Successful Strategies for yes.com.hk - A Case Study for Internet Advertising Business

R.C.T.Cheung, Assistant Professor, Department of Computing, Hong Kong Polytechnic University, Hong Kong. Email: csronnie@comp.polyu.edu.hk

P.P.F. Lo, S.I. Leong, Y.M. Law, C.M. Chau,  Hong Kong Cyber University, HKCyberU ,  Email: cyberu@comp.polyu.edu.hk

Keywords

Internet advertising, banner ads, targeted marketing, click-through rate

Abstract

yes.com.hk, a spin-off company of the publisher of the teen magazine "YES!", started its operation in mid 1996 as a vertical portal for teenagers in Hong Kong. The company has gone through several different business models from subscription-based to B2C and has decided to stay with the pure advertising-based model after the failures of previous business models. Nonetheless, the advertising model has suffered many setbacks after the recent dotcom crash and yes.com.hk's revenues have decreased since mid-2000. In this paper, we investigate several methods to improve revenue for yes.com.hk by considering the advertising strategies of yes.com.hk. Finally, we make several suggestions based on the results of our analysis.