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.
