TNS REVEALS ASIA’S LEADING DIGITAL ADVERTISERS

Siti Norbaya Manaf, Managing Director of TNS Malaysia.

Malaysia – April 2, 2008…TNS, a global leader in market insight and information has teamed up with Digital Media magazine to announce findings from the first ever “Top Brands Using Digital” study, exploring digital-advertising awareness and effectiveness across Asia.

The study, based on interviews with more than 3,000 Asian internet users, including 505 from Malaysia, drawn from TNS’ 6thdimension online panels, reveals that amongst those brands that advertise using digital media in Asia:

Mobile devices and operators are the most frequently recalled: Nokia tops the list in three out of the six featured markets and ranks in the top five in five out of six markets.
The financial sector enjoys strong recall in South East Asia
FMCG, especially fast food and soft drinks rank within the top five most frequently recalled in four out of six markets.In Malaysia, ‘dedicated websites’ were the most widely recalled type of digital media used for promotion with 64 percent of respondents recalling having seen dedicated websites from a number of top brand names. As well as remembering what they have seen, respondents in Malaysia are also receptive to it - 83 percent report being more interested in a brand after seeing it advertised via digital media.

Types of digital media being used:

Additional findings from the study reveal:

· Different digital channels have different levels of credibility: manufacturer/brand websites are comparatively more credible while consumers are more sceptical of SMS and in-game ads; and

· Different Asian markets have markedly different levels of trust in digital; with China and Taiwan less trusting, and Malaysia and Thailand more trusting.

Siti Norbaya Manaf, Managing Director of TNS Malaysia comments, “Many of Malaysia’s biggest brands and advertisers have done a good job of leveraging digital channels to create awareness – especially those in the mobile industry.”

Stephen Yap, Director at TNS adds, “This new study shows that digital has finally come of age in Asia. However, it also reveals that trust in and scepticism towards digital channels can vary significantly between different markets and different channels: the implication for marketers looking at a regional digital strategy is that one size does not necessarily fit all.”

TNS揭晓谁是亚洲以数码媒体推广的领袖

马来西亚 －April 2, 2008… 全球领先的市场透视及资讯公司TNS颗拍《Digital Media》杂誌，公佈一项名为「杰出数码媒体推广品牌」的研究结果。这项研究乃市场首次进行，主要探讨亚洲区互联网使用者对以数码媒体推广的认知度及其成效。

此项研究共访问超过3,000多个亚洲区互联网使用者，其中包括505个由TNS 6th dimension网上小组抽取的马来西亚互联网使用。根据研究结果显示，亚洲使用数码媒体进行推广的品牌中：


· 移动设备和其营运商最经常被回想起的：在六个受访的市场中，诺基亚(Nokia)於一半市场佔榜首，而於另外两个市场亦名列首五位。

· 金融行业在东南亚地区被回想起的频率也相当高

· 快速消费品,尤其是速食食品和汽水饮品被回想起的频率,於六个市场中的其中四个排名首五位。

在马来西亚，专属网页是最广泛被回想起而用於市场推广的数码媒体类型。有64％受访者表示曾经瀏览多个在研究中名列前茅的品牌专属网页。马来西亚受访者除了记得他们所看过的内容之外，对此还很接受－83％受访者表示看过某品牌利用数码媒体的推广之后，对该品牌会更感兴趣。

研究显示的其他结果：

消费者对各数码推广渠道的可信性各有不同：生產商或品牌网站相比手机短讯和电子游戏内的广告更可靠，他们对后者的广告都持怀疑态度；以及

各个亚洲市场对数码推广渠道的信任程度差异显著；中国大陆和台湾市场对此信任程度较低，而在马来西亚和泰国则相对较高。


TNS马来西亚董事经理西蒂诺巴亚表示：「马来西亚很多大品牌和广告商在如何透过数
码推广渠道提升消费者对其品牌的认识这方面都做得很好，尤其是消费电子產品行业的品牌。」

她续称：「这个最新研究显示了亚洲数码时代终於来临。然而，它也反映了，在不同的市场和不同的渠道，市民对数码推广渠道的可信度和怀疑程度差异极大：这暗示了负责区域数码推广策略的市场人员不能只集中一个渠道来迎合所有市场。」