Among the brands that dominate the top positions:

• Nokia - top in Hong Kong, Singapore and Malaysia; amongst top five in Taiwan and Thailand
• Sony - in the top five for Hong Kong, Singapore, Taiwan and Thailand
• Mobile operators - DiGi, Maxis and Celcom are three of the top five
  brands in Malaysia
• Coca-Cola - strong in China, Hong Kong and Taiwan; though Pepsi
  stronger in Thailand

Top 5 digital advertisers ranked in order of awareness

The study also reveals:

• Websites, banner ads and pop-ups still recalled most commonly though consumers are sceptical of pop-ups and banners
• Recommendations from friends and family are still considered most trustworthy
• Emerging digital formats such as in-game and ads via mobile handsets have some way to go before establishing consumer credibility

TNS teamed up with Digital Media magazine to release the first-ever "The Top Brands Using Digital" report on digital advertising awareness and effectiveness in Asia.

The study comprises more than 3,000 internet users aged 15 to 39 in six key Asian markets: Hong Kong, China, Malaysia, Singapore, Taiwan, and Thailand with recruitment and interviewing via TNS' 6^thdimension online panels.

The study asked respondents on following key areas:

• which brands they had seen advertised via digital media
• via which digital channels they had seen advertising
• whether seeing the advertisements increased their interest in the brand
• trust levels in different digital channels

Full reports are now available for download at the top right column.