How to spend US$1000 in Asia

Asia Pacific - What would US$1000 (HK$7,800) worth of media communications in Asia deliver? A new survey by Mindshare aims to measure a diverse range of media buys to establish what marketers would get for their money across 14 different markets.

"Asian marketers and their agencies are aggressively seeking new ways to reach and engage with consumers beyond traditional media options. This unique research carried out by our network enables you to convert various cost formats into a common framework that the brain can process easily - ie "What can you get for $1,000?," Ashutosh Srivastava, CEO for MindShare in Asia Pacific asks.

The channels included TV spots, magazines, newspapers, radio, bus shelters, taxi ads, cinema, local celebrities for events, event promotion people, postcard ads, online display advertising, electronic direct marketing and keyword search advertising.

So what can you get for US$1,000 in Asia?

172 taxi ads in China

5 bus shelters for a month in Hong Kong

1,600 search clicks in Australia for ‘used car' key words

More than 2 million prime-time TV viewers in India

2.3 million magazine readers in Indonesia

Half-a-million radio listeners in Japan

2.1 million newspaper readers in Malaysia

233 cinema spots in the Philippines

120,000 online finance readers in Singapore

Reach US$9.5 billion of household GDP by television

4.5 million newspaper readers in Thailand

160 event promo people in Vietnam

Key conclusions gathered from the research include emerging Asian markets still offer exceptional value for money, Asian media costs are local and irregular, digital channels promise new levels of multi-market standardization, cinema ad costs are under US$10 (HK$78) in most Asian markets and several developing Asian countries command high-cost outdoor premiums.