singapore market overview digital publishers workshopv1
DESCRIPTION
Mathew Ward, MD Admax Network Singapore share an Overview of Singapore Digital Media on Admax Network Digital Publisher Event which include Singapore Internet users/Time Spend,Ad Spend and Online Ads Trend for 2010.TRANSCRIPT
Digital Publishers Workshop1 December 2009Grand Mercure Roxy, Singapore
Growth in Singapore Internet Users in 2009
Source: comScore MediaMetrix, June 08 vs June 09
June 2008 June 2009
2,3102,636
Unique Visitor ('000)More than 2.5 million
Singaporeans went online
from home and work,
spending about 21 hours
per person
Source: comScore
Internet is Crucial to Reach Specific Target Audiences
Internet -16.7 Hrs
32%
TV - 17.4 Hrs35%
Newspapers -3.9 Hrs
7%
Magazines -3.8 Hrs
7%
Radio -9.9 Hrs
19%
Time Spent on Various MediumsAge 15-24
Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand
Universe (Sample): Total population aged 15-24 (Australia 18-24) – 3,8807,053 (2,610)
Source: Synovate AsiaBUS Survey June/July 2007
Internet usage almost matches TV for
audiences 15-24 years old
Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, ThailandUniverse (Sample): Total population aged 25-34 – 42,332,569 (3,059)Source: Synovate AsiaBUS Survey June/July 2007
Internet usage surpasses TV for
audiences 25-34 years old
Internet -18.5 Hrs
34%
TV - 16.9 Hrs32%
Newspapers -4.2 Hrs
8%
Magazines -3.0 Hrs
6%
Radio -10.5 Hrs
20%
Time Spent on Various MediumsAge 25-34
Internet is Crucial to Reach Specific Target Audiences
33.86%39.43%
5.48% 7.04%
0.76%
10.10%
1.71% 1.63%
Yet, digital spending is small relative to TV in Singapore…
Source: Nielsen AIS, 2008 and Yahoo!-Nielsen “Online Industry Review” 2009
Singapore Ad Spend in 2009
Estimated 3.34% of ad spend
budget on digital in 2009
#1 Trends for online advertising in 2010
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Aided Brand Awareness
Online Ad Awareness Message Association Brand Favourability Purchase Intent
Rich Media with Video Rich Media w/o video GIF/JPG Simple Flash
Rich media with Video will be important to execute more effective branding campaigns
Source: Dynamic Logic MarketNorms®, 2008. Fixed frequency level of 1. Campaigns using GIF/JPG N=33-52, Rich Media with Video N=37-47, Rich . Media Non-Video N=193-275, Simple Flash N=262-344
#2 Trends for online advertising in 2010
Expandable Banner with and without video produces better performance overall than normal rich media banners
Source: Eyeblaster Research. Data: Q4 ‘08 to Q3 ’09Dwell Rate – The number of impressions that were dwelled upon out of total impressions. Dwell is defined as an active engagement with an ad. It includes positioning the mouse over an ad, user-initiation of video, user-initiation of an expansion, and any other user-initiated Custom Interaction. Unintentional Dwell, lasting less than one second, is excluded.
Visiting Social Sites:
4th
most popular online activity –Ahead of personal email
(Nielsen, Global Faces & Networked Places, 2009)
(Nielsen, Global Faces & Networked Places, 2009)
#3 Trends for online advertising in 2010
The rise of Social Media
Please contact us for more information:
Singapore16, Raffles Quay,
#33-08, Hong Leong BldgSingapore 048581
Tel: +65-6532-2507
Thailand1-7 Zuellig House Unit 1, 5th Floor
Silom Road, Silom, Bangrak, Bangkok, Thailand 10500
Tel: +66-6360-7206
Vietnam4 Nguyen Thi Minh Kai
4th Floor, District 1Ho Chi Minh City
Vietnam
Tel: +84-8404-6324
IndonesiaMenara Karya 28th Floor
Jl. H.R Rasuna Said Block X-5Kav. 1-2 Jakarta 12950
Indonesia
Tel: +62 (0)21 5789-5837
Philippines18/F Tower 2,
The Enterprise Center6766 Ayala Avenue
Makati City 1200 Philippines
Tel: +632-856-5616
MalaysiaLevel 16, 1 Sentral,
Jln Sentral 5, KL Sentral,50740 Kuala Lumpur
T: +6 03 2092 9370F: +6 03 2092 9201
Mathew WardManaging Director
CONFIDENTIAL Copyright © 2008 Admax Holdings Limited. All rights reserved.