Sina Acquired Focus Media for $1 Billion
Sina, one of the biggest Chinese portals have acquired Focus Media, a media company which operates the largest outdoor advertising network in China. Focus Media delivers advertisements using LCD televisions located at the elevator waiting area of business and commercial building, and it also owns the largest Chinese Internet advertising agency Allyes. The deal is reported worthy of around $1 billion.
Last Word: Sina has been one of the major front runners in China's digital scene in the past few years. This acquisition showcases not only Sina's strong financial capability, but their vision to extend their reach into a growing industry of digital out of home. Advertisers will clearly benefit of having the ability to sponsor content and distribute it via an extended point of contact.
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Internet Usage in China Still Booming
Government-related information center CNNIC (China Internet Network Information Center) claims the nation’s online population has grown 41.9% in 2008 to an astounding 298 million users.
Last Word: It isn't a surprise that China's internet growth has continued to steamroll ahead alongside the strength of the economy in 2008. Rural areas of China have also increased in internet penetration with a record 84.6 million users coming from these areas, a 60% increase since 2007. Even the number of mobile users has doubled in 2008 to 117 million. As the numbers continue to rise, advertisers will find it more challenging to target the right audience.
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Friendster Strengthens AP Presence
Social networking site Friendster has strengthened its presence in Asia-Pacific by appointing online advertising sales partners. At least 80 per cent of the company’s hires in 2009 will be based in Asia.
Last Word: Facebook may have grown significantly in 2008, but they still need to compete with Friendster, a top social networking site in SEA. Friendster will gain by partnering with strong sales representatives where they do not have offices. Understanding the difference in audiences, advertising opportunities and rates will play a significant role in determining which of the two SNS to use in the coming year.
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Korea's Twitter Gets Acquired by Naver
Me2day, Korea's leading microblog service, has been acquired by Naver, Korea's leading search engine. The greatest hurdle for them was Korea's market situation where users hardly venture out of the portals to try new web services.
Last Word: Me2day showcases the affect that cultural differences have on the growth of emerging media. Naver's acquisition significantly strengthens the reach of Me2Day to consumers. Their strong financial capabilities and experience in the digital market will further opportunities in integrated ad opportunities between the two services.
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Research Finds Mobiles are Like 'Remote Controls' for Life
A new Synovate qualitative study called 'Me, myself and my mobile' released today at the inaugural Nokia Media Summit in Sydney found that mobile phone users in Australia and Korea think of their mobiles as an extension of themselves.
Last Word: Synovate's new report continues to show support to Universal McCann's report in 2007 on Mobile "Power to the People". With better digital platforms and content on the mobile, users will increasingly use the mobile as more than just a phone. Mobile marketing continues to be accepted in Korea and Australia, as long as it continues to be a two-way interaction.
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The preceding excerpts and commentary were compiled by the leadership team at UM’s Global Digital Communications Practice. Please click here with questions, comments or to (un)subscribe or write to trending-up [at] umww.com
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