MEDIA · KPI-DRIVEN ADVERTISING
Digital advertising planning and management in Hong Kong
ACS is KPI-driven. Define the result and measurement first, then the audience, message, moment and media role. We connect planning, launch, management and optimisation.
THE MEDIA RELAY
Direction before placement.
Budget and measurement limits, defined from the start.
The objective defines the measure.
Agree on the result, then define the KPI, budget and available evidence.
A specific role for every channel.
Connect Search, Social, publishers and Display / YouTube to the audience and decision moment.
Evidence guides the next step.
Plan → Launch → Learn → Optimise; explain the signals, limits and next recommendation.
Wade Cheng · Principal
Experience across media agencies and in-house marketing means understanding the commercial priorities, budgets and team capacity a media plan has to work with.
Start with your product, customers and available resources. Agree what matters most before choosing channels and allocating spend, with a clear reason for each recommendation.
Acquisition, membership and CRM experience helps assess the offer, enquiry process and customer follow-up alongside the ads, to understand whether the issue is audience fit or what happens next.
Combine campaign analysis with Hong Kong social listening to compare performance and customer response. Explain what to continue, change or test next, so the next budget decision has a clear basis.
CUSTOMER PROBLEM
Advertising produces impressions, views, clicks and conversions, but not every number carries the same business meaning. Without a defined result, even an on-time launch cannot tell the team what to keep, change or stop.
Reach, views and clicks do not automatically show whether the work is building awareness, attracting qualified traffic, generating enquiries or moving a trackable conversion.
HOW ACS ADDRESSES IT
Start with the objective, then define the KPI and measurement limits.
Search, social, third-party pages, display and YouTube address different decision moments. Splitting budget evenly is not the same as having a complete plan.
HOW ACS ADDRESSES IT
Assign each channel a job based on audience, message and decision moment.
Without a shared KPI, measurement boundary and optimisation rhythm, the team cannot tell which audience, message, placement or timing deserves the next unit of spend.
HOW ACS ADDRESSES IT
Keep a record of delivery, changes, reasons and the next decision.
FOUR MEDIA ROLES
Start with one channel or combine several. Each channel’s role, budget and measurement approach is defined in the plan.
ONE OBJECTIVE / FOUR MEDIA ROLES
The format follows the job.Meet an active search.
Match the message and landing destination to someone already looking for an answer.
Search placement concept: connect a coffee supplier query to a wholesale enquiry.
Build a reason to respond.
Use feed and vertical creative formats to test audiences and messages.
Sponsored feed concept: brand, product message and call to action within one post.
Reach people in a relevant context.
Connect the brand, publisher and content requirements through a managed delivery process.
Publisher collaboration concept: an editorial brand story with a clear paid-partnership disclosure.
Be present in the right setting.
Align landscape, vertical and video creative with the channel role and timing.
Display / video key visual: brand, message and call to action at a glance. Shown here as a static frame.
01 / SEARCH
Google Search / SEM
Meet people actively looking for a product or service.
WHAT YOU RECEIVEKeyword and campaign structure, setup records, search-term reviews and optimisation notes.
02 / SOCIAL
Facebook / Instagram / Threads
Test messages against audience needs to support awareness, engagement or enquiries.
WHAT YOU RECEIVEAudience and creative tests, campaign management and performance updates.
03 / COLLABORATIVE
Publisher collaboration / Paid amplification
Reach relevant audiences through the right content context.
WHAT YOU RECEIVEPublisher recommendations, collaboration arrangements, launch updates and consolidated reporting.
04 / DISPLAY & VIDEO
Digital banners / YouTube
Build awareness or reconnect through relevant audiences, environments and timing.
WHAT YOU RECEIVEPlacement and asset requirements, a flight plan, delivery records and performance reviews.
Platform features, placements and publisher arrangements depend on the account, budget, assets and availability.
A LOOK AT THE DELIVERABLES
A plan explains the choices. A report explains what happened. An optimisation note explains the next decision.
Illustrative content and data showing the deliverable format. Amounts are not a service quote or minimum budget.
01 / MEDIA PLAN
Illustrative scenario: a coffee supplier seeking wholesale enquiries.
02 / PERFORMANCE REPORT
| Channel | Spend HK$ | Clicks | Form enquiries | CPL HK$ |
|---|---|---|---|---|
| Search | 6,000 | 400 | 20 | 300.00 |
| Social | 4,000 | 500 | 10 | 400.00 |
| Total | 10,000 | 900 | 30 | 333.33 |
Enquiries mean deduplicated form submissions in this example. CPL = spend ÷ enquiries. The total uses combined spend and enquiries.
03 / OPTIMISATION NOTE
WORKING TOGETHER
Review the situation, audience, budget direction and measurement conditions, then define the result.
Confirm channels, budget, tests, access, assets and tracking before scheduling the launch.
Monitor at the agreed cadence, recording changes, reasons and actions for the team.
Explain performance, limitations and learning, then recommend what to keep, adjust or test.
WHO IT IS FOR
BRANDS & SMEs
You have a product, service or campaign that needs a consistent hand from planning and launch through to optimisation.
AGENCY PARTNERS
Your strategy or creative is ready, and you need media planning, channel management or publisher coordination.
BEFORE WE START
Yes. Tell us about your business, the problem you want to solve and your existing campaigns or assets. We will clarify objectives and measurement before deciding whether to start with one channel or a broader plan.
We quote around the objective, channels, workload and management scope. Media spend, management fees, publisher costs and new production are itemised. Platform minimums, payments and rescheduling terms are confirmed for the project. Sample amounts on this page are not a quote.
Duration, review cadence, report depth and response arrangements are written into the scope. We can discuss a defined project and subsequent management as needed; service timelines are agreed for the engagement.
Preparing specifications and coordinating existing asset versions can form part of the media scope. New concepts, design, photography, editing or substantial version production are confirmed separately.
Explore creative strategy and productionWe first review accounts, permissions and tracking, then agree the setup, ownership and handover responsibilities. Any required website or landing-page changes are scoped before the work starts.
Explore website strategy and developmentPublisher selection, outreach, quotations, scheduling, briefs, delivery, publishing coordination and available paid amplification. Arrangements depend on publisher policies, content acceptance, platform features and availability.
KPIs guide direction, measurement and decisions. Results also depend on the product, offer, creative, budget, competition, platform, tracking and landing experience, so a specific outcome cannot be guaranteed. We explain the signals, limitations and next recommendation.
Advertising covers media planning, paid placements, campaign management and optimisation. UNDARIS focuses on Hong Kong social conversation and context research. They can work together, with research and advertising scope, budgets and measures agreed separately.
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