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Internet Advertising Enjoys Higher Acceptance in HK
More Internet users in Hong Kong are accepting Internet advertising as a more interactive and informative means of advertising, a survey released Tuesday by the Hong Kong Productivity Council (HKPC) shows.
To evaluate the effectiveness of Internet advertising and help local advertisers better utilize web advertising, the HKPC conducted two surveys in March last year and from mid-November 2000 to the end of January 2001.
The phase II survey found a 0.59 percent click rate of Internet advertisements, up from the 0.35 percent click rate found in the phase 1 survey, W.C. Keung, Branch Director of HKPC, told a briefing session Tuesday.
Keung said the second phase survey was participated by 11 advertisers who had placed banner advertisements in 17 locally renowned portals for a period of four weeks to measure parameters such as impression, awareness and click rate.
The survey found that brand awareness of Internet advertising was as high as 32 percent and there are 60 percent of Internet users aware of on-line advertising.
As regards Internet advertising vehicles, banner advertisements scored the highest awareness and acceptance, followed by content sponsorship and email and newsletter.
Although advertising in traditional media was still the trend, the survey found that 80 percent of the respondents thought that Internet advertising was more interactive while 71 percent found it more informative.
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