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6 July 2010
Hong Kong
What a start to the year! When looking at the first three months of 2010 - spending on online advertising in Hong Kong remained strong at HK$234MM for the first quarter of 2010, which saw a significant increase of 36 percent from the first quarter of 2009. The Finance sector continues to lead the online advertising market with a total ad spend of HK$48MM from the first quarter, according to the latest AdRelvance report from Nielsen Online, Hong Kong.
All major indicators in Nielsen’s latest Online AdRelevance report suggest that the online market continues to be an effective marketing platform for marketers. According to the Nielsen Online quarterly AdRelevance report, over 1,200 advertisers in Hong Kong promoted their brand online in the first three months in 2010, an increase of 16 percent from the same period in 2009. The number of advertising campaigns reached over 4,300 during the first quarter, a significant increase of 31 percent from last year.
|
Q1 2010 |
Q1 2009 |
No. of advertisers |
1,228 |
1,057 |
No. of campaigns |
4,301 |
3283 |
Average no. of campaigns / advertiser |
3.50 |
3.11 |
Total ad impressions |
Over 7.5 billion |
Over 5.5 billion |
Total ad expenditure |
Over HK$234 million |
Over HK$172 million |
“All major indicators from the first quarter of 2010 suggest that advertisers are more confident in turning to online advertising as our economy remains buoyant, as witnessed by a strong spending in online platforms,“ said Mr. Joseph Kam, Commercial Director, Nielsen Online, Hong Kong & Taiwan.
By category, Finance was the most advertised sector in cyber space; with a total spend of HK$48 million in Q1 2010, accounting for 21 percent of total online advertising market, followed by Entertainment (HK$42 million) and Computer & Electrical (HK$26 million).
Collectively, these three sectors accounted for half of the total online advertising market in Hong Kong during the first quarter of 2010.
At a brand level, Citicorp remains the largest online advertiser in terms of ad impression during the first quarter of 2010, as well as the top spender in the Finance category - with 354 million ad impressions reached across its campaign. The Hong Kong Government was the second largest online advertiser during the first quarter, with 246 ad impressions, followed by American Express with 222 million ad impressions.
Ranking |
Advertiser |
Ad impressions
(in 000’s) |
1 |
Citicorp |
353,837 |
2 |
HKSAR Government |
246,189 |
3 |
American Express |
222,340 |
4 |
Hong Kong Management Association |
204,194 |
5 |
IC Digital Entertainment Ltd. |
201,032 |
6 |
Global Beauty International Limited |
170,383 |
7 |
Disney |
147,795 |
8 |
Gamania Digital Entertainment Co. |
138,179 |
9 |
Octopus Holdings |
138,006 |
10 |
Car.com.hk |
105,145 |
“Marketers are using cyber space as a supplementary channel to traditional media, thus making it a more competitive platform for advertisers to broaden reach to potential customers,” said Mr Kam.
About The Nielsen Company
The Nielsen Company is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. 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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