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December 23 2008
Hong Kong
The online advertising spending in Hong Kong reached HK$156 million in the third quarter of 2008, a four percent decline from the same period in 2007. Computers & Electrical was the most advertised category online, accounting for one fifth of the total market spend, according to the latest AdRelevance report from Nielsen Online Hong Kong.
As Nielsen Online’s quarterly AdRelevance report reveals, 1,000 advertisers in Hong Kong advertised online from July to September in 2008, with an 11 percent increase from 900 advertisers compared to Quarter three, 2007. The number of advertising campaigns increased by 28 percent from 2,294 in Q3 2007 to 2,948 Q3 this year, indicating an increase in the number of online campaigns per advertisers.
| No. of advertisers |
1,000 |
| No. of campaigns |
2,948 |
| Average no. of campaigns / advertiser |
2.9 |
| Total ad impressions |
Over 5 billion |
| Total ad expenditure |
Over HK$156 million |
“The importance of Online advertising is expected to grow in tandem with the popularity of the Internet and amidst the current economic environment where advertising are revisiting their media plan, the Internet emerges as a highly competitive and complementary platform for advertisers to effectively reach their target audience,” said Mr. Joseph Kam, Nielsen Online, Hong Kong & Taiwan.
By category, Computers & Electrical has become the biggest fan of online with a total spending of HK$34 million in the third quarter 2008 which accounted for 23 percent of the total online advertising pie, taking over Finance (17%) as the most advertised category in the latest quarter. Taking the third position was Entertainment (15%), followed by Health / Pharmaceuticals (8%) at the fourth. Collectively, these four sectors comprised of over 60 percent of the total online advertising market in Hong Kong.
On brand level, PCCW was the largest online advertiser by ad impression in the third quarter in 2008 as well as the top spender in the Communications category with 507 million ad impressions across its campaigns. PCCW’s aggressive online advertising effort also beat Citicorp (378 ad impressions), the top spender in the Finance category. eBay and Global Beauty International Limited and Hong Kong Communication Art Centre ranked among the top five advertisers by the number of ad impression.
Ranking |
Advertiser |
By Ad impressions
(in 000's)
|
1 |
PCCW |
507,125 |
2 |
Citicorp |
378,254 |
3 |
eBay |
235,733 |
4 |
Global Beauty International Limited |
188,575 |
5 |
Hong Kong Communication Art Centre |
188,188 |
6 |
Hang Seng Bank |
143,739 |
7 |
Hong Kong Management Association |
135,217 |
8 |
Dell |
131,493 |
9 |
Hong Kong Government |
115,937 |
10 |
Estee Lauder |
108,356 |
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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