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May 7 2008
Hong Kong
Spending on online advertising in Hong Kong reached HK$172MM in the first quarter of 2008 lead by the Computers & Electrical sector with a total of HK$30MM invested in online ads, according to the latest AdRelevance report from Nielsen Online in Hong Kong.
As Nielsen Online’s quarterly AdRelevance report reveals, over 1,000 advertisers in Hong Kong promoted their brands online in the first three months in 2008, over 2,800 advertising campaigns, and more than 5.5B ad impressions.
Chart 1- Hong Kong Online advertising activity (Q1 2008)
| No. of advertisers |
1,080 |
| No. of campaigns |
2,896 |
| Average no. of campaigns / advertiser |
2.6 |
| No. of banners |
6,019 |
| Average no. of banners / advertiser |
2 |
| Total ad impressions |
Over 5.5 billion |
| Total ad expenditure |
Over HK$172MM |
By category, Computers & Electrical accounted for 17 percent of the total online advertising pie, closely followed by Finance (15%). In third place was Education & Learning (12%), with Entertainment (9%) coming in fourth. Collectively, these four sectors comprised 50 percent of the online advertising pie.
Chart 2
Dell spent HK$4.7MM, and with an estimated 150 million ad impressions across its 47 campaigns, was the top spender in the Computers & Electrical category. Across all categories, Citicorp Group was the largest advertiser in the first quarter in 2008, spending HK$10.3MM on online advertising and with ad impressions of over 330 million, followed at a distant second by eBay, spending HK$7.9MM on online advertising and with 254 million ad impressions.
Chart 3 - Top 10 Advertising brands (2008 Q1)
|
Advertiser |
Adspend (in HK$M) |
Ad impressions (in 000's) |
| 1 |
Citicorp Group |
10.3 |
330,271 |
| 2 |
eBay |
7.9 |
253,565 |
| 3 |
Tomorrow Studio |
7.2 |
229,562 |
| 4 |
Wall Street Institute |
5.5 |
176,860 |
| 5 |
HKSAR government |
5.4 |
174,568 |
| 6 |
Hong Kong Management Association |
5.3 |
170,918 |
| 7 |
Global Beauty International Limited |
5.2 |
166,952 |
| 8 |
Funtown |
4.9 |
157,241 |
| 9 |
Dell |
4.7 |
149,924 |
| 10 |
Nokia |
3.1 |
99,243 |
“More and more marketers are using cyber space as a supplementary channel to traditional media, to broaden their reach to potential customers. The Internet provides marketers with a boundless medium to reach an increasingly Internet-savvy and highly mobile audience, giving the online advertising market huge room for growth,” commented Mr. Joseph Kam, Commercial Director, Nielsen Online, The Nielsen Company, Hong Kong & Taiwan.
About Nielsen Online
Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
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