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February 23 2009
Hong Kong
Spending on online advertising in Hong Kong peaked in 2008 at HK$208 million in the fourth quarter, a 33-percent increase from the third quarter, contributing to a full year total spend of HK$702 million. The Finance sector was the most advertised category online, accounting for 17 percent of total market spend, according to the latest AdRelevance report from Nielsen Online Hong Kong.
As Nielsen Online’s quarterly AdRelevance report reveals, more than 1,000 advertisers in Hong Kong advertised online from October to December in 2008. The number of advertising campaigns increased by four percent from 2,948 in Q3 to 3,062 in Q4, indicating an increase in the number of online campaigns per advertiser.
No. of advertisers |
1,060 |
No. of campaigns |
3,062 |
Average no. of campaigns / advertiser |
2.89 |
Total ad impressions |
Over 6.7 billion |
Total ad expenditure |
Over HK$208 million |
“The importance of online advertising is expected to grow in tandem with the popularity of the Internet and in the current economic environment where advertisers are revisiting their media plans, the Internet is becoming a more competitive platform for advertisers to effectively reach their target audience,” said Mr Joseph Kam, Commercial Director, Nielsen Online, Hong Kong & Taiwan.
By category, Finance was the most advertised sector in cyber space, with total spending of HK$36.6 million in the fourth quarter of 2008, accounting for 17 percent of the total online advertising pie, surpassing Computers & Electrical (14%) as the most advertised category in the latest quarter. Taking third position was Entertainment (11%), followed by Health / Pharmaceuticals (9%) in fourth place. Collectively, these four sectors make up half the total online advertising market in Hong Kong.
Among the top 10 categories, Health/Pharmaceutical (9%), Retail (8%) and FMCG (7%) take represent single digit shares in the online advertising space indicating much room for further growth.
At brand level, Citicorp was the largest online advertiser by ad impression in the fourth quarter of 2008 as well as the top spender in the Finance category with 441 million ad impressions across its campaigns. Citicorp’s aggressive online advertising effort also beat PCCW (263 million ad impressions) who topped the list in the previous quarter. Global Beauty International Limited, Sony and Dell ranked among the top five advertisers by number of ad impression.
Ranking |
Advertiser |
By Ad impressions
(in 000’s)
|
1 |
Citicorp |
441,133 |
2 |
Global Beauty International Limited |
283,440 |
3 |
PCCW |
262,585 |
4 |
Sony |
189,858 |
5 |
Dell |
177,758 |
6 |
eBay |
172,658 |
7 |
Wall Street Institute |
166,714 |
8 |
The Hong Kong Jockey Club |
147,070 |
9 |
Hong Kong Government |
128,553 |
10 |
HSBC |
127,140 |
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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