The Casbaa Convention 2008, kick-starting on 30 October in Hong Kong, will turn the spotlight on the advertising sector.
The session will start with a curtain raiser by MTV Networks International chairman and CEO Bill Roedy with participants like Coca-Cola Asia Pacific regional creative director Linda Kovarik, Star senior VP ad sales Jonathan Ellis, TNS Media Research global head of return path data service Nick Burfitt, M&C Saatchi Asia CEO Chris Jaques and Frederick Saurat who is the co–founder of European mobile advertising media specialists.
Opening the morning will be GroupM Asia Pacific CEO Mark Patterson with insights on pay-TV advertising, followed by a case study analysing the value of a new generation pay-TV advertising tool – “interactive advertising” – presented by PCCW MD advertising and interactive services Lindsay Servian.
Meanwhile, Casbaa has also announced the revamp of its one-stop Power of Pay TV portal. The website is for advertisers, media planners and buyers featuring pay-TV country data covering 15 markets as well as successful case studies of recent pay-TV campaigns.
According to Casbaa, household penetration for pay-TV now stands at almost 300 million households across the Asia-Pacific, or 43 per cent of all TV households. With the unique competitiveness of pay-TV platforms over traditional advertising media such as print and free-to-air TV, more and more marketers and advertisers recognize the benefit of reaching target markets with far greater efficiency.
Casbaa CEO Simon Twiston Davies says, “Since the launch of the ‘Power of Pay TV’, Casbaa has been working closely with our broadcaster, platform operator and research agency partners to track pay-TV advertising performance.
“Our sector is receiving a growing, positive response from agencies and advertisers who regard pay-TV platforms of all kinds (cable/satellite/IPTV and mobile) as the next generation tools for brand building”.