Eyeblaster makes a blast in Hong Kong

Hong Kong - US-based integrated digital marketing solutions company Eyeblaster has established its Asia-Pacific office in Hong Kong headed by Ross McNab, sales director for APAC.

Eyeblaster has selected the territory for its next phase of growth in the region as it believes that its cross-channel digital marketing solutions are an ideal medium for the city's thriving advertising and publications sectors to manage campaigns across regional geographies.

Hong Kong's proximity to the fast-growing China online market as the world's largest base of internet users is another important factor.

According to IDC, online advertising in Asia Pacific (excluding Japan) is expected to experience dramatic growth between 2007 to 2011 at 25.4%.

"Marketers in Hong Kong and elsewhere in the region increasingly recognise that online advertising orchestrated in a variety of formats across a variety of geographies can change the rules of engaging consumers", McNab said.

He added the company's rich media, in-stream video, display and search tools will enable interactive agencies, advertisers and publishers in Asia to deliver compelling content to reach the world's largest and fastest-growing Internet audiences.

McNab's role in Hong Kong is to educate the media industry to shift their perception of using click rates as a metric to one of pushing information through rich media by showing them what are the creative possibilities and how to execute them. He said a key trend among advertisers is investing in building deep experiential banners rather than spending money on websites and mini sites. Early adopters include entertainment, automotive and FMCG advertisers for building brands.

"Eyeblaster's integrated platform enables marketers to quickly and cost-effectively raise brand awareness, strengthen their communications with their customers, increase their website traffic and user conversion, and improve online and offline sales", McNab said.