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We aims to introduce interactive advertising in Hong Kong. You can see different examples here

Sunday, July 19, 2009

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Is interactive advertising suitable for you?



From the very beginning, we may re-think what is marketing? If the basic purpose of marketing is "telling someone about something", then it has no necessary to gain reaction or response from the audience.


Marketing is way more than just telling someone something. Do not mix "Promotion" or "Broadcasting" with "Marketing". Marketing, as can be seen on wording, is a way of "market" something. When you "market" something, money involves. When money involves, the person who spends the money may want benefit in return.

1) The buyer pays the money then wants good value from the product.

2) The company pays the money to market the product and gets the money when a sale is completed. This is not just "telling someone about something".

For interactive advertising, it is an "evolved" version of marketing. Especially for the more those products and service with higher use value.

For example, Audi launched the new car series A4 by using the iPhone game application. It is a free game to download. Player can download to play with and at the same time remember and know more about the car.



Another example, ”click to fill the application, and you will have a special offer of 30%”. The statement is so familiar to us. A dozen of them will appear in your mail box everyday. Did you give an eye to see what companies are they? Offering coupon means, they are price sensitive. We would never see LV Or Gucci doing interactive advertising in this way.


For those business involve many personal interaction are not very suitable to do interactive advertising.

A more extreme case, I think no one will use interactive marketing to sell military ammunition.

I can’t say that prestige product must not use interactive marketing. It’s still waiting for brilliant ideas from the marketers.

- Teresa

Friday, July 17, 2009

Successful example of interactive advertising in Hong Kong

This is successful case of the usage of interactive advertising in Hong Kong.
The moodie report has showed a new of "Hong Kong Airport wins interactive advertising award"

Motorola was great in promote their product though this medium in Hong Kong Airport.


They have won the Online Media Marketing & Advertising Awards held in the US at2007 and the SkyPlaza advertising creative campaign competition at 2009.

Sunday, July 12, 2009

Interactive Advertising by Free Trial & Electronic Medium

Many companies are using free trial promotion to enhance new product awareness. Mostly, customers need to complete a survey before they get the free trial. This is for sure a golden chance to obtain comments and customers’ database including their e-mail address. After collecting customers’ e-mail, the company can then start its long-tail e-mail marketing via such huge network.

In middle-June, Haagen-Dazs has launched this kind of campaign and delivered all 10,000 ice-cream bars to customers. Obviously, it is very successful.





















This campaign has some benefits, it can :

- collects large amount of customers’ information

- provides foundation for e-mail marketing

- delivers coupons to customers for purchase incentive

- induces a strong influence of word-of-mouth (WOM) in forum and peer conversation.


Besides, it introduces this advertising promotion via the popular website, Facebook. This cultivates a strong social network which involves users’ responses.
More and more companies are using Facebook as a medium for interactive advertising.

Another example, Pocari is using the similar method.

People can acquire Pocari souvenirs by earning points in the application.
Users can also play games, make up collection, invite friends to join, or even challenge them. This kind of interactive advertising is most likely to enhance brand loyalty.
reference:

Wednesday, July 8, 2009

The Future Interactive Advertising in Hong Kong

The television platform is becoming more interactive. It combined TV and internet advertising. TV interactive advertising is going to be seen in Hong Kong. It is the latest advertising form in Hong Kong. The interactive TV allows feedback and data exchange to the broadcaster. For example, consumers can order a product through the remote and the TV channel.




The coming form of interactive advertising would be iTaxi. In China, it is already launched. iTaxi entertains passengers on their ways. It would install in a taxi and provide information about the city. Passengers could use the iTaxi to book hotel, make restaurant reservations, purchase movie tickets, view latest promotions and receive discount coupons etc.


Another new form of interactive advertising would be found in mobile. In the foreign countries, Near Field Communication (NFC) technology is already developed. NFC is a wireless connectivity technology which can exchange data through built-in NFC devices like NFC mobile. It is a “read-and-write” device. Since everyone in Hong Kong has got at least one mobile phone. It has a large potential to develop mobile interactive advertising in Hong Kong.

The development of Smart Poster is also using the NFC technology. Smart Poster is different form the traditional one. It could exchange information between a NFC handset and a passive tag on a poster. The information provided would not limit in the fixed size of the poster. Interactive advertising in smart poster could provide more information to consumers.




References

DoDoCode @ interactive advertising

Have you ever seen dodocode on magazine, product package or product user mannual ?


In hong kong , dodocode company is the biggest dodocode service provider. She cooperates with 3HK, new monday to encourage consumers try this service.

Example:
"dood" me anytime !

3Hong Kong pioneers to launch "dood me co" – the advanced technology which brings a better life at ease! When you see the code in New Monday, Weekend Weekly Magazines or 3Hong Kong services. Simply download and install the "dood me co reader", use the reader to scan the code, then you can download your beloved idols, content to your handset while reading their news on magazine, or even get the latest restaurants or shopping discounts!















In Japan, DoDoDode is added on the product package to provide advance information of product.
Some of them are including applications such as game and CRM programme.



Ref:
http://www.three.com.hk/website/appmanager/three/home?_nfpb=true&pageid=3g1001&_pageLabel=P400328951219906687968&lang=chi

Mobile devices for interactive advertising HK

Do you hand in IPhone 3GS?









Nowadays, mobile device are supported by server provider to let the user enjoy high speed data transfer though HSPDA or Wifi technology.

Mobile user are offered that broswe the wap (which is designed for mobile devices in low resolution screen)

Beside, some mobile devices such as smartphone (which are set up on windowmobile 6.1 , windowmobile ce, iPhone , Android , plam , Symbian 40 60 5.0) allow customer to design applications to run on it. It provide a plateform for interactive advertising.

Technology revolution collect us in a new way and bring a new role and relationship between reader and sender.

Further reading:
HSDPA:
http://www.mobile01.com/topicdetail.php?f=175&t=233242
http://cdnet.stpi.org.tw/techroom/market/eetelecomm/eetelecomm113.htm
http://www.eettaiwan.com/ART_8800408030_617723_NT_a7dec028.HTM
http://www.ctimes.com.tw/Art/Show2.asp?O=200906050000005084&F=HSDPA
http://www.ericsson.com/tw/images/ericsson/publications/outlook_vol_3/article_vol3_05.pdf

Monday, July 6, 2009

Interactive Advertising = “One to One” Advertising in Hong Kong

Interactive advertising become a popular medium in Hong Kong for the company to capture the potential customers' awareness.

INTERACTIVE ADVERTISING: http://www.jiad.org/article5

It is a medium to communicate with the potential customers. User can be process the advertisement directly and individually. They have the right to control what they want and what they like.



Company can interact to customers though website, ads, advertisers, mobile or TV etc. An article announces that interactive advertising become a consumer –versus advertiser- controlled and this control directly influences consumers’ responses.



A “one to one advertising” can be known as “relational marketing” which can create a unique relationship between the company and the individual by customization marketing and sales pitches base on customer reaction to the interactive advertising.



The future relationship can be built up base on the customers’ reaction. The people who response to the message means they are interested to the advertisement and they want to collect further information about your product or company.



Some interactive advertising can be form of lucky draw or direct email that waiting for response. The company can collect the customer profile base on the some data fill in.



On the other hand, customers are more enjoy the customer relationship build up with the favor company, rather than switch to other brands always.



Let enjoy the effective way to communicate with the potential customers.

More on Children' behavior act in interactive advertising

Sunday, July 5, 2009

Interactive Advertising - Online Advertising can be everywhere

Have you ever seen any advertisement in facebook when you playing an application or a game? Will you click for a look while you are playing?


When you using a search engine,e.g. Yahoo/Google what else did you find?



When you are watching or seacrch for a video, finding information on the forum, did any ad come around your eyes?





When you chatting with your friends with the MSN messager, you can see not only a friend lists, but also many…….




As online advertising (interactive advertising) is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Here are some examples of online advertising that you can find in different areas of the Internet.

e.g. contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.


Everday, huge of ads come to our mind. Which ads can attract you to click in?

Friday, July 3, 2009

The New Trend of Marketing: Interactive Advertising


Now consumers have more choices, media are more fragmented and
there are more access. Comsumers are paying less attention on the traditional advertising.


The new marketing needs not only to attract, but also engage and excite their audience. Communication with consumers should change from passive to active, fixed to portable, messages to interactions, and dictation to conversation.

Since the development of Web 2.0 and Mobile Access, interactive between consumer and businesses is enhanced. With the increasing use of social network like Facebook and MySpace, interactive advertising becomes a trend to promote brands, products and services. Advertising is changing from interruptive to interactive.

People have higher percentage of time that households spend with each media type on TV and Online media.

Web 2.0 is a second generation of web development. Everyone can participate, personalize and share. They can be a publisher and a user to read and write, search and share information in social networks and online media. Consumers moved from passive to active.

From the research of the Interactive Advertising Bureau released on 30 March 2009, there were US $6.1 billion revenues achieved in the fourth-quarter of 2008 in the interactive advertising industry. The figures represent 2.6% increase from 2007's fourth-quarter, which had revenues if US $5,9 billion. Interactive advertising helps to build a good relationship with customers. It is believed that it will become more and more popualr althrough inder the economic downturn.

References

Thursday, July 2, 2009

Interactive Advertising - types of online ad

One major benefit of online advertising is the immediate publishing of information and content in a more effective manner that is not restricted by geography or time. By online advertising, marketing has become more interactive. Another plus point is the efficiency of advertiser’s investment. Online advertising allows for the customization and modification of advertisements, including content and posted website.


Floating ad: it moves across the user's screen or floats above the content. It appears uninitiated, superimposed over a user-requested page, and disappears or becomes unobtrusive after a specific time period (typically 5-30 seconds). The most basic floating ads simply appear over the Web page, either full screen or in a smaller rectangular window.





Expanding ad: size can be changed and which may alter the contents of the webpage. Advertisers use the expanding rich media format to expand an ad creative into a larger creative upon a user’s mouse-over or click interaction.



Polite ad:a large advertisement will be downloaded in smaller pieces to minimize the disruption of the content being viewed.

Wallpaper ad: the background can be changed of the page being viewed.



Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.








Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.

Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.




Video ad: actual moving video clips are displayed. This is the kind of advertising most prominent in TV, and many advertisers will use the same clips for both television and online advertising.



Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.




Mobile ad: an SMS text or multi-media message sent to a cell phone.






They ALL can grab the viewer's attention and tend to be more interesting to view.

What are you watching on bus ?



In recent years, I believe most of you must be attracted by the TV when you're on the bus and feeling bored. This is a new technology for advertisement and creates a huge impact to stakeholders.


This technology is called MMOB(Multi-Media On-board), which is delivered via the channel of LCD monitors on bus. MMOB service has a high coverage to mass audience which is nearly to 4 million passengers per day. Outdoor media also gives advertisers high reach to narrowly targeted audience like commuters and local shoppers.


MMOB combines the persuasive power of television with the reach, value and flexibility of outdoor media and takes it to large audiences. Let's start with an example,

This interactive advertising encourages the commuters making phone call immediately to win certain prize or incentive of TV show. For example, for the first 30 people who make a phone call and give a correct answer to specific program, they can win the prize, coupon or gift. This is one of a common promotional tool in usual life.

In the future, computerized Global Positioning Bus will be used for Tracking System (GPS) to telecast the programming. This system will provide the best service for advertisers and passengers by GPS location-specific broadcasting.



kylie

E-mail Marketing --- A marketing tool that You can't ignore!

E-mail Marketing is kind of direct marketing. Sending e-mail to potential customer is become more and more common nowadays. The main reasons are that e-mail messages have moved far beyond the drab text-only messages of old and also using glitzy features for the ad such as animation, interactive links, streaming video and even audio messages to reach out and get attention. But what’s the main reason to make it so popular?

Let's talk about the benefit of e-mail marketing. A simple e-mail can help you :

-Communicate important news to customer
-Keep company on mind of potential clients
-Put customer in a position to receive regular referrals
-Make sales process easier and more productive
-Help people get to know company in a light, informal way
-Start conversations with people company is targeting

Also, e-mail is simple, cheap, short and to the point which is very effective. Through e-mail marketing, you can send out for example, new products or services you are offering, special discounts or limited-time subscriber benefits, products or services you recommend that may be useful to your audience, surveys or requests for feedback and other informational resources. From sending these thing, those benefit can be achieved.

E-mail always provides a simple link to the company websites to let the reader visit or get related information in a very convenient way.




































Wednesday, July 1, 2009

What’s the distinction of interactive advertising?

Creativity is the most important factor for advertising. It’s not only to the message for sure, but also selection of the channel and how you leverage the channel.


It is a shift from tradition one to mass advertising to a more approached personalize channel. This can definitely helps on enhance the brand awareness.


Interactive marketing is more personalized compare with the traditional marketing. We can see advertising everyday. It’s sometimes become annoying or being filtered out.


Marketers are now trying to find a continuous dialogue and the establishment of a relationship between the marketer and the consumer, allowing the marketer to better understand the target audience (Brengman, Cauberghe & Thielemans 2007)

Interactive media are more simulative for the potential customer to give feedback than the traditional one. A 2-way communication is not a traditional advertisement can not do. Traditional advertising is now a clutter, but interactive advertisements are comparatively more acceptable by potential customer. Once they interact with the ad, means that they are willing to know more, and this is the moment that are most suitable timing for them to absorb information.


The active way of feedback and the communication process can absolutely effected the level if involvement of the customers. The involvement of the customers is highly enhanced thought the 2-way communication. (Laurent & Kapferer 1985) (De Pelsmacker et al. 2008)


On the other hand, compare with traditional marketing, interactive advertising is much cheaper and cost effective. The Personalized style of it can help to niche the target customer such that to minimize the wastage of resources.



Reference:

Laurent, G. & J. N. Kapferer (1985), Measuring consumer involvement profiles, Journal of Consumer Research, 22, 1, pp. 41-53

Brengman, M., V. Cauberghe & E. Thielemans (2007), SMS-marketing, Is de Vlaming er klaar voor?, in: Vanhaverbeke W., M. Vanhoucke, P. De Pelsmacker, J. Van den Driessche & E. Henderickx (red.), Management Jaarboek 2007, Kalmthout, Duyck, R. & C. Van Tilborgh, 142-149.

De Pelsmacker, P. & P. Van Kenhove (2008), Marktonderzoek, Methoden en toepassingen, Pearson Education Benelux, Amsterdam.

- Teresa

Friday, June 26, 2009

Mobile Advertising of HK Taxis





Hong Kong taxi is first-ever launching the global positioning system (GPS) on mobile advertising roof in Asia, so that taxi roofs of vehicles can be traveling through the region, time, and even temperature, to display the advertising messages or information. So far, 30 taxis installed the new system in June, expected to be increased at the year-end of car number 200.

The new system has a combination of "remote-transmission", real-time global positioning and wireless transmission these three technologies. Taxi line of sight with a high degree of similar height, representing a billboard placed in the building more advantages, as long as the wireless transmission will be equipped with smart features LCD display mounted on taxi roofs, satellite systems will to track the location of the taxi, the taxi immediately sent to the district will be promote the use of information related to display.

System can also be creative in the provision of weather or temperature information at the same time, to promote more information and increase the attractiveness of advertising. In addition, the systems own some interactive features. For instance, when public see the ads and feel interested, they can send SMS message by mobile phone to input a password showing on the advertising, and finally they can download e-coupons. System of traceability is also as a result of the taxi “in” area, for example, taxi can show Causeway Bay restaurants’ advertising when the taxi is passing via Causeway Bay. But also at different times, respectively, broadcasting breakfast, lunch and dinner promotion, so that ads are more user-friendly.

Monday, June 22, 2009

Why interactive advertising is needed in Hong Kong today?

The followings are the statistic to show the potential customers can be reach though interactive advertising in Hong Kong today,

"57% and 41% of netizens in Hong Kong are actively involving in Blogging and Social Networking respectively"
(Source : Synovate Media Atlas Hong Kong (Jan-Dec, 2008))

Almost 70% of Hong Kong people are using Internet"
(Source : Internet World Stats (www.internetworldstats.com))

"In May 2009, there're over 13,850 posts of 'iPhone" are being generated on blogs, forums, newsgroups and online news sites in Hong Kong"
(Source : ezBuzz, May 1 to 30th, 2009)




The interactive advertising is used to invites people — suggesting, collaborating, amplifying, advocating and diffusing. And there will always be good storytellers.

With a simple click of the remote control or device to the advertisement, people will change from passive viewers to active participants. They will also have the higher potential to find more information, ask questions and play games. It is commonly uses in website, mobile and TV etc. to request for potential customers to response.

It is useful for brand building, direct response marketing and public relations. Whether the exposure is offline or online, the requirement is that people click to the web to research purchases, build confidence in their spending decisions and then make a purchase.