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 audience.
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 impressions.
Let’s pause to think – is there no other way to solve this problem?