Advertisers need cross-platform and cross-media metrics. Reach and frequency have long been at the heart of media trading and media evaluation. Yet the link between these metrics and potential exposure and cut through varies between and across media.
Are you absolutely certain that your marketing communication is positively impacting your brand perception? That your new products or concepts are meaningfully resonating with consumers?
Despite its tiny size relative to much larger neighbors, Hong Kong wields disproportionate influence on the travel market both with residents who travel extensively as well as being a key destination in the region. With the arrival of peak travel season for Hong Kong, let’s take a closer look at these travel patterns – starting with the region as a whole.
The rise of smartphones has transformed lives globally. Specifically in Hong Kong, 77% of consumers never leave home without their smartphone.
Derek Tan, Research Director at Ipsos Hong Kong, talks about Big Data and its impact on Market Research.
As Asian brand owners start expanding beyond the region, corporate reputation has found a newly important role as it has shown to have tangible impact on the value of a brand asset.
Despite research that shows that intangible assets of service organizations (of which reputation and brand equity comprise a major part) can account for up to 80 percent of a company’s total market valuation, this is only just starting to affect how strongly business decision-makers across Asia Pacific are making the link between their brand reputation and their day to day operations.
In an era of modern advertising, endorsement is no longer asking a super star to appear on TV, telling the audience how good the product is. Nowadays, it is more about generating cut-through, triggering re-transmission, and persuading consumers they could experience the brand as the celebrity did.
It is about integrating the celebrity into your current marketing strategy – and especially your branding – via matching brand personality with target segment.
Given the current economic times, marketers are looking to optimize every dollar invested that support brands so as to maximize any competitive advantage they can.
In reviewing TV advertising response together with media buying practices throughout Asia Pacific, we see considerable potential for improving advertising ROI across the region.