Nielsen has recently released the Southeast Asia Digital Consumer
Report on 30th September 2011. This report aims to investigate the
current state of play of digital consumers in Singapore, the landscape
in which they interact, with what devices, and ultimately, where things
are headed. Noticeably, there is a strong emphasis on the impact of
social media on consumers.
A key finding from Nielsen’s report is that HWZ is the most
popular online forum among digital Singaporeans. Six in ten have ever
visited this forum and one quarter visit monthly or more often.
In most consumer sectors, there is always this age group or
minimum education level or occupation type or minimum household income,
or a combination of one or more that constitutes the core target
Based on August Nielsen research data on demographics via their
Market Intelligence, we had done a detailed breakdown of the HWZ
audience profile against the market average.
Contrary to the seemingly obvious, HWZ does have quite an even
spread of male and female readers at 58% to 42% respectively. This is a
clear indication that female readers nowadays are generally quite tech
savvy and at the same time find HWZ content useful for in their tech
purchases decision making.
If you have stayed long enough in
the media industry, the above wouldn’t sound unfamiliar to you. So are
display banners really dead? Without thinking too much, it does seems
so with the falling click-through rate (CTR). And with the whole
industry still using CTR as a basis of measurement of campaign
performance, it’s bad news for publishers, like us.
CTR is a function of total ad impressions and with more people
spending more time in the online media, there is an explosion of
available ad impressions. Coupled this with the fact that these days
people are generally averse to advertisement; more ad impressions, less
desire to click on advertisements, a falling CTR is almost certain.
That is one of the core reasons why in recent years, one sees the
rise of ad networks and ad exchanges and now even demand side
platforms. To be fair, these various options exist to help advertisers
maximize their marketing dollars because no one advertiser has the
budget to buy in millions or billions or even trillions of ad
Let’s pause to think – is there no other way to solve this