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8 April 2010
Hong Kong
The year 2009 had been a challenging one for all marketers with declining business sales and reduced advertising budget. As Hong Kong consumers saw early signs of economic recovery in the latest quarter of 2009, advertisers are also getting more optimistic and, as a result are spending more of their advertising budgets online. Spending on online advertising in Hong Kong accelerated in the latest quarter of 2009 and peaked at HK$255 million, contributing to a full year total spending of HK$869 million. The Finance sector was the biggest online spender in 2009, accounting for 16 percent of the total market spends, according to the latest AdRelevance report from Nielsen Online Hong Kong.
All major indicators in Nielsen’s latest Online AdRelevance report suggested that more advertisers are turning to the online platform as part of their marketing plans. According to the Nielsen AdRelevance year-end report, over 2,500 advertisers in Hong Kong advertised online from October to December in 2009, an increase of 137 percent from Q4 2008. The number of advertising campaigns has been doubled from 3,062 in Q4 2008 to 6,152 in Q4 2009, indicating a significant increase in importance of the online platform.
|
Q4 2009 |
Q4 2008 |
No. of advertisers |
2,514 |
1,060 |
No. of campaigns |
6,152 |
3,062 |
Average no. of campaigns / advertiser |
2.45 |
2.89 |
Total ad impressions |
Over 8.2 billion |
Over 6.4 billion |
Total ad expenditure |
Over HK$255 million |
Over HK$208 million |
“All major indicators in the fourth quarter suggested that advertisers are more confident in turning to online advertising as economy picks up, as evidenced by a strong year-over-year growth in advertising expenditure, especially outperforming that of traditional media amidst a slow economy in the first three quarters of 2009. As we see from a full year perspective, an increase of 17 percent in total online consumer spending indicates that online advertising is gaining its competitiveness as compared to other traditional forms of media,“ 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$139 million in 2009, accounting for 16 percent of the total online advertising pie, surpassing Computers & Electrical (HK$117.8 million) as the most advertised category. Over the last year, the financial institutions (i.e. banks, insurance companies, loan service providers) actively advertised online to promote their trustworthy and reliable images as they gone through the economic crisis in 2008. Advertising on personal loans, credit cards and wealth managements were some of the popular online advertising segments for its high interactivity with its targeted customers.
Taking the third position was Entertainment (HK$117.2 million), followed by Education & Learning (HK$115 million) in fourth place. Collectively, these four sectors make up over half of the total online advertising market in Hong Kong in 2009.
Ranking |
Industries |
Ad Expenditure |
1 |
Finance |
HK$138.7 million |
2 |
Computer & Electricals |
HK$117.8 million |
3 |
Entertainment |
HK$117.2 million |
4 |
Education & Learning |
HK$115 million |
5 |
Health / Pharmaceuticals |
HK$57.7 million |
“The Internet provides marketers with a borderless medium to reach in increasingly Internet-savvy and highly mobile audience, given the rapidly increasing popularity of the Internet. The Internet is becoming a more competitive platform for advertisers to effectively reach their target audience in a cost-effective way,” said Mr. Kam. “With more people turning online, spending an average of almost 20 hours on internet per week, more advertisers will leverage the Internet as a sufficient and efficient advertising platform to deliver messages across a large targeted group. Advertising follows eyeballs, and well targeted message will have higher relevance to people in the right locations, thus a higher ROI (return on investment) will be seen.”
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.
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