iMagic MyClick on offer in mainland

Hong Kong-based mobile telecommunications service iMagic has rolled out its MyClick platform in China, to cater to growing demand from advertisers.

MyClick, which transports consumers from a page in a magazine (or any other medium) to an advertiser's online homepage via a mobile phone, has performed strongly in Hong Kong since its May launch, according to iMagic Systems CEO, Rupert Purser.

"There has been pressure from our Hong Kong advertisers, because they've been saying 'our main spend is over there, so that's where we want you'," he said.

MyClick, which requires that consumers download software onto the phone, has already been used by a number of brands in Hong Kong, with several in China already confirming their involvement, including Coca-Cola, Northwest Airlines, Estée Lauder, Intel and Shanghai Volkswagon.

"It offers engagement with the consumer, interactivity and measurability. People don't like to be sold to, and they want more excitement in the process," said Purser.