May

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May 2011 • Vol 26 • No 5

In This Issue

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4

Women’s Financial Planning

Advertising Online Targeting Customers In The Digital Realm By Ian Cruz

Ever PAGE

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Lord Mayor of London

since online advertising boomed

importance for businesses to have an online

utilise audience targeting, who saw their

in the early 2000s, advertisers have relied on

presence, coupled with the new hardware

display budgets decrease by 43%. While

buying display advertisements on websites

and devices that leverage digital technology,

a small share of advertisers and agencies

to reach their potential online customers.

the benefits of spending money online are

that do employ audience targeting saw their

This mainly consisted of buying space

starting to become more evident.

budgets decrease, this does not necessarily

for online ‘banners’ which would appear on web sites - many of which were often overlooked or ignored. This was mainly due to them being lost in the slew of online advertisements which would all appear within a particular page, or simply because it advertised a product or service that had absolutely no relevance to the reader, and therefore attracted little interest. As a

Sir Martin Broughton B.A. Chairman

With the online space now being an integral element in reaching new customers, businesses are constantly trying to better understand how their target audience uses

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Visiting Borneo

Plus

c l a i m e d t h a t d u e t o t h e e ff e c t i v e n e s s of targeted advertising, they were able t o re a c h t h e i r t a r g e t e d a u d i e n c e a t a lower cost.

the internet and thus, gain a better idea of how to use the online space to reach them.

Social Media In the business world, it has been hard not

businesses which spend money on

to notice the ever growing importance of

audience targeting online have found that

social media. The medium is now a regular

it has played a large part in the success of

part of people’s daily lives as people take

their campaigns, not by just by generating

to websites such as Facebook and Twitter.

Flash forward to today, and the landscape of

sales online, but also by improving general

With close to 700 million users on Facebook

online advertising has drastically changed.

brand awareness. As a result, we are now

and over 200 million on Twitter, it is no

Much of the success of companies such

seeing a sizeable amount of ad budgets

surprise that businesses are clamouring for

as Google and Yahoo can be attributed to

being allocated from the more traditional

a presence on social media sites. In fact it

the wealth they have created from online

means of advertising to the online space.

was recently reported that of the over 1.11

accordingly, the justification for setting aside a share of their advertising budgets for it.

trillion advertisements which were viewed

advertising. Online advertising is booming

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t h o s e t h a t s a w a d e c re a s e , 2 4 % h a d

demographic profile or online behaviour,

effectiveness of online advertising, and

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Targeting An Audience

Whether it be an online user’s location,

result, businesses began to question the

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diminish its effectiveness. In fact, among

thanks in large part to the ability advertisers

In a recent report conducted by global

online in the US in the first quarter of this

and agencies now have to more accurately

online advertising technology company,

year, a staggering 31.2% were delivered

target the specific audiences that they

AudienceScience, it was reported that 48%

on Facebook; that is a third of all online

want to reach, thus justifying advertising

of the agencies and 52% the advertisers

ads within the country. With 346.46 billion

budgets for businesses. It has taken a few

who utilise audience targeting saw a

impressions (views), this made Facebook

years for advertisers to effectively market in

rise in their budget for online display

the leader in all websites that display online

the digital realm and they are still learning.

advertising from 2010 to 2011, by 27%

advertising. This is double the figure of the

After all, online advertising is still a relatively

and 24% respectively. This is opposed to

second leading website Yahoo, with only

young industry. But with the ever growing

the advertisers and agencies who do not

112.51 billion impressions. This clearly

• News / New Appointments • New Members • Shaken Not Stirred

(Continued on page 2)

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