SCMP Expert Delivers Digital Insights

June 8, 2017
SCMP Updates
Charles Lai, the SCMP's associate digital director, took to the stage on May 5 to deliver his insights at the IAB & HKDMA PROGRAMMATIC & MOBILE TRAINING SERIES in Hong Kong. The training event, held at Google's offices, addressed key issues facing professionals in the digital advertising industry, such as the automated buying and selling of media known as programmatic. While acknowledging the benefits of the approach, Lai warned that over applying targets could compromise the reach of any advertising campaign, and that brand safety should never be compromised. Comparing the 'old days' when 90 per cent of an advertising dollar would go to actual media placement with a publisher, with programmatic today, Mr Lai estimated it is only around 50 per cent due to the many other parties now involved in the eco-system in an effort to improve media buying efficiency. “And as a publisher we have to handle viewability very carefully without causing usability annoyance,” said Mr Lai. While acknowledging the benefits of the approach, Lai warned that over applying targets could compromise the reach of any advertising campaign, and that brand safety should never be compromised.
About South China Morning Post Publishers Limited

South China Morning Post Publishers is a diversified media company whose principal operations include newspaper, magazines and custom publishing; interactive products and marketing services.

Our core business focus is publishing, and we create, distribute and syndicate high-quality content focusing on Greater China and the Asian region, across both print and digital platforms.

Our publishing operation focuses on five main areas: News, Recruitment and Education Business; Magazines; and Advertising and Marketing Solutions and Contract Printing. Within each of these divisions, we provide a portfolio of high quality products and services to both a local Hong Kong audience, as well as to a wider audience across Asia and the world. Aside from generating world class news and infotainment content, we provide complete marketing solutions for our advertisers, from custom publishing, offering high quality magazines and brochures, as well as developing and managing events, 360 degree marketing campaigns.

For further information, please contact us