180 Seconds with Next Media's Carina Yip
Welcome to InSkin Media Asia’s 180 seconds with… series.
What can we learn about some of the industry’s leading thinkers, in 180 seconds, the average dwell time on an InSkin Video?
Name Carina Yip
Company Next Mobile Ltd
Title Business Director
Tell us about yourself and what do you do? I am now managing the sales team at Next Mobile Ltd, responsible for sales and business development as well as the operations of various digital products under the Next Media Group. It has been an exciting journey for me to shift from traditional to digital media since 2005, and so far I feel that I am in the right place at the right time.
What are your thoughts on HK’s Digital market? The digital market has grown exponentially in last 2 years, especially on mobile. We are lucky to be one of the first few players who adopted the mobile-first strategy, and able to embrace the digital trend. Having said that, digital advertising still looks challenging to many local marketers, as advertising on traditional media has become a long-time habit for many established brands. What marketers need is more creativity in the execution of digital strategy, that leverages latest technology to enhance campaign impact, engage users and optimise efficiency.
Why is HK considered behind in using digital in the advertising plans even though so many people are online? The ups and downs of the economy in the last 8-10 years have scared a lot of marketers. In an uncertain business environment, clients tend to make conservative choices and always look for ways to maximise ROI. With familiar media, marketers are able to predict the response of each campaign. With digital, marketers are less certain. They might see the need to include digital in their media plan, but they don’t know how to bring the most of out it and how to integrate digital in their media mix. We need more agencies and marketers who are willing to think outside of the box to test and try out new things and strategy.
Where do you see the advertising market in 5 years time? Digital advertising will maintain its momentum, with increasing ad spend on video and native advertising.
What market trends in digital excite you? Audiences are increasingly consuming digital content in the form of videos. Originality and virality of video is making it a key trend, and that consumption will gradually extend to all screens.
Tell us something about you that no one knows Well, I’ve had my driving license for more than 10 years, but I just started driving again recently. If you see me driving a car next time on the street, don’t say hi just stay away!