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BANG FOR YOUR BUCK? THE CHALLENGES IN REACHING TEENAGERS VIA ONLINE ADVERTISING IN CHINA
...and how brands like Motorola, KFC, China Telecom and Pringles have it right. A qualitative market research study of the attitudes towards online advertising among Shanghai teenage
Introduction
As online advertising grows in China, several key questions remain.
- Is online advertising working hard enough in brand communication to justify the level of investment by brand owners?
- As many online business models are dependent upon the generation of revenue via online advertising, is the ability of online advertising to communicate being over valued and, therefore, is the pricing of online advertising vastly out of sync relative to traditional forms of advertising?
This qualitative market research study conducted among teenagers in Shanghai clearly indicates that the Chinese consumers of tomorrow have little regard and pay less attention to many forms of online advertising. While there are several exceptions, there are clear indications that brand owners, online advertisers and communication professionals may need to revisit their approach and valuation of online advertising in order to justify investment in the medium.
This research study examines the reaction to online display advertising, search engine advertising, embedded advertising, online promotions and viral advertising. The research findings indicate that the type of online advertising with the smallest share of total online advertising spend appears to be working the hardest and is the most effective in communicating to teenagers.