A First for Asian-American Ad Agency: Admerasia-Initiated Online Advertising Targets Asians in the U.S. Effectively

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Admerasia initiated the development of a new online advertising system for targeting Asians in the U.S. through YouTube.

Admerasia, the pioneer and leader of full-service Asian American advertising since 1993, recently set a media milestone when it initiated the development of a new online advertising system for targeting Asians in the U.S. through YouTube.

"We take pride in being the first Asian American advertising agency to have taken this initiative," says Doris Huang, media director of Admerasia.

The initiative was borne from Admerasia's idea of targeting the high percentage of online activity by Asians in the U.S. After several weeks in development, YouTube eventually provided the solution that will now allow any company to target language-dependent Asians in the U.S., a fast-growing minority totaling more than 13 billion.

This system is based on language and location settings of U.S.-based Asian users. For its current campaign targeting the Chinese and Koreans, the settings had to be precise. Domains were set to Hong Kong, South Korea and Taiwan with IP addresses in the U.S.

China is not included in the domain setting, because of Internet restrictions there.

With all these in place, Admerasia was able to go full steam ahead with its new campaign for McDonald's on the midnight of September 10 on YouTube.

In choosing the media channel, Admerasia based its strategy on Asians' behavior online as well as its current campaign.

YouTube has the reach and ability to be culturally relevant, and addresses demographic (18-49 years old) and psychographic targets (online entertainment/TV activity is huge among Asians). It can also make the most impact for Admerasia's current campaign in only a short period of time (three months up to December 2009).

Tommy Ng, general manager of Admerasia, says this latest move of Admerasia will create more opportunities for Admerasia to cultivate new, strategic partnerships, especially its recent one with Double Click.

Sidney Yee, EVP and the agency executive in charge of the McDonald's business, agrees, "Selecting the right strategic partnerships will help our client's brand engage Asians in the U.S. and remain the industry category leader."

Admerasia has always been at the forefront of innovative marketing to the Asian-American market, whether this is traditional or digital advertising. With the latter, Admerasia has always been an early adopter. In the late 90s, it will be recalled that Admerasia was instrumental in guiding E*TRADE to the digital path with the ground-breaking "Chinese localization" of E*TRADE's English-language website.

Figures from the Phoenix Multicultural and Interviewing Service of America study of Asian Americans released this year substantiate the path Admerasia is taking in the digital world is right on track.

For instance, Asian Americans are close to matching Caucasians in the U.S. in terms of Internet access at home at 82% and 84%, respectively. Better yet, Asian Americans rule by a wide margin in the consumption of in-language/in-cultural programs or online entertainment programming (movies, TV, sports): 55% against 37% for Caucasians.

Today, Admerasia helps other general market brands such as Lowe's and Foxwoods succeed in the Asian American market by seamlessly integrating new technologies with its traditional full-service advertising.

For more information, please call Tommy Ng, Admerasia general manager, at 212-653-9177. Visit Admerasia at http://www.admerasia.com or at its offices at 159 W 25th St. 6/F, New York, NY 10001.

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Dennis Clemente
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