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With over thirty years' involvement in strategy planning and media buying for international ad. campaigns, Fox Media has all the skills, knowledge, contacts and experience to ensure that your Asian campaign is planned and implemented successfully, whatever your spend level. You'll find our full contact details here. Wherever you are in the world, we look forward to hearing from you!
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Whilst Asia in 2012 is still seeing revolutionary changes in media profiles and availability, the longer-term effects on the advertising market of the global 'credit crunch' are yet to be fully revealed.
Against this background Fox Media offers media planning and media buying skills which will maximise the cost-effectiveness of your ad. campaign in the fast-changing Asian media marketplace.
The effects of the global financial crisis are varied across the Asian continent. China has overtaken Japan to become the second largest economy in the world - but it is certainly feeling the pinch: its trade surplus narrowed to $160 billion in 2011, from a year earlier, as export demand weakened in the United States and Europe. Nonetheless, in terms of advertising, India and China have become the world's second and third largest TV markets after the United States.
With in excess of 420 million non-terrestrial TV connections across the Asia Pacific region – multichannel TV is now found in 53% of Asian TV homes in Asia – there are more multichannel TV connections in the region than the rest of the world combined (source: SNL Kagan). The economic impact of the growing power of TV is also reflected in double digit annual revenue growth in TV advertising in China, India, Indonesia, Malaysia, Pakistan, Philippines and Thailand (source Nielsen). In 2010, Japan, India, and China were the leading Asian multichannel TV advertising markets, accounting for nearly 80% of the region's total (source: PwC).
 Japan leads the way in terms of mobile internet usage - and it still boasts higher levels of circulation for its major daily newspapers than are achieved anywhere else in the world. The business magazines sector is seeing explosive growth in China.
Having said that, China remains in many ways a very problematic market for advertisers, particularly for non-Chinese advertisers. Chinese regulators keep a tight grip both on editorial content and on advertising. So, for instance, regulations announced (November 28th, 2011) by the country's State Administration of Radio, Film and Television (SARFT) will - from this year, 2012 - ban all advertising in the middle of prime time TV dramas longer than 45 minutes - the change could cut billions of yuan from the nation's market for TV advertising, which is worth 100 billion yuan (£GBP 10.1bn; 12.0bn euros; $US 15.7bn) a year.
So in Asia it is unwise to generalise. Whereas India and China are on a steep economic growth curve, Japan is still suffering both from long-term structural problems and from the financial crisis - although it grew 3.9% in 2010, some say it is in for longer term decline, with a shrinking population and having to focus on overseas markets. Just as the economic health of Asian countries varies, so does demand for advertising space and airtime, with all that that implies in terms of media planning, buying and cost-effectiveness.
Asia's population more generally is growing rapidly. Some estimates suggest that by 2014 Asia will account for around two-thirds of the world's population.
Asian business markets are well-served by both international titles and a number of highly-successful, long-established indigenous newspapers and magazines. High flyers can be reached cost-effectively via the web, through in-flights, by using airport advertising and on business TV networks.
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There are well-established media research surveys covering certain individual countries and also the Asian continent. BE:ASIA, for instance, the media survey of Asia's business elite (formerly ABRS), is a syndicated report measuring media consumption, business decision-making responsibilities and the demographic profiles of Asia's most influential decision-makers.
The survey's latest (fourteenth) edition (sample size 9,580) appeared in September 2011 and is recognised as the key industry survey for use in media planning and buying for corporate, business and financial media campaigns aimed at senior management in South  East Asia's leading corporations and financial institutions. Geographically it covers South Korea, Taiwan, Hong Kong, Indonesia, Singapore, Philippines, Malaysia and Thailand.
Synovate PAX, now into its fifteenth edition, is another important Asian research survey, particularly useful for providing a more focussed insight into local trends in terms of both media consumption and lifestyle. So this latest survey tells us, for instance, that in addition to being the top group owning smartphones, the mobile and on-the-go Singaporean elites have the highest ownership of laptop/notebook computers at 83%, compared to the regional average of 56%.
Indeed, the internet and specifically social media and mobile continue to be embraced enthusiastically across the continent. But here again it is unwise to generalise. When, for example, we examined usage patterns of mobile internet across a range of Asian countries recently for a client targeting a younger demographic, we were surprised at the extent to which usage profiles varied by country (see chart in the next column).
Arguably the most widely-available reliable source of Asian media and product data - often useful at the media planning stage - is TGI, which currently offers media and product surveys covering China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam. China TGI has a sample size of 80,100 - the survey is conducted in thirty cities. A. C. Nielsen also has a strong presence in media research across Asia. Nielsen/Net Ratings and Starhub now measure internet traffic from Singapore and Hong Kong as well as the growing number of page impressions from India, Malaysia, Korea and Taiwan.
Asia is a very lively continent in terms of media development currently: cinema advertising facilites are growing very rapidly in many markets, for instance, with incursions from, and takeovers by, major Western cinema chains with links to major Hollywood studios.
Whilst media development is proceeding apace in Russia ("Is Russia in Asia?" is a question often asked nowadays), literacy levels are much lower than most outsiders would expect. Implications here for some types of campaign, no doubt ...
For more details about our international media planning and buying services call Richard Fox direct from the UK on 01354 740916 or on +44 1 354 740916 from outside the UK - or get in touch via the form on our contact page.
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Useful links
Asia Business Daily
Asia Business Press
Bangkok Post (Thailand)
China Daily
Leading Chinese news site
Dawn
Pakistan's most widely circulating English language newspaper
India Times
Islamic Republic News Agency
Iranian news website
The Jakarta Post.com
News for Indonesia
The Japan Times Online
The Jerusalem Post
"Breaking News from Isreal, the Middle East amnd the Jewish World"
The Korea Times
Kuensel Online
Bhutan's daily news site
The Myanmar Times
News site for Myanmar
Phnom Penh Post
Leading news site for Cambodia
(Sri Lanka) Daily News
The Standard
"China's Business Newspaper"
The Straits Times Interactive
News from Singapore
The Times of Central Asia
The Vientiane Times
"The Gateway to Democracy" (Laos)
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Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
|
Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
|
Comprehensive service
• planning and buying
• broadcast, press, outdoor
online and cinema
• international, national,
regional and local
• work with both clients
and agencies
• cost-effective service
tailored to your
requirements
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Chart to show big variations by country between media usage patterns in a specific media sector in Asia (mobile phones, 15-24 age group)
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