EVERY LITTLE BYTE COUNTS

2014/11/21

From：Macau Business

Printed media is still the number one means of reaching the consumer used by local companies but digital advertising is coming of age, say analysts and those working in the field. Over the years, companies in Macau have been investing more or less the same in advertising but adopting a more targeted approach. That’s why, even though printed ads are still the communication tool of choice, the Internet is elbowing its way through the pack.
Overall, advertising sector revenues increased 40 percent in 2013, returning MOP559 million. Of this, 73 percent came from advertising services per se, which corresponds to an overall annual increase of 46 percent, while revenues derived from the organisation of conferences and exhibitions dropped 23 percent.
The chairman of the Association of Advertising Agents of Macau, Keyvin Bi, says the Internet appears to be leading the charge, while more expensive and traditional media such as outdoor billboards are waning in popularity. “We only see banks, casinos or some fuel companies using them”, he says. “Outdoor billboards can cost MOP200,000 to MOP300,000 for one month or half a month, depending on location.”
Local companies primarily resort to printed advertisements in newspapers but even they are now starting to advertise on the Internet. “The Internet is much more efficient and cheaper”, Mr. Bi explains, adding: “They can advertise on Macau websites but they can also buy advertising through social media such as Facebook. Or, if they’re trying to promote an event, firms can advertise through Google or Yahoo.”
Foreign firms usually invest more than local ones in advertising, as Macau firms already know the market, using, instead, the best-respected “word of mouth” method to publicise their products or services. Moreover, Mr. Bi also says that overseas companies usually choose a Hong Kong or Mainland Chinese advertising agency. “Most of them don’t buy directly from local companies, always from a foreign advertising agency. Even casinos will not buy directly from a local advertising agency”, he says.
The full story can be read in this month’s issue of Macau Business magazine, available at newsstands or online at magzter.com

Copyright@Macau Business