China International New Media Forum
Speaker: Don Hsi
Title: Chairman & CEO
Company: Henbang Corporation
Title: Interactive Behavioral Advertising (IBA)
Henbang is a company founded by seasoned internet and advertising professionals from U.S. and China in August 2004. Headquarter in ShangHai, China, Henbang provides targeted advertisement via its innovative Interactive Behavioral Advertising (IBA) platform. IBA is both a new advertising platform and technology that provide a new dimension for conventional advertiser to achieve highly effective form of advertisement and marketing.
The unique characteristic of IBA evolved with the emerging New Media platform. It exploits the interactive nature of New Media medium such as Internet, Computer Desktop, Smart Phone, IP TV, and other interactive devices. On top of the traditional single-directional “Push” of an Advertisement, IBA is capable of collecting users’ feedback and reaction from each Ad delivered.
The basic requirement for any effective Ad is to ensure its content is interesting to the viewer; additionally, it should empower viewer of the Ad by offering them “Control”. One reason most traditional Ad are quickly losing their effectiveness is the Static nature of most Ad being delivered today. This problem can be eliminated with IBA delivery. Once user show interest with the Ad, it will then be motivated to Interact with the Ad, thus user’s interaction and feedback (Behavior) are collected.
The Data Collection is a critical part of this process in order to fully utilize the IBA platform. A backend engine with Data Mining, Data Warehouse is required to Extract the enormous amount of data being collected. After the Extraction process, data will be Transformed and Normalized base on the needs from each advertiser and market researcher. Eventually, reports will be generated for the advertisers for decision support and user behavioral analysis.
With the arrival of 3G, processing rich media on mobile devices will become a norm. With the limited form factor of a mobile phone, delivering effective Ad is a major challenge. Henbang is developing its IBA platform with the exact goal in mind; With IBA, a 5 second Ad displayed on a small mobile phone can garner highly effective result, along with the data collected that include the user’s mobile phone number and its location information.