CReATION: AdSociety integrates TV-Web advertising

AdSociety, a pan-Asian broadband advertising, marketing and sales network focused on Asia, is offering a new mode of advertising through PCCW's Network of the World (NOW), a synchronised TV-Web service. NOW, which combines TV watching with Internet surfing, allows "viewers" to access related video clips, graphics, animation, text and Web links while they watch television programmes. This, according to Mr Patrick Jonathan Wong, the founder and CEO of AdSociety, presents an innovative and unique advertising opportunity for all industries. For example, when you watch a basketball game on TV, you can simultaneously access websites and ads featuring sportswear or sports equipment. Mr Wong told MEDIA that AdSociety's role was to attract advertising for NOW. He added that the frequency in which ads appeared on this new medium was a hundred times greater than on traditional TV channels. Further, Mr Wong said viewers could buy products directly over the 'Net, giving advertisers a marketing channel more effective than television. NOW has aired on Hong Kong Cable since late August. According to Mr Wong, the company intends to list on the Hong Kong Stock Exchange within the next two years before accumulating sufficient capital to acquire other companies and expand to major cities worldwide. PCCW holds a 70 per cent share in AdSociety, which is a joint venture between the two companies. AdSociety employs about 40 staff and aims to expand its team to 100 by the end of this year. It presently has offices in Singapore, Japan, Taiwan and Australia, and plans to set up operations in Beijing, Shanghai and Seoul this year.

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