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

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