Saturday, July 4, 2009

Purchase ad placement

Digital media used as one of the channels for marketing is very popular in Hong Kong. Some media will be purchased on a specific site for their target customers. Banner advertising is purchased for a specific period. Traditionally, the most common payment is according to the number of customers who view the page as a cost-per-thousand (CPM) ad or page impressions. The other options will be agreed to per-click-through or per-action.

Recently, Citibank promote Octopus Citibank Credit Card on Apple Daily (http://hk.apple.nextmedia.com). They purchase two banner ads at the local news homepage to attract customers to apply their credit cards.
Octopus banner ad on Apple daily website














Octopus banner ad on Apple Daily website














Actually, Apple Daily has an update online advertising rate card for different types of banner ads. Take Citibank as examples, the left side banner site is called “Super Banner” while the right side is called “Large Rectangle”. According to the rate card, the payment will be $100 to $120 per 1000 views at Local News pages. Of course, if the advertiser has a specific target customer group, like female, premium channels for females will be selected and the rate will be $8000 per day fixed.
Rate card of Apple Daily website












Rate card of Apple Daily website














Some advertisers may request more creative ad, they can choose crazy ad like the below.

Special banner ad on Apple Daily website













This special adv is more expensive because the ad can be kept at the pages wherever you scroll up and down. According to the rate card, the ad is $30,000 and $15,000 per day fixed at local news and premium channel page respectively.

Post by Ellen
Student no: 08849038S
Ellen Lee

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