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ASIA
ASIA
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!

ASIA
Whilst Asia in 2015 is still seeing revolutionary changes in media profiles and availability, the longer-term effects on the advertising market of the global 'credit crunch' are beginning to wane.

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, as was outlined in a 2014 press briefing by the International Monetary Fund.

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). Japan, India and China are the leading Asian multichannel TV advertising markets, accounting for nearly 80% of the region's total (source: PwC). The 2013 Asia Pacific Pay TV Industry Review found that there were 15.6 million additions in the first half and 7.5 million in the second. India contributed 73 percent of the growth.

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. Jakarta, capital of Indonesia, is the most active Twitter city in the world (source: Semiocast, July 2013). 7.5% of all tweets globally come from Indonesia making it the third largest Twitter country. 92.9% of the internet population in Indonesia are using Facebook.

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) have - since 2012 - banned all advertising in the middle of prime time TV dramas longer than 45 minutes. The change has cut billions of yuan from the nation's market for TV advertising, which is worth around 100 billion yuan (GBP 10.1bn; 12.0bn euros; $US 15.7bn) a year. In a crackdown on video uploaders in January 2014, SARFT brought in a new rule to prevent Chinese internet users from posting anonymous video content online; the new rule aims to "prevent vulgar content, base art forms, exaggerated violence and sexual content in Internet video having a negative effect on society".

So in Asia it is unwise to generalise. China continues on its impressive, if slowing, economic growth curve, but opinions are divided as to its dominance either in Asia or in the world. Japan is still suffering both from long-term structural problems and from the financial crisis. Its debt has ballooned to around 220 per cent of GDP. It has a shrinking population and is having to focus on overseas markets. Although the IMF forecast stable growth of 1.4% for Japan in 2014 (same as 2013), it saw growth falling to just 1.0% in 2015. 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 the end of the year Asia will account for more than 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.

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 (fifteenth) edition (sample size 9,580) appeared in September 2013 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 696961 or on +44 1 354 696961 from outside the UK - or get in touch via the form on our contact page.


 
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We can plan and buy campaigns across all or any of the countries listed below.


Afghanistan
Bangladesh
Brunei
Cambodia
China
Fiji
Hong Kong
India
Indonesia
   Japan
Kazakhstan
Korea
Malaysia
Maldives
Mongolia
Nepal
Pakistan
Papua New Guinea
Philippines
Russia
Singapore
Sri Lanka
Taiwan
Tajikstan
Thailand
Vietnam

 

Printing companies in Japan are now offering advertisers a facility which allows moving pictures to be displayed on paper ads. The above ad. is part of a campaign for a new mascara from Lancome that uses a vibrating applicator brush. The poster is manufactured from electronic paper, which can be rewritten on an unlimited number of times.

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international media buying
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media buying worldwide
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Useful links
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buying
media buying
international buying
international media buying
international planning
media buying worldwide
international media strategy
worldwide buying
buying tactics
tv buying
press buying
radio buying
Asia Business Daily

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
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)

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

 
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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asia

 

 

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Fox Media Company Limited   •   Tel./fax (from UK): 01354 696961; (from outside UK) +44 1 354 696961   •   Email: info@foxmedia.co.uk
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