ASIA PACIFIC Digital Marketing Yearbook 2010 “ Stay engaged with your customer and flexibly “ follow the trends across multiple platforms. Edited by Rachel Oliver www.asiadma.com ABOUT THE ASIA DIGITAL MARKETING ASSOCIATION The ears, eyes ❚ WHY JOIN THE ADMA? Making and voice of digital Being a member gives you access: • Unified voice for the industry to promote the use of marketing in Asia digital and the Internet (in the media and with potential customers) • Forum for standards and best practice sharing The Asia Digital Marketing Association (ADMA) • Spokespeople to represent members and respond to criticism is the voice of, and advocate for, the digital • Industry contacts and networking opportunities • Sponsorship opportunities to raise awareness of your marketing industry in Asia (excluding Japan). brand SUCCESS • Discounted rates for regional events The ADMA is guided by senior executives in the • Notification of relevant speaking opportunities industry and is charged with gaining consensus • Professional digital marketing qualifications – discounted enrolment fees for members and providing leadership on key industry issues. • Entry in the online Membership Directory and annual tangible. Asia Pacific Digital Marketing Yearbook The ADMA actively promotes the benefits of • Job matching service to help you find staff using mobile and the Internet as channels to communicate with consumers as well as lobbying ❚ HOW TO JOIN THE ADMA and public relations assistance for member Membership fees are set low enough to encourage universal membership among industry players, and taken companies. together provide sufficient revenues to underwrite regular activities. Other activities are funded by sponsorship (cash and in kind) and by charging admission fees for some The ADMA is a non-profit organisation with a events. membership base representing online publishers/ Visit www.asiadma.com/membership/join and complete the online registration form. portals, agencies, research companies, technology/ service companies and marketers/advertisers. Visit www.asiadma.com for more details. The ADMA gives heartfelt thanks all our members for their support and contributions: ADMA Patrons: Welcome to the new Fortune. Re-imagined, With unrivaled access to the world’s most ADMA Corporate members: refi ned and re-focused to deliver the insight infl uential leaders and companies. And the ad:tech, Admax Network, AGENDA Group Asia, BBE, British Council, comScore, Coremetrics, draftFCB China, Dow Jones Publishing you need now. In brief and in depth. trusted perspective you need to succeed. Company (Asia), Edipresse, Experian Hong Kong, eyeblaster, Financial Times, Google Hong Kong, Hewlett Packard, Johnson & Johnson Vision Care Asia Pacific, KatalystM, Lucini & Lucini, Mediaplex, MRM Worldwide, NDS Asia Pacific, Nielsen Online, Omnicom Group, Omniture, PGi, Publicis Modem Singapore, Pulse Mediatech, SCMP.com, Singapore Press Holdings, SingTel Digital Media (inSing), The Economist, The Hyperfactory, The Rubicon Project, The Upper Storey, TIME & Fortune, Universal McCann, Vocational Training Council, Wunderman, wwwins Isobar, ZUJI And all our Individual members. asia pacific digital marketing yearbook 1 ©2010 FORTUNE is a registered trademark of Time Inc. Fortune redesign_success_adma.indd 1 4/27/10 7:23:54 AM Contents ❚ ASIA PacIFIc 6 ❚ INDONESIa 34 ❚ SINgapORE 54 Essential reading ❚ AusTralIa 12 ❚ JapaN 38 ❚ SOUTH KOREa 58 ❚ CHINa 18 ❚ MalaYSIa 42 ❚ TaIwaN 62 Anytime, anywhere THE WORLD'S LEADING BUSINESS NEWS IN PRINT, ONLINE AND ON MOBILE ❚ HONG KONg 26 ❚ NEW ZEALAND 46 ❚ THAIlaNd 66 The Wall Street Journal Asia reaches Asia's business elite where they live, work and play by delivering unparalleled news and analysis through a variety of print, online and digital platforms. Online, The Wall Street Journal Digital Network includes an ever-growing network of Asia-specific offerings that target the region's most influential business decision makers including asia.WSJ.com, india.WSJ.com, chinese.WSJ.com and jp.WSJ.com. Digital offerings, including WSJ Mobile Reader for BlackBerry and iPhone, also continue to grow as the desire for news on-the-go inspires new technologies, expanded functionality and enhanced delivery from the world's most trusted source for global news and analysis. To find out more about integrated advertising solutions, please contact your Dow Jones sales representative at [email protected] or call: Hong Kong 852-2831 2504; Singapore 65-6415 4300; Tokyo 81-3 6269 2701. ❚ INDIa 30 ❚ THE PHILIPPINES 50 ❚ VIETNam 70 asia pacific digital marketing yearbook 3 • When it comes to making online purchases, Asians Another trend to watch is the balance of paid, owned across the board listen closely to their friends. Nearly and earned media. Paid media such as rich media, display, half (48%) of South Korean internet users said they search and sponsored content remain the dominant forms 2010: Multiple Platforms, had bought something in the past because it was of online marketing expenditure. Companies and brands either discussed or recommended by one of their continue to trust the control over the media plan and the online friends, as have 38.2% of Malaysians, 40.4% of content that paid media offers. Japanese, 42.2% of Vietnamese, 48.4% of Indonesian's Owned media such as corporate websites, brand Infinite Choices and one third of Filipinos. websites and microsites have always been an important • Mobile shopping is taking hold of the region, with nearly component of the online marketing mix. Now increasingly eight out of 10 Asian mobile users engaging in some social media such as Facebook pages and Twitter feeds form of mobile shopping activity in the past year. are being added to the mix (except in China, where they • The Koreans are the top shoppers, with 97% of internet are blocked, and marketers use other similar services). igital marketing in Asia Pacific in 2010 users say they have shopped online. These owned media feeds provide both controlled content offers an almost infinite combination of ways • Indians spent the least amount of time online of any distribution opportunities, as well as platforms for customer to engage customers, participate in their Asian nation, at 11 hours per month. and community interaction. communities, sell them products and services, • 63% of Singaporeans online watch TV at the same The dynamics of earned media are different, when and build brands and corporate reputations. time. customers become the channel, and brands have no control DContent can be highly personalised, relevant • Japan leads the pack with mobile social media – more of what is said or shared. However, when brands get and localised deeply to take into account than 75% of social network users only access the sites positive word of mouth from earned media, it is credible factors such as language, location, time of via their mobiles. and powerful. Earned media, and to some extent the social day, past behaviour and stated preferences. • The Filipinos lead the world in SMS, with two billion text media aspects of owned media, have more in common with The range of available media is staggering, messages sent every day. public relations than traditional advertising. value-priced, and offers exceptional • Hong Kong people take the instant message crown, After we waded through terabytes of statistics on targeting. And this year the true "internet spending twice as much time IM'ing as anyone else in platform usage, media consumption, and broadband and experience in the palm of your hand" is now the region. mobile penetration in order to compile this Yearbook, available in many urban centres across the • More than half the Asia Pacific region's online population it's easy to see why some marketers lose sight of their region, thanks to the spread of smartphones, 3G is Chinese, but they are the least prolific users of search customers and become pre-occupied with the technology. networks, and the applications that run on them. in Asia Pacific. Our hope at the Asia Digital Marketing Association is that There is a battle of epic proportions going on to • Australians spend more time on social networking this Yearbook helps you get beyond facts and figures, and determine which platforms will host the majority of online sitesthan anyone else in the world (seven hours a provides you insights that will make you a better and more users' activities. The days when a portal was a web month) and 27% of all Australians blog. successful marketer. user's main access point to the internet are long over, At the end of the day, there really is no such thing as a but it's not yet clear what will take its place. Will the Online advertising spending has rebounded, following digital strategy, just solid marketing strategies that happen future be driven by search? Social networking? Mobilility? recovery from the recession, and continues to grow. to use digital channels. No one has a crystal ball into what A device? An application? A browser? Microblogging? However, there is no consistent pattern across the region. devices, applications, web services, and sites tomorrow's Google, Facebook, Twitter, Apple, Microsoft, Skype In 2009, Japan's online ad revenue grew just 1.2% over customer will use, so stay engaged with your customer and and Yahoo! are just a few of the international players 2008, but hit a milestone: more money was spent on online flexibly follow the trends across multiple platforms. experimenting with different mixtures of applications, media than on newspaper advertising for the first time. In content and devices in their quest to be dominant. And Last year it seemed that social networking – and more China in 2009, 16.69% of all ad spend was online. Contrast David Ketchum is Chairman, Asia Digital Marketing in Asia Pacific, some world-class companies are looking particularly Facebook – might take over as the dominant this statistic with the Philippines, where just 1% of total Association and President of Bite Communications, to meet local needs or expand globally, such as Alibaba, "operating system" of the internet.