Professional Documents
Culture Documents
ASIA PACIFIC
Digital Marketing Yearbook
www.asiadma.com
voice of digital
Being a member gives you access:
marketing in Asia
• Unified voice for the industry to promote the use
of the Internet (in the media and with potential
customers)
• Forum for standards and best practice sharing
Spokespeople to represent members and respond
The Asia Digital Marketing Association to criticism
(ADMA) is the voice of, and advocate for, • Action-oriented committees to drive agendas
• Events & training (speaking and networking
the digital marketing industry in Asia opportunities)
(excluding Japan). The ADMA is guided by • Case studies and helpful data
• Standardisation of practices
senior executives in the industry and is • Professional code of conduct
charged with gaining consensus and • Industry contacts
• Regular eNewsletter
providing leadership on key industry issues. • Entry in the online Membership Directory
The ADMA actively promotes the benefits of • Access to the Members’ only section of the ADMA
Web site that allows you to share information with
using mobile and the Internet as channels other members and post company information,
to communicate with consumers as well as news, events, case studies, research papers, job
vacancies and tips.
lobbying and public relations assistance for
member companies. How to join the ADMA
Membership fees are set low enough to encourage
universal membership among industry players, and
The ADMA is a non-profit organisation with a taken together provide sufficient revenues to
underwrite regular activities. Other activities are
membership base representing online funded by sponsorship (cash and in kind) and by
publishers / portals, agencies, research charging admission fees for some events.
Yahoo! Asia
ADMA Corporate members:
Adsperience, AGENDA Corporation, Axonus Asia, G2 Interactive, Google, HSBC Direct, The Hyperfactory, ICLP,
Ion Global, Johnson & Johnson Vision Care Asia Pacific, OgilvyOne, Omniture, Premiere Global Services,
Profero, SCMP.com, Think Partnership, Tribal DDB, WebDNA Interactive and ZUJI.
Australia 5
China 8
Hong Kong 12
India 15
Indonesia 18
Japan 18
Malaysia 22
Philippines 24
Singapore 25
South Korea 28
Sri Lanka 30
Taiwan 31
Thailand 33
Vietnam 35
B
B yy DD aa vv ii dd KK ee tt cc hh uu m
m in Hong Kong, mobile Internet marketing in China;
and online communities and communication in India
2007 will be remembered as the year the balance and Australia.
tipped. For the first time, Asia Pacific takes the
global lead in some key aspects of the digital As would be expected from the year Time magazine
marketing mix. named “you” as the person of the year, user-
generated content and the realisation that the
Both the total number of broadband users and consumer is in control have dominated the
market penetration is highest in Asia Pacific. The strategies of marketers (according to new research
region boasts the largest number of Internet users, from Microsoft, nearly 50% of Asia’s Internet users
surpassing the US and Europe. According to the have their own blog). That being said, search is still
latest data from Internet World Stats, 36% of the an evolving game changer, and email and rich
world’s online population now live in Asia. media remain strong. Asia Pacific still posts the
highest email open rates in the world at 30.1%
Mobile penetration remains higher than anywhere (source: Epsilon International, Email Trends Update
else in the world. According to Informa, Hong Kong, and Benchmark Data Q3 2006 APAC), and
Australia and Taiwan are the world’s top three broadband is fueling rich media innovation.
markets in terms of penetration - the first two with Interactive games continue to grow in popularity -
rates exceeding 100%. And for the first time the In-Stat predicts the region’s online games revenues
number of Asian users accessing the Internet over will hit US$6.8 billion by 2010 - with online
their mobile phones exceeds the entire Internet gambling also on the rise. Mobile and multimedia
connected population of the US. continue their relentless growth, with lots of
excitement and creative activity while still
Asia is driving the digital marketing industry too. comprising a relatively small piece of the pie.
Merrill Lynch predicts that global online ad spend
will reach US$14.5 billion in 2007. That represents Speaking of pies, despite 30+ % annual growth
an increase of 24% from 2006 - and Asia will be the rates, digital marketing still captures only about 3%
driving engine. The highest growth rates for 2007 of all advertising dollars in the region. This is in part
are predicted to come from China (50%), Australia due to the fact that total media revenue including
(42.6%), South Korea (30.5%) and Japan (30%). traditional outlets is also growing, and from a far
larger base than online and mobile. Still, 3% seems
But the passing of the torch to Asia Pacific is not remarkably low, considering that the Web is among
just about statistics and the growth of the Web – the top three consumed media types (right up there
the region is also at the leading edge of many with TV, print and outdoor) in most markets in the
technologies and marketing techniques, and region. Especially within younger demographics,
showing bursts of creative work on par with that users spend the majority of their media time online
found anywhere. From the earliest days of the and on the mobile, often while simultaneously
Internet, Asia Pacific needed to look to the West to consuming other media.
find best practice and fresh ideas. Now the level of
the bar internationally is being set in the region. That being said, ZenithOptimedia predicts that
Some examples: Japanese e-commerce; Korea come 2008, Web-based advertising will represent
social networking and viral marketing; 3G and IPTV more than 10% of total ad spend in eight new
the Asia Pacific region still has issues that threaten China 111.0 133.5 156.2 181.2 206.6 227.3 245.5
the relevance of the medium. After a decrease in % 8.5% 10.2% 11.8% 13.6% 15.4% 16.9% 18.1%
study by Symantec revealed that the nearly 70% of % 67.9% 70.5% 72.7% 74.2% 75.3% 76.2% 77.3%
(Source: eMarketer)
all emails that come from Asia turn out to be spam,
or unsolicited ads. Not only that, but more than
20% of all malicious activities on the Web in 2H Top 20 Countries - Internet Users
2006 came from the Asia Pacific region too. Country No. Users % Penetration % Total
1. United States 211,108,086 69.9 % 18.9 %
Despite these threats, which are by no means 2. China 137,000,000 10.4 % 12.3 %
3. Japan 86,300,000 67.1 % 7.7 %
unique to the region, the year the balance tipped
4. Germany 50,471,212 61.2 % 3.6 %
offers unprecedented business opportunities for
5. India 40,000,000 3.5 % 3.6 %
marketers and advertisers, and the entire digital 6. United Kingdom 37,600,000 62.3 % 3.4 %
marketing “ecosystem” of portals, mobile operators, 7. Korea (South) 34,120,000 66.5 % 3.1 %
communications service providers, games and 8. Brazil 32,130,000 17.2 % 2.9 %
entertainment companies, handset manufacturers, 9. France 30,837,592 50.3 % 2.8 %
10. Italy 30,763,848 51.7 % 2.8 %
interactive agencies and the rest.
11. Russia 23,700,000 16.5 % 2.1 %
12. Canada 22,000,000 67.8 % 2.1 %
The Asia Digital Marketing Yearbook brings together 13. Mexico 20,200,000 19.0 % 1.8 %
the most up-to-date and freely available data on 14. Spain 19,765,032 43.9 % 1.8 %
Asia’s online population. In essence, we tell you 15. Indonesia 18,000,000 8.0 % 1.6 %
who they are and how they spend their time online. 16. Turkey 16,000,000 21.1 % 1.4 %
17. Vietnam 14,913,652 17.5 % 1.3 %
And where possible we have shown you examples
18. Australia 14,729,191 70.2 % 1.3 %
of online advertising campaigns that have worked
19. Taiwan 14,500,000 63.0 % 1.3 %
well with Asia’s online population. 20. Argentina 13,000,000 34.0 % 1.2 %
TOP 20 Countries 867,138,708 20.8 % 77.8 %
We would like to thank all of our members and Rest of the World 247,135,718 10.3 % 22.2 %
those companies and organisations that provided Total World - Users 1,114,274,426 16.9 % 100.0 %
(Source: Internet World Stats, 10 March 2007)
information and insight.
40
Male 58% 31% 67%
Female 55% 28% 65%
30 Age 15-17 80% 4% 93%
20
18-24 68% 28% 85%
25-34 66% 45% 82%
10 35-44 67% 40% 77%
0 45-54 63% 40% 69%
2006 2010 55-64 48% 25% 54%
(Source: eMarketer) 65+ 18% 3% 19%
Total 57% 29% 66%
In 1998, only a third of households with PC access (Source: Australian Bureau of Statistics)
had access to the Internet. In 2005-06, this stood
at 86%, representing 4.7 million households.
(Source: Australian Bureau of Statistics) E-commerce
Total online spending in Australia totalled
In 2005-06, 66% of the population 15 years and AUD$11.35 billion in the 12 months to June 2006.
older used the Internet – as did 89% of 12-to-14- That’s around $1,900 annually per shopper.
year-olds, 76% of 9-to-11-year-olds and nearly (Source: ACNielsen)
40% of 5-to-8-year-olds.
(Source: Australian Bureau of Statistics) The number of Australian consumers shopping
online jumped by 13% in the past year to 5.9
There has been a 70% growth of mobile phones million people. Of these online shoppers, 51% had
with Internet access in Sydney in the past two years. made repeat purchases, 53% had purchased airline
(Source: Synovate) tickets, 47% had paid for accommodation and 38%
had purchased concert/event tickets online.
Internet Users and Penetration in Australia (Source: ACNielsen)
2005-2011 (millions and % of population)
Year Total % Of all international tickets issued by ZUJI in
2005 12.5 million 62.2% Australia in Q3 2006, 54% of them were e-tickets.
2006 13.1 million 64.5% (Source: ZUJI)
2007 13.6 million 66.7%
2008 14.0 million 68.0% ACNielsen recently asked consumers what helped
2009 14.4 million 69.2% their final decision when it came to purchasing a
2010 14.8 million 70.8% variety of products. ‘Searching the Internet’ was the
2011 15.3 million 72.5% most popular decision influencer for Australian
(Source: eMarketer) consumers when it came to purchasing holidays
30
Value-Added-Services used by Mobile Users*
Service %
Text Messaging/SMS 69
20
Competition via SMS/text 13
Photo/video messaging/MMS/PXT 13
10 Photo messaging/PXT 13
Downloading ringtones 8
0 Listening to radio 7
(Source: Nielsen//NetRatings, June 2006. *in the past 3 months)
Ticketmaster
eBay
Virgin Blue
Qantas
Ticketek
Amazon
Jetstar
Online Advertising
The Australian online advertising market grew
61.5% in 2006, generating AUD$1 billion in
revenues. In the six months to 31 December 2006
60 % online advertising spend totalled $580 million, a
62.5% increase on the corresponding 2005 period.
50 (Source: Audit Bureau of Verification Services)
Virgin Blue
Qantas
Ticketek
Amazon
Jetstar
508%
60 Internet was the most effective in “delivering
40 GROWTH information” and “being a source of entertainment”.
The Internet was not seen as being the most
20 effective in “supporting purchase decisions”,
0
“arousing interest” or “drawing attention”.
2000 2006 (Source: Synovate)
The number of short message service (SMS) users Out of all Chinese mobile Internet users, 72.2% of
in China is expected to reach 360 million by 2008, them use their mobile phones for sending or
with an expected market value of RMB37 billion. receiving email; 30.9% for reading news and
(Source: Analysys International) information; 19.4% for downloading ringtones,
movies and games; 6.3% for logging on to
Email is an important tool for collecting opinions communities; 5.3% for their banking; 2.6% for
from peers regarding purchase decisions. 75% of their own blogs and 2.3% for watching online
Hotmail®/Windows Live Mail users in China discuss videos.
music (MP3s, CDs, etc) via email prior to purchase; (Source: CNNIC, January 2007)
Online services
Communication services
Consumable electronics
Financial services
Food and beverage
Medical services
Garments
IT products
Traffic
Hong Kong Internet users on average spend 1.4 44% of international air bookings made on ZUJI
hours per day checking their email; one hour a day Hong Kong are made within two weeks of travel.
on online community activities; and three hours a (Source: ZUJI)
day on instant messaging applications.
(Source: Synovate) 80% of international e-tickets issued by ZUJI are
for travel from Hong Kong.
In a survey regarding the consumption of news, (Source: ZUJI)
Hong Kong respondents said that when a major
disaster or news story breaks, only 8% of them Out of the Hong Kong Internet users who download
turn to the Internet, compared to 71% which turn music online, 75% of them don’t pay for it.
to the TV. In the past week 52% of them had read (Source: Synovate)
the weekend newspapers for over an hour; 19%
had gone online to read a blog; 8% had received According to a 2005 ACNielsen survey, favourite
news on their mobiles; 14% had emailed some items or services for Hong Kong online shoppers
interesting news to a friend; 13% had received a included books (35%), event tickets (23%),
regular, subscribed to news email; and 8% tours/hotels reservations (19%) and airline/tickets
accessed a news Web site that they had paid to use reservations (16%). The same survey indicated that
or subscribe. the majority of Hong Kong online shoppers used
(Source: Synovate) credit cards to settle payment for their online
8,566,358
6,070,849
5,633,647
Singtao.com
1,818,877
1,543,438
Uwants.com
1,309,419
ETNet
1,224,312
Ming Pao Online
10,821,396
Orisun.com
SCMP Online
30
In 2006, there were 2.3 million broadband
20
households in India, representing 1.2% of all online
households. 10 1.8% 2.3% 2.9% 3.6% 4.3% 5.1% 6.0%
(Source: eMarketer) 0
2005 2006 2007 2008 2009 2010 2011
In June 2006, India passed Japan as the second
largest mobile services market in Asia Pacific in (Source: eMarketer)
terms of subscribers, after China. India currently
has 142.7 million mobile subscribers - which is only Active* Internet Users by Weekly Usage
a mobile penetration rate of 13%. Usage 2004 2006
(Source: eMarketer) Light (less than 120 mins) 54% 28%
Medium (121-450 mins) 23% 31%
The percentage of light Internet users are on the Heavy (450+ mins) 20% 38%
decline in India, dropping from 63% in 2001 to Total (average hours) 6.1 8.2
26% in 2006. (Source: eMarketer, Internet and Mobile Association of India, *used in the
(Source: G2 Interactive) past month)
3 months 16%
Visited blogging/social networking 50
Web sites in past 3 months 9%
40
(Source: Synovate AsiaBUS Dec 2006 Survey commissioned by Microsoft
Digital Advertising Solutions. All people aged 15-64)
30
20
10
Medium
0
Radio Internet Press TV Cinema
(Source: eMarketer)
community. 50
(Source: Internet World Stats)
40
GROWTH
Internet Users by Access Platform 40
Device million 30
Mobile devices 69.2
PC 66.0 20
Around 80% of Metro Manila Internet users access In a survey that asked: “Have you ever used an
the Internet from their homes and 48% of them online personal ad or online dating service to meet
use prepaid Internet cards to access the Internet. a potential romantic interest?”, a resounding 77%
(Source: Digital Filipino) of respondents said “No”.
(Source: Synovate)
The prepaid Internet market is worth 818 million
pesos (US$17 million). Top prepaid ISPs: ISP In 2005, mobile users in the Philippines sent an
Bonanza, Bl@st, Go, and SurfMaxx. average of 250 million SMS text messages every day.
(Source: Digital Filipino) (Source: National Telecommunications Commission)
There are currently a total of 4.72 million mobile Survey on Infocomm Usage in Households and by Individuals)
Nearly 100% of South Korean Internet users have 53.5% of online users spend more than 10 hours a
Internet access at home, according to the South week online; and 24.8% of them spend 4-10 hours
Korean Ministry of Information and Communication. a week online.
(Source: eMarketer) (Source: Yahoo! National Internet Development
Agency, July 2006)
eMarketer estimates that by 2011, 77% of the
population in South Korea will be Internet users, up There has been a 34% growth in the number of
from 67.9% in 2005. mobile phones with Internet access in Seoul. 11%
of mobile users in the capital use their mobile
In 2006, there were 12.7 million broadband phones to do their personal banking; while only 6%
households in South Korea, representing 78.8% of use them to search for information online.
all online households. (Source: Synovate, PAX-Pan Asia Pacific Cross
(Source: eMarketer) Media Survey 2006)
More than one-third of 3-year-olds in South Korea In a survey that asked: “Have you ever used an
are Internet users; nearly two-thirds of 5-year-olds online personal ad or online dating service to meet
are Internet users. And 90% of all South Koreans a potential romantic interest?”, a resounding 88%
under 40 are Internet users. of South Korean respondents said “No”.
(Source: eMarketer) (Source: Synovate)
Sri Lanka currently has just 280,000 Internet users, Sri Lanka’s Mobile Subscribers 2000-2006
representing 1.4% of its population. That does
represent, however, a growth rate of 130.5% 6 Million
Subscribers
against 2000 where there were only 121,500 people
online. Sri Lanka’s Internet users represent 0.1% of 5
10 2. Wretch.cc
3. PC home [Taiwan]
0
4. Yam
5. Gamer.com.tw
Web surfing
Information search
Online game
Downloading software
Newsgroups
Online banking
Watching videos
Chat/ICQ
Downloading music
Online shopping
Online radio
Watching TV
8
User Behaviour
7 Thailand’s Internet users on average spend 1.7
6 hours per day checking their email; 1.5 hours a day
on online community activities; 3.5 hours a day on
5 instant messaging applications; and 3.3 hours on
4 266% other Internet activities.
(Source: Synovate)
GROWTH
3
There were about 570,000 broadband subscribers in In a survey regarding email etiquette, in reply to
Thailand in 2005 and 3.18 million broadband users. the question: “which is the most impolite email
That works out at about five users per subscription habit?”, 46% of Thai respondents said “sending
to ADSL. chain emails”, while only 11% said “using a PDA
(Source: Bangkok Post) while out with others”.
(Source: Synovate)
The PC penetration rate in Thailand is around 15%
- but for mobile phones the penetration rate is In a survey regarding the effectiveness of different
closer to 50%. It is forecast that new mobile phone mediums, Thai respondents said they found the
sales will account for 8-10 million units in 2007, Internet was the most effective in “delivering
with 1-2 million of these expected to be so-called information” and “supporting purchase decision”.
“smart phones”. They did not regard the Internet as being the most
(Source: Bangkok Post) effective medium in “arousing interest”, “being a
source of entertainment” or “drawing attention”.
Local mobile data consumption, led by music (Source: Synovate)
downloads and Internet access, registered
skyrocketing growth in the Q1 2007. The emerging E-commerce
non-voice communications market in Thailand is According to a recent survey, there has been a 87%
expected to grow by 40% this year in a market growth in the number of mobile phones with
worth more than 26 billion baht (US$798 million). Internet access in Bangkok over the past two years.
(Source: Bangkok Post) According to the same survey, 7% of mobile users
Demographics E-commerce
There were an estimated 14,913,652 Internet users Vietnam’s online travel market is expected to grow
in Vietnam in January 2007, representing 17.5% of by a rate of 202.8% from now until 2010.
the population. Vietnam has shown incredible (Source: Euromonitor)
growth rates of 7,356.8% since 2000 when it had
only 200,000 Internet users. Vietnam’s Internet 45% of households in Vietnam have PCs, compared
users represent 3.7% of Asia’s online population. to 41% in 2005; and 72% of households have a
(Source: Internet World Stats) mobile phone, up from 69% in 2005.
(Source: ACNielsen)
The number of Internet users in Vietnam is forecast
to increase to around 30 million, according to the 10% of households across Vietnam are predicted to
Ministry of Posts and Telecommunications. make their purchases online by 2010.
(Source: VietnamNet) (Source: NhanDhan)
The government has announced plans to increase Internet Usage, by Activity, Age
the Vietnam’s Internet penetration rate to 35% by Activity 18-30 41-50
2010 - and will invest VND100.5 trillion (US$6.3 Chatrooms 72% 43%
billion) by 2010 to meet its target. News/current affairs 63% 81%
(Source: Internet World Stats) Play games 57% 14%
Email 38% 34%
In the last three years, Vietnam’s mobile phone Watching movies 33% 0%
market has boomed, exceeding the economy’s 8% Study/homework 15% 3%
average growth rate. The number of subscribers Work 14% 27%
increased by 7 million - a 70% jump - last year to Dating online 11% 0%
reach 17 million people. Prediction: Vietnam will Job search 5% 0%
have 46 million mobile users by 2010, growing at a Listening to music 3% 0%
rate of 270% from today’s level. Shopping online 3% 3%
(Source: Wireless Asia) Checking the weather 2% 2%
(Source: ACNielesen, Uses of the Inetrnet in HCMC and Hanoi)
Vietnam will see an GDP growth of 16% due to the
growing ubiquity of mobiles in the next four years. Online Advertising
(Source: Wireless Asia) Online advertising revenues in Vietnam are
estimated to reach US$4 million at the end of 2006,
Vietnam’s Internet Users a US$2.1 million year-on-year increase from 2005.
Characteristics % (Source: VietnamNet)
Male 41%
Female 24% The 2005 turnover from online advertising was
18-30 53% VND60 billion (US$3.7 million) - 0.5% of the market
31-40 23% value of Vietnam’s domestic advertisement market.
42-50 10% (Source: VietnamNet)
Access Point
At Internet café 3% The online advertising market is estimated to grow
At work 15% at a rate of 70-100% by 2010, with expected
At home 31% revenues of VND500 billion (US$31 million).
Internet service 50% (Source: VietnamNet)
Usage a week
Less than 30 min 13% Top Web Sites
31-60 min 40% 1. Yahoo!
1-2 hours 22% 2. Google.com.vn
2-3 hours 15% 3. VnExpress
3-4 hours 4% 4. Bao Khuyen hoc & Dan tri Online
4-5 hours 1% 5. 24h.com.vn
(Source: ACNielsen Omnibus, Internet Usage in HCMC and Hanoi) (Source: Alexa.com, April 2007)
Cindy Burke, Account Manager, Asia Pacific markets and growth. To address
BOARD LEVEL MEMBERS CORPORATE MEMBERS
Rob Stanley, Regional Director, Asia emerging new business areas in the
Winnie Wong, Senior Marketing Manager, Mobility era while continuing to grow its
Asia Pacific leadership in mobile voice
communications, Nokia has four business
Epsilon International is a leading provider groups to best meet the unique dynamics
of strategic, ROI-focused email of each business: Mobile Phones;
communications solutions and marketing Networks; and Enterprise Solutions.
Cathay Pacific Airways Adsperience
automation technologies worldwide.
www.cathaypacific.com www.adsperience.com
Through its combination of innovative
Tel: +852 2747 3840 Tel: +852 2581 2919
technologies, professional services and
vertical market expertise, Epsilon
Main Representative: Harjeet Virdee, Main Representative: Terry Iu, Business
International helps marketers acquire,
Commercial Manager, e-Business Development Manager
grow and retain profitable customer
Department
relationships through highly relevant and Orbit Media
Dominic Purvis, General Manager, Cathay
personalised email communications. The www.orbitmedia.com.au
Pacific Loyalty Programmes
company’s end-to-end suite of industry- Tel: +61 2 9957 6533
specific products and services includes
Cathay Pacific Airways is an international
scalable email campaign technology, Main Representative: Paul Campbell,
airline registered and based in Hong Kong,
delivery optimisation, marketing Managing Director
offering scheduled cargo and passenger AGENDA Corporation
automation tools, turnkey integration
services to over 90 destinations around www.agenda-asia.com
solutions, strategic consulting, and Orbit Media Australasia (“OMA”) is a digital
the world. We are deeply committed to Tel: +852 2298 3888
creative expertise to produce email media group that provides expertise in the
Hong Kong, where the Company was
programs that generate measurable results creation, production and delivery of
founded in 1946. We continue to make Main Representative: Magdalena Wszelaki,
throughout the customer lifecycle. interactive and online media. Founded in
substantial investments to develop Hong Regional VP, Strategic Planning
1996, OMA is owned by an experienced
Kong’s aviation industry and enhance Steve Hsia, Group CEO
group of marketing professionals, who are
Hong Kong’s position as a regional Eric Ng, Chief Innovation Officer
supported by highly skilled people in
transportation hub. In addition to our Clement Yip, Chief Creative Officer
Australia, Hong Kong, China, Korea and
fleet of aircraft, these investments include
the United States to service a client base
catering, aircraft maintenance and ground
throughout the Asia Pacific region. OMA
handling companies, as well as our
creates interactive sales, marketing and
corporate headquarters at Hong Kong
Microsoft Digital Advertising training products, builds sophisticated Web
International Airport.
Solutions sites and intelligent online marketing tools
www.advertising.microsoft.com/asia/home integrated with content management
Tel: +852 2804 4281 systems. We invest heavily in our
Axonus Asia
knowledge by employing specialist people
www.axonusasia.com
Main Representative: Gina Hertel, Regional of various skills and disciplines to maintain
Tel: +852 2521 5455
Director of Marketing for Asia Pacific, our competitive edge.
Greater China, and Japan
Main Representative: Jay Jhaveri,
Karen Chia, Head of Multinational Sales,
DoubleClick International Asia Managing Partner
Asia
www.doubleclick.net Alastair Monteith-Hodge, Managing
Gregg Albright, Sales Directory, Asia Pacific
Tel: +852 3760 1888 Director, Momentum 54 Strategic
Communications
Microsoft has built its business on an
Main Representative: Jayne Leung, Anthony Pettifer, Managing Partner,
understanding of consumers’ changing
Regional Director, Asia Brandstorm
relationship with technology. Now it is Upstream Asia
Nicole Chou, Account Director, Asia Kingsley Smith, Managing Director, MDA -
putting the full breadth of that www.upstreamasia.com
Andrew Wong, Rich Media Sales Management Development Asia-Pacific
understanding at the service of Tel: +852 2973 0222
Consultant
advertisers. Microsoft Digital Advertising
Solutions offers a range of deeply targeted Main Representative: David Ketchum,
DoubleClick provides tools and know-how,
channels that reach across every element Chief Executive Officer
which enable marketers, agencies and
of the emerging digital lifestyle. With Paul Mottram, Chief Operating Officer
publishers to make their marketing work
consumers now connecting to the Internet
better in an integrated, multi-channel
at all times, for many different reasons, Upstream is a full service marketing and
world. In Asia Pacific DoubleClick has
and through various devices, Microsoft’s corporate communications network ideally
offices in Hong Kong, Beijing, Sydney and
unbeatable reach and service are the keys positioned to help companies make the
Singapore as well as channel partners in G2 Interactive
to establishing an ongoing dialogue. most of business opportunities in the Asia
Tokyo and Seoul. G2 Interactive
Pacific region. Our clients look to us to
www.g2.com
create and manage multi-disciplinary
Tel: +852 2510 6888
campaigns, and we provide a full range of
off and online communications solutions,
Main Representative: Huen-yee Lee,
including strategic public relations
General Manager
counselling, media relations, event
Susan Reingold, VP, Corporate
management, digital marketing and Web-
Development & Communications, Asia
Nokia based communications services. Upstream
eBay Pacific, Grey Global Group
www.nokia.com primarily works with clients in three
www.ebay.com.hk
Tel: +65 6723 2323 sectors: technology/ media/
Tel: +852 3550 8511
telecommunications; consumer/ lifestyle/
Main Representative: Ruhne Fiala, travel; and corporate and financial.
Main Representative: Kerry Wong,
Marketing Director, Nokia Multimedia, Asia Yahoo! Asia
Managing Director, Hong Kong
Pacific http://advertising.yahoo.com
Ben Grubbs, Marketing Director, Hong
Jawahar Kanjilal, Director, Multimedia Tel: +852 2882 3899
Kong Google
Experiences, Nokia Asia Pacific
www.google.com
Alison Tan, Campaign Manager, Multimedia Main Representative: Ivy Wong, Senior
Founded in September 1995, eBay is The Tel: +852 2166 8702
Marketing, Asia Pacific Director, Asia Pacific Sales
World’s Online Marketplace for the sale of
Yoong Leong Yan, Senior Manager, Music William Woo, Senior Manager, Asia Pacific
goods and services by a diverse Main Representative: Derek Callow,
Experiences, Multimedia Experiences, Asia Sales
community of individuals and small Marketing Manager, HK & SE Asia
Pacific
businesses. Today, the eBay community
A leading player in mobile communications Yahoo! is a leading global Internet brand
includes more than a hundred million
in the Asia Pacific, Nokia first started and one of the most trafficked Internet
registered members from around the
operations in the region in the early destinations worldwide. Yahoo! seeks to
world. People spend more time on eBay
1980s. It has since established a leading provide online products and services
than any other online site, making it the
brand presence in many local markets, essential to users’ lives, and offers a full
most popular shopping destination on the
and business has expanded considerably range of tools and marketing solutions for
Internet.
in all areas to support customer needs and businesses to connect with Internet users
the growth of the telecommunications around the world.
HSBC Direct
industry in the region. Nokia’s regional
www.hsbcdirect.com
corporate headquarters is located at
Tel: +852 2822 3341
Alexandra Technopark in Singapore. As
the regional hub for Nokia, it is a base
Main Representative: Rose Leng, Head of
from which over 700 staff provide leading-
Direct Propositions
edge technology, product and solutions
Epsilon International Mike Zung
support to the 20 diverse markets and
www.epsilon.com/international
Nokia offices in the Asia Pacific. As of
Tel: +852 3589 6308
January 2004, Nokia streamlined its global
organisational structure to strengthen its
Main Representative: Dominic Powers,
focus on convergence, new mobility
Managing Director, Asia Pacific
The ADMA has research, guidelines and case studies available for download on its Web site. Visit us at
www.asiadma.com where you can subscribe to our eNewsletter; keeping you appraised on digital
marketing – from events around the region related to digital marketing to informative articles on
the industry to online research being undertaken.