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

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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

E: mathew.w@admaxnetwork.comwww.admaxnetwork.com

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