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Digital ad is making a mess in the market: Executive Director of HK4As

出自香港新聞網 - 樹仁新傳系學生實習習作

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By Isabel Ng, 9th Oct 2018

There is a growing concern among both publishers and marketers alike that some sites are so crammed with ads that they risk turning off users, causing them to leave the service, or use an ad-blocking service, said Executive Director of HK4As.

“Youtube forces you to watch a 15 secs ad before a selected video is played, without skipping the ad. Digital ad is ‘making a mess’ in the market,” said Angela Ng at an assembly at Shue Yan University today.

We've come to a point with concepts like ad blocking, where consumers are complaining about digital ad experiences, said Ng.

In recent months, perhaps even years, marketers have developed a healthy concern for the “safety” of their brands across media channels, particularly digital ones involving user-generated content such as YouTube and Facebook.

Among the biggest offenders: pop-up ads, redirects that send you to a site you don’t want to visit, autoplaying video ads and those dreaded interstitials, which “occupy the entire screen,” said Ng.

Angela Ng is the Executive Director of HK4As and the founder of the HK4As’ Kam Fan Awards. She had been working in the advertising industry and aims to aspire Hong Kong students to feel the excitement of the ad industry.

Apart from the overflowing digital ads, clients and advertising corporations should take course to learn about creative campaigns, said Ng.

“It is miserable that we (advertising agencies) don’t know how to sell a product. Budgets on digital ads could not be precisely measured.”

At the assembly, Ng also mentioned that 100Most blows up social media and became a pop culture phenomenon. It seems 100Most is going viral in Facebook, targeting post-80s as its main audience. However, the fad would only last for a short period, said Ng.

100Most, launched in 2013, describes its style as “snappy and funny” and as reflecting the attitudes of Hong Kong’s young people. In 2015, the company established TV Most, an online video platform that provides sarcastic video takes on daily issues.

Clients still prefer traditional service rather than these newly-developed ideas. 100Most should ‘find a way to sustainability’ to stay competitive in the market, said Ng.

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