Y&R Hong Kong launches '1-to-1' data-analytics service

Beverly Ho

Beverly Ho

Apr 12, 2017 - Olivia Parker of CampaignAsia writes: Y&R Hong Kong has launched a new first-party data analytics and activation service, with the simple stated aim of "helping brands win more business". Named ‘1-to-1’, the in-house service will collect information directly from customers to help deliver more personalised content. 

“Marketers have acknowledged that first-party data delivers the highest return on investment of any data type, giving [brands] competitive advantage because it is unique to their business,” said Beverly Ho [pictured], general manager of Y&R Hong Kong. “The authenticity of first-party data provides deeper insight, inspires more meaningful and targeted messages to audiences with improved efficiency using programmatic advertising.” 

The service is expected to be particularly relevant to the Hong Kong market, given that the mobile subscriber penetration rate in the territory reached 233.7 percent in December, according to the latest statistics from the Office of the Communications Authority. More...