media and entertainment technologies; Internet and mobile commerce software platforms; and Internet and mobile / wireless communication platforms. Johnson & Johnson Vision Care Asia Pacific  Johnson & Johnson Vision Care is a company committed to transforming the world's vision. Since its inception, the company has strived to increase awareness of the importance of vision and vision care and to provide the world's most exceptional vision correction options. To that end, Johnson & Johnson Vision Care, through a passion for innovation and an unwavering commitment to the highest standards of quality, has become a world leader in vision care, providing a family of outstanding contact lens and spectacle products. Premiere Global Services  Premiere Global Services is a leading global provider of business communications services and business process solutions. The mission is to help enterprise customers automate and simplify critical business processes with communication technologies-based solutions. Premiere offers a range of solutions including email, SMS, fax, voice broadcast, and audio & Web conferencing services. Our latest new INDIVIDUAL MEMBERS are: Reuters Beijing and Rosanna Wilcox. For more information about our latest members, visit the ADMA Online Members Directory. Back to Top  The ADMA is ORGANISING the following events: SEARCH WEEK 21, 23 & 25 AUGUST 2006, SINGAPORE - HONG KONG - SHANGHAI Mark your diary - full details coming soon. ANNUAL DIGITAL MARKETING CONFERENCE DECEMBER 2006, HONG KONG In December, the ADMA plans to run its second annual conference. The planning committee has met and would like to request ideas for possible topics that should be covered and nominations for suitable speakers. Suitable speakers do not necessarily have to be ADMA members, but do have to be industry experts. The format of the event will be a VIP luncheon (with a keynote speaker) followed by afternoon hands-on workshops for both clients and practitioners. The workshop sessions will be 90 minutes - one to run from 2.00pm-3.30pm and the next from 4pm-5.30pm. We will include as many tracks as necessary but each track should be themed. There will then be a networking cocktail session for all attendees. We are looking for SPONSORS at various levels. Additionally we are seeking SPONSORS for: Please email the ADMA Director with suggestions for topics or speakers and offers of sponsorship. I look forward to hearing from you. The ADMA is a SUPPORTING ORGANISATION / ENDORSER for the following events: MARKETING TO YOUTHS 2006 13-14 JULY 2006, GRAND COPTHORNE WATERFRONT HOTEL, SINGAPORE This vibrant two-day ?Marketing to Youths: Expanding Market Share through Capturing the Hearts & Minds of the Trend-Setters? conference aims to sharpen your marksmanship to win approval from the young consumers. You will get immediate answers from our handpicked, street-smart 16-24 year old youths to what inspires, drives and excites their purchasing decisions. Don't miss McDonald's, MSN, Coca-Cola & Levi's, TM Net, Motorola, National Heritage Board, Adidas, etc. as they showcase how leveraging on youth culture, viral techniques, instant messaging, innovative content mediums, digital engagements, experiential connections and the mobile 3G phenomenon can maximise your youth contact points! Achieve street credibility and revitalise to forge alliances with youths! ADMA Members receive a 10% DISCOUNT to this event. iMAT 20-21 JULY 2006, SYDNEY CONVENTION & EXHIBITION CENTRE, SYDNEY, AUSTRALIA iMAT (Interactive Marketing & Advertising Trends) is Australia's largest conference and exhibition dedicated to interactive marketing and advertising. iMAT's two-day conference program includes international and Australian experts who will present over 20 seminars. Case studies and panel discussions on topics from the conceptual ? such as future trends and the effects of new technologies on consumer behaviour - to more functional issues, including media budget allocation, best practice and ROI, will arm delegates with new strategic perspectives and technical know-how for planning and deploying interactive campaigns. ADMA Members receive a 10% DISCOUNT to this event. Book and attend the session chaired by ADMA Director, Kay Bayliss. NEW MEDIA, MOBILE & E-MARKETING SUMMIT 27-29 SEPTEMBER 2006, SYDNEY, AUSTRALIA The conference will focus on the existing trends, market findings and innovative strategies, and feature best practice case studies and marketing strategies with reference to new and ongoing media and content developments. In addition, the comprehensive agenda will highlight key phases including the strategic planning and implementation of campaigns, regulation & accountability and essential metrics to measure performance. ADMA Members receive a 10% DISCOUNT to this event. ad:tech SHANGHAI 18-19 OCTOBER 2006, PUDONG SHANGRI-LA HOTEL, SHANGHAI, CHINA In 2005, over 2,000 marketing executives from brand and agency organisations throughout Asia attended ad:tech Shanghai. This year this number is expected to double as China's e-commerce activity continues to grow. This year ad:tech Shanghai promises to be a stellar event with outstanding keynotes, an explosive exposition hall and a continued tradition of heightened networking opportunities. For further information regarding exhibiting/sponsoring, attending or speaking at the 2006 event, please contact: Paul Beckley Show Director, ad:tech expositions paul@ad-tech.com Tel: +1 415 464 8510 Fax: +1 415 461 4751 Visit the Events section of the ADMA Web site for full details of all these events. Back to Top  The results of the third annual industry survey conducted by the Asia Digital Marketing Association (ADMA) were released via Media magazine in early May. The results indicate that both large and small companies are increasing their investment in digital marketing. 30% of respondents said they will spend more than 15% of their marketing budget on digital marketing. This represents an increase of 44% over 2004. Two thirds of those surveyed said that their online budgets have increased over last year, with 28% indicating they will spend between US$50,000 to US$1 million online in 2006, and a further 16% saying they will invest more than US$1 million. Click HERE to link to the results of the survey. The survey was supported by the Hong Kong Institute of Marketing, the Hong Kong Direct Marketing Association and the Association of Accredited Advertising Agents of Hong Kong. Back to Top  In July 2003, the ADMA released guidelines for digital marketing formats for use in Asia. The suggested guidelines took into account unique aspects of the Asian market situation and needs of local consumers, such as the ability to accommodate multiple languages and the deep broadband penetration in the region. The suite of ad shapes, file sizes and formats showcased effective options for marketers in an effort to make campaign planning easier with common standards for Web sites throughout the region, reaching the vast majority of all Internet users in Asia. In an ever-evolving industry, many of these sizes and formats are no longer used. Given this, the ADMA consulted with major players in the industry and has released a set of updated recommendations for use in Asia. Click HERE to link to the revised sizes. Back to Top  CHAIRS SOUGHT FOR ADMA COMMITTEES The ADMA has three (3) working committees: We are looking for Chairs for the Standards & Practices and Research Committees. If anyone would like to be considered for this role - or as a Committee Member - please email the ADMA Director with your details. ADMA CHAIRMAN HOSTS SCMP.COM MEDIA POST Join in the conversation! Visit the Media Post column on SCMP.com and be part of this blog on the latest issues in the digital marketing realm. ADMA CHAIRMAN SPEAKS VIA PODCAST While Western nations reinvest in the Internet, Asia continues to lag behind, with digital marketing making up less than 3% of media spending in this region. SCMP.com speaks with David Ketchum, ADMA Chairman, on whether regional media buyers and planners have an appropriate understanding of the advantages of online advertising and digital marketing, and how they can leverage search platforms and email direct marketing campaigns to extend brand awareness. Listen to the Podcast HERE. Back to Top  As a result of requests from Members and Email subscribers, there will be an unbiased article on a topic related to digital marketing in each eNewsletter. Thanks go to Geoffrey Handley, Director, New Business ? Asia Pacific, The Hyperfactory for the below article. THE FUTURE OF MOBILE IS NOW: The question is how to use it. In February this year, John Stratton, the VP Chief Marketing Officer of Verizon Wireless said, ?as much as 25% to 30% of the $100 billion spent each year on brand advertising will find its way onto the mobile screen?. Of course, the question is: on what? There is a well trodden path through SMS-based mobile marketing campaigns but looking into the future those sorts of campaigns will neither engage with the consumer to a sufficient degree nor justify the kind of money being discussed above. Clearly the deal breaker for mobile is going to be content; and the key for marketers is going to be making that content work for them. Easy enough to say but knowing how to harness the power of this emerging communication medium isn?t necessarily clear. And besides ? this is in the future, right? Well no, this is now. Mobile is now. Pioneering brands all over the world are succeeding in creating a meaningful, interactive connection with their audience through the mobile channel. From mobisodes to WAP sites, marketers are upping the ante from text to win competitions and using mobile to place their brand front of mind. Even in relatively simple terms there are a number of techniques marketers can use to differentiate their campaigns and ensure their success, for instance adapting ringtones and mobile wallpapers from a wider advertising campaign. Both increase the reach of an advertising campaign as well as appealing to the consumers? need to personalise their mobile phones with content that makes a statement about their likes and affiliations. Similarly, mobile advergames, a mechanism that has long been successfully used in an online environment, can provide consumers with a much sought-after form of entertainment ?on the go? while extending a brand?s marketing way beyond the boundaries of a traditional promotion. At the next level, Toyota in the US is using the mobile channel to connect with the viewers of Fox Network?s ?PrisonBreak? series. Accompanying the regular series is a back story series broadcast via mobisodes. The mobisodes are sponsored by the Toyota Yaris brand and each mobisode starts with an exclusive, made for mobile 10 second ad. For Fox this follows success with its hit series ?24? where 24 one-minute mobisodes were available for download. Right here in Hong Kong, adidas has been making its own innovations with a branded WAP site supporting its sponsorship of the +10 Global Challenge. Hosted on ?3?s network the site attracted around 85,000 hits in the few weeks it was operational. Containing exclusive made for mobile videos and animations, the site offered a high degree of interactivity and reward for the users as well as a specific call to action regarding the local +10 Challenge football game. And this is just the beginning. Big brand, wide scale campaigns featuring interactive kiosks from which you can download videos and product demonstrations are weeks not months away. Branded innovations such as animated avatars are already adding value and energy to mobile advertising campaigns. These technologies are providing engaging and relevant content; they blur the line between entertainment and education but connect the brand and its values directly with the consumer. The potential for marketers to make the most of opportunities presented by the anytime, anywhere properties of the mobile channel are essentially endless. The technology isn?t a hindrance: it?s really a case of knowing how to use it. If you would like to SUMBIT AN ARTICLE, please email the ADMA Director. Articles should be between 300-400 words. Back to Top  DOUBLECLICK DoubleClick is seeking a Rich Media Specialist. This is a mid level technical position that is responsible for maximising campaign activity to ensure high adoption/usage of DoubleClick's Rich Media product Motif through focused education from initiating client interest, demonstrating the value proposition, best practice examples / ideas, product and campaign implementation, client training to mid campaign results and optimisation coaching followed by campaign wrap-up for DoubleClick’s DART Rich Media products. Please email the ADMA Director for the detailed job desription. JOB SEEKER Rosanna Wilcox is seeking a sales, marketing or business development role in Hong Kong. She is fluent in Spanish and Italian, and speaks conversational Korean and French. Before moving to Hong Kong Rosanna spent 5 1/2 years at Intelsat in a variety of roles including product development, event marketing, sales engineering and most recently in media and broadcast sales. In the sales role, she managed broadcast clients in Asia, Latin America and North America. Rosanna was responsible for both growing new business and maintaining existing contracts. In addition, she was responsible for bringing up new services on their network as well as being a key person for service degradation issues. In 2004, total sales in Intelsat's media and entertainment unit were US$200 million. Upon moving to Hong Kong Rosanna transferred from the part time MBA program at George Washington University to the full time MBA program at HKU, which she recently completed. Rosanna is immediately available and is eleigible to work in Hong Kong. Please email the ADMA Director for a copy of this job seeker's CV. Back to Top  As you know, one of the more pressing issues facing the digital marketing industry today is the lack of information relating to Asia. It is vital to get a handle on online ad spend information for the online publishing/portal community - information that is readily available for the rest of the advertising world. As part of its committment to the industry, the Asia Digital Marketing Association (ADMA) is proactively driving forward the commissioning of a report that will provide this information. To this end, the ADMA has contacted and contracted PriceWaterhouse Coopers (PwC) to undertake all data collection on its behalf - ensuring that that any sensitive information participants may provide will be retained by a trustworthy source. In addition to being an internationally recognised company and a trusted third party, PwC is also used by the IAB for similar reports on Internet Advertsing Revenue in markets around the world. In fact, the ADMA will utilise the methodology employed by the IAB in their reports. To effectively produce a useful research report, we need support and participation. Please contact the ADMA Director if you would like to participate in this industry initiative. Back to Top |
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