INTERNET: APL Digital launches 'Net research initiative to measure accountability

Ammirati Puris Lintas (APL) Digital has joined forces with the Hong Kong Productivity Council (HKPC) and the Hong Kong 2As to launch an Internet research programme to focus on the accountability of 'Net advertising. Internet research has lagged behind the pace of media development in Hong Kong, where many small to medium-sized enterprises are still not familiar with the marketing capabilities of the new media. HKPC senior consultant Kevin Ng said the research programme aimed to improve the professional skills used in advertising activities on the 'Net, in a bid to expand the range of marketing categories using the medium. Placing a banner advertisement on a website is not just about promoting the product and service, but also about gathering consumer data. Hong Kong's top 20 websites are participating in the research programme, which measures Internet users' advertising awareness, response and attitudes. With an investment of HK$5 million (US$644,000), the results of the study will be rolled out in April. Aiming to establish a benchmark through statistics like consumer demographics, click-through rates and various other types of responses, the research will deliver post-campaign and database analysis. Leading category advertisers and marketers are being encouraged to join the programme to set benchmarks for the Internet advertising industry, Mr Ng told MEDIA. For the purposes of the study, two leading marketers in each category are being studied for the effectiveness of their banner campaigns over a four week period. APL Digital MD Wilson Chan said the research programme analyses 'Net users' interaction with both static and dynamic banners. He also predicted that Hong Kong would take a leading stance in the development of rich media, given the progress being made in the territory's broadband network infrastructure.

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