Hong Kong-Don’t try to force feed advertising to consumers, especially youth. Look for ways to engage with consumers so they spend time with brands. Recruit people who can influence consumers. And spend more on online marketing. These were among the opinions voiced at a panel session on Communications in the Age of Digital Youth organized in Hong Kong last month by Carat Media Services. “You need to recruit influencers, people that will talk positively about your brand and spread that exponentially”, said Patrick Stahle, CEO Carat Asia Pacific. SY Lau, Executive Vice President, Online Marketing Services and Corporate Branding, QQ China, urged attendees to redress the balance in ad spending, noting that while youths watch TV for an average of 11 hours a week, 37% of ad budgets are allocated to that medium. Lau contrasted that with the average of 16 hours spent online each week, yet just 5% of ad budgets go to online.
Ad – Before Content
Related Articles
- Mandarin Series BREEZE BY THE SEA, helmed by Peter Ho, starring Bolin Chen and Puff Kuo releases First Look
- Samsung TV Plus brings SURFER FAST Channel to surfing enthusiasts in Australia
- DDish TV LLC Chooses PlayBox Neo Channel-in-a-Box for Broadcast Network Expansion
- JioCinema set to redefine subscription market with launch of Premium Plans
- Telecom and pay-TV services revenue in Japan to increase at 2.1% CAGR over 2023-2028, forecasts GlobalData
- UKTV has announced the commission of the brand-new series, Mudtown, for its leading crime drama channel, Alibi.