This document summarizes the key findings from ADMA's 4th Annual Digital Marketing Survey for Asia Pacific. The survey received 108 responses from marketers in September 2007. It found that 87% of respondents indicated that digital marketing is part of their marketing strategy, an increase from previous years. Additionally, 39% of respondents planned to spend over 15% of their ad budget on digital marketing, a 16% increase from 2006. Most marketers continue to increase their budget allocation to digital marketing each year. The document provides an overview of trends in mobile, online games, and video marketing in the region.

1. ADMA’s 4th Annual Digital Marketing
Survey for Asia Pacific
30 November 2007
Supporting Organisations
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2. Background
This is the fourth year that ADMA is running this survey. The
survey’s purpose is to establish the state of digital marketing in
Asia Pacific.
Invitations were sent out via emails to a pre-qualified list of
respondents who had opted-in to receive communications.
The sample size of the survey was 108 respondents and the survey
was conducted in September 2007.
Data contained in this presentation should be used as indicative as
the sample is not weighted nor projected to a universe.

3. 13%
87% 87%
Yes No
indicated that digital
marketing is part of their
marketing strategy
(87% in 2006, 82% in 2005 , 77% in 2004)

4. 39% will be spending
more than 15% of the ad budget on
digital marketing
(16% increase over 2006)
There are more advertisers in Hong
Kong than in Singapore that are
spending more than 15% of their
budget: 32% vs 23%
NB: half of the respondents from large
companies (>250 staff) do not know what their
marketing/ad spend is

5. 70%
Marketers continue to increase
their digital marketing budget
allocation
(More than in previous years: 43% in 2004, 50% in 2005, 62% in 2006)

6. Online
Games
13%
More
diverse
use of
Others
9% digital
vehicles

7. Text alerts 3G
Services
Mobile
still 33%
In-game
ad
predominant SMS
28%
for mobile (mass)
83% SMS
marketing Information
Request
Request (profile/
location
Information
Via SMS
Via SMS based)
39% Bar code/ 78%
QR code
scanning
33%
Base: Those that have deployed mobile marketing

8. Tailor-made
games preferred
Commissioned game Sponsored game Licensed game Licensed game
to be created on portals/websites for website for mobile phones
58% 42% 25% 17%
Base: Those that have deployed online games

9. 72%
have used rich media,
multimedia or streaming video
in their promotions and
communications

10. 2 of Marketers have
NOT used video file
3 sharing sites to host
Company or Brand
videos

11. Only 38% have
corporate blogs

12. Respondent Profile - Position

13. Respondent Profile - Industry

14. Respondent Profile – Company Size

15. Respondent Profile – Annual Spend
Note: High proportion of respondents that indicated they did not know
how much their company’s spend was came from large organisations

16. For more information, please contact:
Kay Bayliss
t: +852 8100 9987
e: director@asiadma.com
Douglas Khoo
t: +852 9096 0065
e: douglas.khoo@aharesearch.com