2007 Asia Pacific Digital Marketing Yearbook

4 June 2007: The Asia Digital Marketing Association (ADMA), the voice of the digital marketing industry in Asia, today released the 2007 Asia Pacific Digital Marketing Yearbook online at www.asiadma.com/adma/resources/research.asp?ResearchID=100027 as a free download. A limited number of print copies are also available by request from director@asiadma.com.

The 2007 Yearbook is THE source for marketers, advertisers, media buyers and anyone looking to leverage the power of digital media in the region.

“2007 will be remembered as the year the balance tipped,” said David Ketchum, ADMA’s Chairman. “For the first time, Asia Pacific takes the global lead on some key aspects of the digital marketing mix. The passing of the torch is not just about Web and mobile usage – the region is also at the leading edge of many technologies and marketing techniques, with creative work on par the world’s best. In past years, Asia Pacific often had to look West to find best practice and fresh ideas. Now the level of the bar internationally is being set in the region.”

Both the total number of broadband users and market penetration is highest in Asia Pacific. The region boasts the largest number of Internet users, surpassing the US and Europe. 36% of the world’s online population now lives in Asia, and mobile penetration remains higher than anywhere else in the world, with more Asian users accessing the Internet over their mobile phones than the entire US Internet population.

Asia is driving the digital marketing industry too. Merrill Lynch predicts that global online ad spend will reach US$14.5 billion in 2007. That represents an increase of 24% from 2006 – and Asia will be the driving engine. The highest growth rates for 2007 are predicted to come from China (50%), Australia (42.6%), South Korea (30.5%) and Japan (30%). Australia, Japan, South Korea and Taiwan are expected to have more than 10% of total advertising spend be on the Web by 2008 (of a total eleven markets worldwide).

The Yearbook, compiled from government, industry, company and research data, is the most comprehensive single source available. Contributors to the Yearbook, which was edited by senior journalist Rachel Oliver, include admango, Credit Suisse, Hitwise, Interactive Advertising Bureau (IAB), Microsoft Digital Advertising Solutions, Nielsen//NetRatings, OgilvyOne Worldwide, Synovate, Tribal DDB, Yahoo! Korea and ZUJI.com. Topics covered include advertising spend data, e-commerce, user-generated content, social networking, online communities, viral marketing, broadband, 3G, IPTV, mobile marketing, interactive games, communication, spam, privacy and much, much more.

About the Asia Digital Marketing Association

The Asia Digital Marketing Association (ADMA) is the voice of, and advocate for, the digital marketing industry in Asia (excluding Japan). The ADMA is an umbrella organisation, guided by senior executives in the industry, and charged with gaining consensus and formulating a powerful point of view on all key industry issues. The role of the organisation is to promote the strengths of digital marketing and counter misperceptions with clear, compelling information about cost effectiveness, impact and real-world success stories. Learn more at www.asiadma.com.

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