Forecast And Analysis Of High Speed Growth Of Luxury Online Advertising Expenditure In 2012

In recent years, foreign brands have been competing to come to Hong Kong to open stores. Newspapers and magazines have benefited a lot of full page advertisements, but good prospects may not last long, because the latest market survey indicates that more and more famous brands choose to sell advertisements on the Internet and gradually reduce them.

The industry believes that online advertising can aim at the top customers in a targeted way, which is more suitable than traditional advertising.

According to StarcomMediaVest, the US market maker, as at the end of October, Hong Kong

ChrisMaier, director of MillwardBrown advertising company, believes that the Internet was popular in Asia about ten years ago, and that most of the advertisements on the Internet were mass consumer goods, because Internet users were younger and not the target of high-end products.

But he said that over the past two years, this trend has reversed, and luxury brands are beginning to feel that the effectiveness of online advertising is better than that of traditional media.

For example, according to global statistics, the upper limit for consumers to watch TV commercials is 6 times. Once the period of play is too long, consumers can read seventh times, and the cost of advertising will exceed the marketing value.

On the contrary, online advertising can count the number of times the same user watches advertisements, and then automatically stop or change the content.

According to MillwardBrown statistics, after watching the online video ads, consumers will buy about 70% higher than TV advertisements.

Cai Baode, managing director of YAHOO (Yahoo), pointed out that the online advertising of luxury brands has surged in the past two years. "More than 10 years ago, the famous brand despised the Internet. At that time only washing powder and other products sold on the Internet."

But in the past two years, all the famous brands you read and I didn't read were all online advertisements.

Cai Baode revealed that YAHOO's overall advertising and fees increased by about 25% this year, and advertising revenue from luxury goods increased by more than 60% in Hongkong.

He expects that luxury online advertising will continue to grow rapidly next year, and YAHOO will tailor advertisements to customers to improve their effectiveness.

Cai Baode laughs. "Many people, like him, can afford famous brands but do not know how to pronounce them.

Therefore, YAHOO will launch its first service in Hong Kong. Please demonstrate the pure pronunciation of more than 1000 luxury brands, and users can listen to it only one click.