Luxury. Redefined. From March onwards, the Asia Tatler magazines will have a fresh, modern look and boast even richer, snappier content to guide you to the best in life.
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Celebrating Fun Fearless Years in Hong Kong Cosmopolitan-the most inďƒ&#x;uential and robust cross-platform media for women. Connecting advertisers and consumers across print, website, mobile, social media platforms and custom-built events.
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觀點
OPINION: AGENCY BRIEF
DRAWING A LINE BETWEEN INTRUSIVE AND RELEVANT DIGITAL CONTENT
為侵入式與關聯數碼內容劃界線 It is time for marketers to stop upsetting consumers with overly intrusive online ads, says Tan Rahman, head of digital at OMD Hong Kong. Speaking at a special digital seminar hosted by InSkin Media, Rahman said that with digital budgets on a “significant” rise it was time for online advertisers to find more inventive ways to impress consumers. The digital ad market has seen significant growth over the past three years. Digital budgets on average have gone up 15% to 20% this year from 10% in 2011. But one big question advertisers should ask is how to evolve from the interruptive nature of CPM-driven online advertising that marketers and consumers have become accustomed to. “Investment in digital content is huge, but users experience hasn’t changed much,” Rahman said. In Hong Kong, the advertising environment is still dominated by massive home page takeovers, crazy ads and pop-out interactive banners, with content in a barely visible second place, he said. “We are in the position where we work with limited, uninventive old ad formats that are absolutely upsetting users.”
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“The need for change on traditional formats is urgent as the way people consume content is utterly different.” One main challenge marketers are facing is a lack of consistency. “They need to co-ordinate content that builds across different [operating systems] and screens and to tie them into a network that makes sense.” Among all the digital platforms, he said mobile remained as the greatest method of engagement because it fosters inventive ad formats that help enhance relevant digital content. “While intrusive online ads are all about catching consumers at the right time, the key is to make them relevant.” For example, some new ad formats on mobile such as mobile filmstrip, mobile full page flex, mobile slider and mobile pull are creative and relevant to engage users without annoying them. “Media people have the responsibility to add true value in the industry. “Indeed, what we have to be looking at is whether or not we can take that relevance and make it work across all platforms.”
浩騰媒體香港數碼主管Tan Rahman表示，市 場 推 廣人員 是時 候停止再以 過 量的侵入 式網 上廣告煩擾消費者。 在InSkin Media舉辦的一個特別數碼研 討會上，Rahman表示隨着數碼預算「顯著」 上升，網上廣告商是時候尋找更多創新的方式 來打動消費者。 數碼廣告市場在過去三年出現顯著增長， 數碼預算從2011年的10%平均上升至今年的 15%至20%。 但廣告商要面對的一個大問題是，如何從 市場 推 廣人員 及消費者 都已習以 為常的打斷 式按CPM收費網上廣告轉型。 Rahman說﹕「數碼內容方面的投資龐大， 但用戶體驗沒有太大的改變。」 他表示，香港的廣告環境仍以大量覆蓋首 頁 廣 告、瘋 狂 廣 告及 彈出式 互 動 橫 額 廣 告為 主，而內容變成幾乎看不見的配角。 「我 們 面 對有 限、守 舊的廣 告模 式，絕 對 會令用戶感到困擾。」 「隨着大眾使用內容的方式完全改變，傳 統廣告模式轉變刻不容緩。」 市 場 推 廣 人 員面 對 的 一 個 主 要 問 題 是 缺 乏一致性。 「他們需要統籌不同(操作系統)及屏幕的 內容，以及將其整合成為一個統一的網絡。」 在 所有 數碼平台之中，他 表 示手 機 仍是 最 有效吸引參與的方式，原因在於它推動創新的 廣告模式，有助加強數碼內容的相關性。 「雖然侵入式廣告在於在適當的時候捕捉 消費者，但關鍵是要與消費者息息相關。」 膠 卷 式 廣 告 、全 頁 轉 動 式 廣 告 、滑 動 式 廣 告及 拉引式 廣 告 等 新 流 動廣 告模 式 具有創 意 及 關 聯，能 夠 在 不造 成 困 擾 的 情 況下 吸引 用戶。 「媒體同業有責任為行業添加真正價值。」 「事實上，我們需要留意的是能否提 供 相 關的內容，並使其有效覆蓋所有平台。」 WWW. MARK E TING-INTE RAC TI VE . C OM
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Awards night
Friday, 13 June
Lucky for some Venue
Conrad Hong Kong
For table bookings and sponsorship opportunities, please contact Josi Yan at +852 2861 1882 or email to josiy@marketing _ interactive.com For more information on the awards, please contact Cindy Yeung at +852 2861 1882 or email cindyy@marketing _ interactive.com Brought to you by
Sponsor
Partners
aotyawards.com/HK
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