Pixels Ltd
- HKGCC Membership No. :
- HKP0604
On Target Advertising
Traditional advertising in print media will likely be completely replaced by digital advertising within 10 years, according to Kevin Huang, co-founder and CEO of Pixels Limited, a digital advertising sales agency.
He is certainly correct in saying that the trend is moving to digital. A recent report from the Digital Marketing Association of Hong Kong revealed that the share of digital advertising overtook TV advertising in the city in 2015.
This shift is a reflection of changing habits. People seeking information are now likely to turn first to the internet, and the advertising money has followed them online.
Pixels, established in 2002, is a firm fixture of the city’s digital marketing industry, even as more and more competitors enter the market. Over the years, it has worked in partnership with big names such as Microsoft, Google, Spotify and Skype.
“The biggest difference between digital marketing and traditional advertising on print media and TV, in a nutshell, is the use of big data,” said Huang.
Gathering huge amounts of information means that internet users’ behaviour and habits can be tracked and analyzed to deduce their age, gender, social class and interests. Then a massive database is created, he explained, in which users are grouped into different segments.
“Capitalizing on such information, we are able to deliver tailor-made marketing solutions to target specific audience segments according to the characteristics of a given product, which significantly improves the effectiveness of our campaigns.”
This highly specific targeting is at the core of Pixels’ success, as it “provides the right message to the right people at the right time,” Huang said. “When you are presented with the right content at the right time, it becomes a piece of timely information rather than a mere piece of advertising.”
Digital marketing is also more flexible than traditional advertising as it allows changes to be made to an ongoing campaign.
“When a campaign is not working as we had expected, we can always make instant adjustments to it based on the real-time statistics – say relocating the advertisement or displaying it on other platforms – so as to optimize the results,” Huang said.
Another merit of digital marketing is its highly measurable performance indicators. With traditional marketing, it is difficult to say how many people made a purchase as a result of an advertisement.
“But with digital marketing, everything including the website traffic, sales increase, and users’ journey from clicking on the ad to buying the products online can be tracked,” Huang explained. “This means businesses can have a full gauge of the profitability of their expenditure.”
From its original Hong Kong base, Pixels has expanded across the region and now has offices in Kuala Lumpur, Singapore and Taipei. In 2015, the company was acquired by Gravity4, a U.S.-based digital marketing firm, allowing Pixels to benefit from Gravity4’s technology in the sector.
Looking ahead, the company plans to focus on the development of content marketing, programmatic advertising and mobile technologies including voice-activated advertising, augmented reality, virtual reality and chatbot.
When asked about Pixels’ recipe for success, Huang joked that he wished there was some sort of formula to follow, but in reality there isn’t, as the industry is a green field. He said that being passionate about what you are doing and having faith in your industry is important, and that building strong relationships with clients is also crucial.
“Throughout the years, we have reminded ourselves to always operate with integrity, be a trustworthy partner and always value our clients’ success as much if not more than our own,” he said. “That’s how we win our clients’ hearts.”
Company：Pixels Ltd
HKGCC Membership No. ：HKP0604
Established ：2002
Website：http://www.pixels.asia
