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.

1. Digital Publishers Workshop
1 December 2009
Grand Mercure Roxy, Singapore

2. Growth in Singapore Internet Users in 2009
Unique Visitor ('000)
More than 2.5 million
2,636
2,310 Singaporeans went online
from home and work,
spending about 21 hours
per person
Source: comScore
June 2008 June 2009
Source: comScore MediaMetrix, June 08 vs June 09

3. Internet is Crucial to Reach Specific Target Audiences
Time Spent on Various Mediums
Age 15-24
Radio -
9.9 Hrs Internet usage almost
Internet -
19%
Magazines - 16.7 Hrs matches TV for
3.8 Hrs 32% audiences 15-24 years
7% old
Newspapers -
3.9 Hrs TV - 17.4 Hrs
7% 35%
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

4. Internet is Crucial to Reach Specific Target Audiences
Time Spent on Various Mediums
Age 25-34
Radio -
10.5 Hrs Internet usage
Magazines - 20% Internet - surpasses TV for
3.0 Hrs 18.5 Hrs audiences 25-34 years
6% 34% old
Newspapers -
4.2 Hrs
8%
TV - 16.9 Hrs
32%
Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand
Universe (Sample): Total population aged 25-34 – 42,332,569 (3,059)
Source: Synovate AsiaBUS Survey June/July 2007

5. Yet, digital spending is small relative to TV in Singapore…
Singapore Ad Spend in 2009
39.43%
33.86%
Estimated 3.34%
of ad spend
budget on digital
in 2009
10.10%
5.48% 7.04%
0.76% 1.71% 1.63%
Source: Nielsen AIS, 2008 and Yahoo!-Nielsen “Online Industry Review” 2009

6. #1 Trends for online advertising in 2010
Rich media with Video will be important to execute more effective branding
campaigns
4.00
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Aided Brand Online Ad Awareness Message Association Brand Favourability Purchase Intent
Awareness
Rich Media with Video Rich Media w/o video GIF/JPG Simple Flash
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

7. #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 ’09
Dwell 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.

8. #3 Trends for online advertising in 2010
The rise of Social Media
Visiting Social Sites:
4 th
most popular online activity –
Ahead of personal email
(Nielsen, Global Faces & Networked Places, 2009)
(Nielsen, Global Faces & Networked Places, 2009)

9. Please contact us for more information:
Thailand Malaysia
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Silom Road, Silom, Bangrak, 50740 Kuala Lumpur
Bangkok, Thailand 10500
T: +6 03 2092 9370
Tel: +66-6360-7206 F: +6 03 2092 9201
Philippines Singapore
18/F Tower 2, 16, Raffles Quay,
The Enterprise Center #33-08, Hong Leong Bldg
6766 Ayala Avenue Singapore 048581
Mathew Ward Makati City 1200 Philippines
Managing Director Tel: +65-6532-2507
Tel: +632-856-5616
E: mathew.w@admaxnetwork.com
Vietnam Indonesia
www.admaxnetwork.com
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4th Floor, District 1 Jl. H.R Rasuna Said Block X-5
Ho Chi Minh City Kav. 1-2 Jakarta 12950
Vietnam Indonesia
Tel: +84-8404-6324 Tel: +62 (0)21 5789-5837
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