Each website specialises in a specific content focus that enables advertisers to create a deeper connection with female audiences, according to Kevin Huang, CEO of Pixel Media.
They are: DayDayCook.com (a cooking website containing more than 1,500 Chinese recipes), Style-Tips.com (a portal that provides information on fashion and beauty), and ZipMagazine.com (a luxury electronic pulication)
According to comScore data from March, the combined unique-user reach of the three sites is approximately 300,000 per month. This is on par with some of the leading women-focused websites in Hong Kong, said Huang.
Advertising opportunities available extend beyond the standard banner and include rich-media ads, videos, page sponsorships with the ability to tap into each of the platform’s social media presence.
Titus Au-Yeung, deputy general manager of Pixel Media said for the past year, advertisers who have been increasing their online adspends are seeking to engage targeted communities that are passionate about specific topics.
"Advertising wastage for female audiences on mass portals can go up to 60 per cent, but these specific verticals reduce wastage to between to 10 and 15 per cent," added Huang.
Advertisers that have signed advertising deals with these websites to-date include Amoy Food, Landmark, Bausch & Lomb, Bare Minerals, Dior, La Prairie, Laneige, Samsung, Sony Mobile, Estee Lauder, Tudor, Coach, Club Monaco, Canon, and Cartier.
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