HONG KONG, May 11, 2015 /PRNewswire/ -- iClick Interactive Asia ("iClick"), a leading integrated advertising technology company based in Hong Kong, organised the first industry conference on programmatic marketing in the territory on 8 May, 2015. The conference examined and discussed industry best practices in programmatic marketing and digital advertising trends.
More than 500 publishers, advertisers, marketers and agency executives attended the event. Headline speakers at the conference included senior executives from major publishers like Baidu, Tencent and Google.
The conference also unveiled the findings of an independent research study commissioned by iClick. The survey, conducted by a third party research company, Ipsos, shows that advertisers in Hong Kong plan to spend 20% more on digital advertising than they did last year. A cross-channel approach is becoming common in digital advertising and encouraging the growth of the spending. Across all types of digital media, social media and search engine are the two most preferred channels for marketing campaigns.
Despite the growing popularity of cross-channel digital advertising, only 23% of advertisers have used an integrated platform to manage their cross-channel campaigns. The survey also shows that almost 60% of advertisers have an unhappy experience in cross-channel management. Tracking campaign effectiveness and integrating campaigns on various channels are the top two challenges that advertisers are faced with.
Speaking at the conference, founder and CEO of iClick, Sammy Hsieh, remarked that "Digital channels have become the primary information source for advertisers' target audience. It is notable that the trend of advertising is moving away from traditional forms and the effectiveness of reaching consumers through digital channels has been increasing."
Sales promotion and branding are the key marketing objectives in the digital advertising campaigns being conducted according to the survey.
The survey also shows that 86% of advertisers desired to have a single platform to manage their cross-channel digital marketing campaigns and most of them expect to obtain better data analysis and effectiveness measurement.
"Programmatic marketing, which offers advertisers a single platform and integrated solution in cross-channel marketing, is undoubtedly an effective tool for marketers who need to manage various campaigns on multiple digital channels." Hsieh added.
Other topics discussed at the conference included programmatic marketing in China, mobile advertising and publishers' views on media landscape changes.
To obtain a summary of the conference, please visit http://www.i-click.com/pmhk/highlights/
ABOUT ICLICK INTERACTIVE ASIA
iClick Interactive Asia ("iClick") is a leading integrated advertising technology company connecting worldwide advertisers with the audience in China. Its proprietary Programmatic Marketing Platform ("PMP") is the first of its kind in China that truly integrates search, display, mobile and social media advertising. The core of iClick's PMP is supported by tremendous data and advanced technology, which help both international and domestic advertisers reach their targeted customers in China through multi-channel marketing. Headquartered in Hong Kong, iClick was established in 2009 and now has seven offices in Asia with more than 400 employees.
Media contacts:
Helen Lam/ Tim Nicholls
Paradigm Consulting
Telephone: +852-2251-9082
Email: helen.lam@paradigmconsulting.com.hk
Email: tim.nicholls@paradigmconsulting.com.hk
