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August 13 2009
Hong Kong
All major indicators in Nielsen’s latest Online AdRelevance report suggest that advertisers continue to turn to the online platform for advertising. According to the Nielsen AdRelevance mid-year report, Online advertising's momentum remained and recorded a good 1st Half this year, with estimated advertising values reaching HK$351 million, an increase by 4.4 percent, over the same period last year.
As the latest Nielsen AdRelevance report reveals, the online platform continues to secure a stable base of 2,200 online advertisers, while the number of advertising campaigns has increased substantially from 5,885 last year to 7,158 this time round, a jump of 22 percent.
No. of advertisers |
2,239 |
No. of campaigns |
7,158 |
Average no. of campaigns / advertiser |
3.19 |
Total ad impressions |
Over 11.2 billion |
Total ad expenditure |
Over HK$351million |
“All major indicators in the 2nd quarter suggest that advertisers are increasingly turning to the online platform, as evidenced by good year-on-year and quarter-on-quarter growth in ad expenditure, outperforming that of traditional media amidst a slow economy. A stable advertiser base with an increasing number of campaigns means that more campaigns were launched online per advertiser,” commented Joseph Kam, Director, Online Services, The Nielsen Company, Hong Kong & Taiwan.
By category, Finance assumes the most advertised sector on the Internet in the 1st Half of 2009 with an estimated online ad value of HK$65MM, followed by Computers & Electrical ($51MM) and Education & Learning ($48MM).
Fastest Growing Categories
As the trend continues for companies to go online for a greater share of voice, Nielsen reveals that some ‘new’ categories have emerged in the online space, which appear to be diverting more advertising dollars into online than previously. The most eye-catching being the Introductions/social networking websites which was the fastest growing category of all. Automotive, Sundry Services, Real Estate and Fashion were among the top five categories that have substantially increased their online advertising activities compared to the same period last year.
Ranking |
Categories
|
Growth by Ad Value |
1 |
Introductions/Social Networking |
1014% |
2 |
Automotive |
201% |
3 |
Sundry Service |
194% |
4 |
Real Estate |
180% |
5 |
Fashion |
172% |
In the first six months of 2009, online advertising for ‘Introductions/Social Networking’ websites recorded a 10-time increase in their estimated ad value (1014%) compared to the same period last year. The growth was mainly driven by the friend-making websites where the advertising channels used by these sites increased 64 percent in the first half of 2009.
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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