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January 15 2009
Hong Kong
With the Internet becoming a fast emerging platform for consumers, advertisers and marketers’ demand for a trusted measurement of online advertising is strongest ever, The Nielsen company announces the launch of Online Advertising Effectiveness in Hong Kong in cooperation with the Interactive Advertising Bureau Australia (IAB Australia) to help marketers better leverage their marketing budgets and opportunities.
“According to the Nielsen Media Index, a product of The Nielsen Company, the Internet usage has risen from 53 percent (yesterday usage) to 60 percent year on year, indicating an increasing reach of the Internet among Hong Kong population. Yet spending on online advertising has experienced a relatively stable growth presenting huge room for further growth should a reliable measurement is in place to help marketers and advertisers make better media decisions,” commented Joseph Kam, Commercial Director, Nielsen Online, The Nielsen Company, Hong Kong & Taiwan. “Importantly, online advertising has a strong role to play for marketers focusing on brand development.”
To cope with this rapid market change and strong demand, Nielsen Online has brought to Hong Kong its cooperation with IAB Australia and the five major online publishers (i.e. Yahoo!, MSN, Fairfax Digital, News Digital Media and Sensis MediaSmart) to test the effectiveness of online advertising.
The Online Advertising Effectiveness testing is moving beyond the internet click-through, to a deeper level of understanding in effectiveness by quantifying soft measures such as brand awareness, execution diagnostics and purchase intention. The use of the cookie technology also helps isolate the communications impact to online channels alone.
“With our deliverables, we can demonstrate and prove that digital needs will be an important part of advertisers’ media mix,” added Mr Kam. “Nielsen’s Online AdEffectiveness can not only help advertisers better evaluate the effectiveness of their online advertising campaigns but it can also help shape and grow the online advertising market at a faster pace.”
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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