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September 22 2008
Hong Kong
The online advertising spending in Hong Kong reached HK$164MM in the second quarter of 2008 with the Finance sector the biggest spender investing HK$26MM in online ads, according to the latest AdRelevance report from Nielsen Online in Hong Kong.
As Nielsen Online’s quarterly AdRelevance report reveals, almost 1,100 advertisers in Hong Kong promoted their brands online from April to June in 2008, involving over 2,900 advertising campaigns, and more than 5.2 billion ad impressions.
Hong Kong Online Advertising Activity (Q2, 2008)
No. of advertisers |
1,094 |
No. of campaigns |
2,989 |
Average no. of campaigns / advertiser |
2.7 |
No. of banners |
6,121 |
Average no. of banners / advertiser |
2 |
Total ad impressions |
Over 5.2 billion |
Total ad expenditure |
Over HK$164 million |
By category, Finance accounted for 16 percent of the total online advertising pie, taking over Computer & Electrical (15%) as the biggest spender this time round. In the third place was Entertainment (12%), followed by Education & Learning (8%) at the fourth. Collectively, these four sectors comprised of 50 percent of the total online advertising pie in Hong Kong.
By brands, Citicorp was the largest online advertiser by ad impression in the second quarter in 2008 as well as the top spender in the Finance category with 327 million ad impressions across its campaigns. PCCW came in as a second with 190 million ad impressions, the highest within the Communications category, followed by Global Beauty International Limited and Dell. It’s worth noting that Dell continued to be the top spender in the Computers and Electrical category. Hong Kong Jockey Club ranked fifth with a total number of ad impression of 168 million.
Top 10 Adverting Brand (Q2, 2008)
Ranking |
Advertiser |
Ad impressions
(in 000’s)
|
1 |
Citicorp |
327,247 |
2 |
PCCW |
189,701 |
3 |
Global Beauty International Limited |
173,939 |
4 |
Dell |
170,061 |
5 |
The Hong Kong Jockey Club |
168,097 |
6 |
Cathay Pacific Airways Limited |
165,555 |
7 |
eBay |
141,484 |
8 |
Funtown |
139,028 |
9 |
Hong Kong Government |
111,878 |
10 |
Wall Street Institute |
108,050 |
“The Internet provides marketers with a borderless medium to reach an increasingly Internet-savvy and highly mobile audience. The online advertising market is expected to be an increasingly important advertising channel with a huge room for growth,” said Mr. Joseph Kam, Commercial Director, Nielsen Online, The Nielsen Company, Hong Kong & Taiwan.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information, media information, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com
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