2011年情人節網上橫額廣告活動未如去年活躍

每年二月的情人節，不少商戶都會推出廣告，於2010及2011年度，便共有約80個以情人節作主題的網上橫額廣告活動。2010年情人節約有50個廣告活動，總廣告費用近300萬，2011年的廣告活動數目則下降40%至約30個，總廣告費用更下降超過60%，只有約100萬。

圖一：2010及2011各行業廣告活動數目及廣告費用比較

從圖中可見，2010年廣告活動數目最多的三個行業為消費/零售、健康/美容、其他，廣告支出最大的行業則為旅遊/住宿、消費/零售、健康/美容。至於2011年，推出最多廣告活動的行業是旅遊/住宿、電腦/電子產品、消費/零售，廣告支出最大的是電腦/電子產品、消費/零售、生活。

整體而言，除了電腦/電子產品，各行業於2011年情人節都未如2010年般活躍，廣告活動數目和廣告支出均大幅減少。另一方面，送禮是情人節重要一環，故此消費/零售於2010及2011年都是廣告活動數目最多及廣告支出最大的首三個行業之一，其廣告亦以推廣珠寶、鐘錶等可作禮品的商品為主。

圖二：2010年按廣告費用計算首10名廣告商

圖三：2011年按廣告費用計算首10名廣告商

就個別廣告商而言，於2010年廣告支出最大的是香港海洋公園、伊卡璐（Clairol）和諾基亞，2011年則以戴爾（Dell）、Solvil Et Titus和Samsung Anycall的支出為最多。戴爾於2011年的廣告費用支出遠超其他廣告商，但其實際數字其實比香港海洋公園2010年的廣告費用支出為少，兩者相差約10萬。

2011年情人節較不受廣告商重視，有一定程度是由於2010年的情人節適逢農曆新年，有更佳的推廣噱頭，旅遊/住宿業的廣告商亦可趁新年假期作推廣，或舉行慶祝兩個節日的特別活動，以致廣告活動數目和廣告支出都比2011年高。

(Source from Admomo.com)

Attract Attention with Trendy Gifts: Growing Number of Advertisers Offering iPhone/iPad

The ever-expanding popularity of Apple’s products, iPhone and iPad, has become a useful element in marketing strategies. Not only do marketers develop apps for brand promotion and service extension, they also, making use of the allure of Apple products, attract consumers’ attention by giving out iPhones or iPads as gifts. From 2008 to January 2011, there were altogether 79 online display advertising campaigns that offer iPhones or iPads as gifts, involving 52 advertisers.


In terms of ad spend, the top 5 advertisers were DBS, Mobilegempak.com, Prime Credit, Colgate and J.P. Morgan Asset Management. DBS and Mobilegempak.com constituted a large share of these campaigns, as their total ad spend accounted for 50% of that of the top 10 advertisers.

Chart 1: Top 10 Advertisers by Ad Spend

The top 3 industries, both by number of campaigns and by ad spend, were Entertainment, Accounting/Finance/Insurance and Shopping/Retail. Accounting/Finance/Insurance had a remarkably higher ad spend than other industries, possibly because smart mobile devices are handy and attractive to customers interested in financial investments, and their trendy and high-end nature also suits the images of these brands. Besides, many of these advertisers have their own apps, therefore by giving out smart mobile devices they also encourage customers to use their service via their apps.

Chart 2: Number of Campaigns and Ad Spend by Industry

Of these online display advertising campaigns, approximately 90% were launched in 2010, the year in which iPhone 4 and iPad entered the market. Indeed, over 55% of these campaigns offered iPads as gifts, and the vast majority of the remaining gave out iPhone 4 instead of the other versions of iPhone. This shows that the increasing public fascination for Apple products, further boosted by the release of iPhone 4 and iPad, is recognized by advertisers, and by offering these products in lucky draws or as a gift for application for services, the advertisers demonstrated their confidence in these products’ ability in catching customers’ attention.

As the era of smart mobile device begins, and the craze for Apple products continues to grow, it is estimated that the number of online display advertising campaigns offering iPhones or iPads as gifts is going to rise, particularly when new versions of iPhone or iPad are released in the future.

(Source from Admomo.com)

非牟利機構網上橫額廣告活動概況

互聯網除了是商戶的推銷平台，亦是非牟利機構的重要宣傳渠道。於2009至2010年，共有約70個非牟利機構推出網上橫額廣告。分別分析兩個年度的數據，發現廣告商數目雖然由2009年的約60名下降至2010年的約40名，但2010年的廣告活動總共大約190個，數字較2009年上升16%，反映非牟利機構使用網上橫額廣告活動作宣傳愈趨頻繁。

非牟利機構的網上橫額廣告出現於網上媒體，一般不須付費，據估計，2009至2010年度這些網上橫額廣告所佔用的空間價值約1,700萬。

2009至2010年間，按廣告數目計算的首3名廣告商為世界宣明會、樂施會及癌症基金會。將2009年和2010年分別計算，世界宣明會及樂施會仍佔首2位，第3位則分別為無國界醫生（2009）及香港總商會（2010）。

圖一：2009至2010按廣告活動數目計算首10名廣告商戶

圖二：2009及2010廣告活動數目比較

按廣告數目計算的首3名網上媒體為Yahoo! HK、Baby Kingdom以及明報，顯示這些廣告除了面向普羅大眾，更是以較有愛心的家長及經濟能力較佳的中產階層為目標。此外，受年輕人歡迎的討論區如Discuss.com.hk和Uwants圴位列首10名網上媒體，可見這些非牟利機構亦有意借網上平台接觸年青一輩。



圖三：按廣告活動數目計算首10名網上廣告刋登網站

非牟利機構的網上橫額廣告以呼籲捐款為主，當中不少機構更設立了網上捐款平台，方便各界捐款。除了募捐宣傳，亦有一些網上橫額廣告旨在教育群眾，例如世界自然基金會2009年的海洋生態系統保護宣傳，以及綠色和平於2010年3月要求雀巢公司停止破壞森林的廣告，都用於提高市民對事件的關注及認識。更有一些機構善用網路平台，推出互動性質的宣傳，如國際培幼會2009年12月的助養兒童計劃宣傳，讓捐款者自由選舉捐助項目，作聖誕禮物送予親友，令捐款者有更高程度的參與，其他機構例如樂施會都有推出此類活動。


從2009至2010年的數據可見，非牟利機構的網上橫額廣告數目呈上升趨勢，而且性質愈趨多元，網上捐款平台及具互動性質的廣告亦反映各大非牟利機構更廣泛利用互聯網推廣訊息，相信將來將有更多互動形式的網上橫額廣告出現。

(Source from Admomo.com)

Number of X’mas Online Display Ad Campaigns Dropped Slightly in 2010

Christmas is always huge for marketers. From late November to Dec 5, 72 X’mas online display ad campaigns found, with ad spend amounted HK$8 millions, and 55 advertisers involved. When comparing with those figures in 2009, the number of campaign in the same period dropped by 15% and the number of advertisers involved decreased by 25%. However, the ad spend rose by 25% and the ad spend per campaign increased sharply by 55%.

Chart 1: Comparison of X’mas Promotions by Different Industry

In terms of number of campaign, Shopping/ Retail and Travel/ Accommodation were the top industry in both 2009 and 2010. Others, e.g. NPO, Utility advertisers, replaced Health/ Beauty and became the third top industry in X’mas online display ad promotions. Computer/ Electronic Products was the top industry spender in 2010, that it was in the third place in the previous year, followed by Shopping/ Retail and Travel/ Accommodation industry.

Table 1: Top 5 Advertisers by Ad Spend

Dell, Hong Kong Disneyland, Air New Zealand, Nissen and Starbucks Coffee were the top 5 advertisers by ad spend. They spent more than half million each on their X’mas promotions; meanwhile Dell spent around HK$ 3 million and was on top of the list. Dell and Hong Kong Disneyland were also the top advertisers in terms of number of campaigns.

This article is a quick overview of 2010 X’mas online display ad campaigns in the period from late November to early December. Though the number of campaigns decreased, advertisers invested more in every single online display ad campaign. It is forecasted that the total ad spend of X’mas online display ad campaigns will reach HK$10 millions in 2010.

Postscript: By 29 Dec, there were around 170 X’mas online display ad campaigns found, and accumulated to HK$11 millions in ad spend.

(Source from Admomo.com)

流動電話網上橫額廣告活動概況

流動電話市場競爭激烈，各廣告商於本年度繼續在互聯網上推出大量廣告，推廣各款新型號流動電話。於2010年1月至11月中旬，流動電話的網上橫額廣告活動共有約130個，廣告費用（ad spend）總額達3,500萬，當中涉及共15名廣告商戶，推廣共48款流動電話型號。

按廣告費用計算，首5名流動電話廣告商戶依序為Nokia、HTC、Sony Ericsson、LG和Samsung Anycall，它們的廣告費總額佔流動電話網上廣告費總額的90%。

圖一：按廣告費計算的首5名流動電話廣告商網上廣告活動情況

與上年度的調查結果相比，2010年首11個月的廣告費用已大幅上升2.5倍。2009年廣告費用最高的廣告商為Sony Ericsson，廣告費用約400萬；而今年廣告費用最高的廣告商則為Nokia，廣告費用約1,400萬，比Sony Ericsson 2009年的廣告費用高出超過三倍。廣告費用於2010年大幅上升，顯示了流動電話市場競爭加劇之趨勢。

按廣告費用計算首5名網上媒體分別為Yahoo! HK、Atnext.com、Sina.com.hk、MSN Buddy List及TVB，當中Yahoo! HK佔了總廣告費用近40%。值得留意的是，流動電話的網上橫額廣告多出現於社交網站或討論區，例如有微博功能的Sina.com.hk，及設有討論區的Uwants和HKgolden，均在最高廣告費用的十大網上媒體之內。這些網上媒體受大眾歡迎，資訊流傳廣泛，而且用戶以年輕人為主，可見流動電話廣告主要針對大眾及年輕市場。

圖二：按廣告費計算首10名流動電話網上廣告刋登網站

流動電話橫額廣告活動的性質以純粹宣傳該產品型號為多，亦有些以獎品作招徠，吸引用戶購買產品或參加遊戲，贏取各式各樣的獎品，或音樂會門票。此外，有不少橫額廣告的內容為呼籲用戶下載應用程式或遊戲，反映智能流動電話的普及。

互聯網作為推廣平台的能力廣受認同，流動電話廣告商戶投放大量資源於網上橫額廣告，有助更有效接觸廣大群眾及年輕一代，宣傳產品。另一方面，流動電話市場競爭之激烈，於本年度廣告費用的躍升中可見一斑。智能流動電話近年日益普及，相信將來會出現更多有關流動電話應用程式及遊戲的流動電話橫額廣告。

(Source from Admomo.com)

Assessing Halloween Campaigns of Theme Parks by Online Ad Word-of-Mouth

The annual Halloween events in Hong Kong’s two theme parks, namely Ocean Park Halloween Bash and Hong Kong Disneyland Dark World, are some of the most popular events in the city. Indeed, the two parks are keen rivalries, and Halloween is a major platform of their competition. In 2010, Ocean Park launched 6 online display ad campaigns with 50+ creative used, and the ad spend was approximately $850 thousand, while Disneyland run 4 online display ad campaigns, including a Halloween Special buffet promotion, with 30+ creative and the ad spend was around $600 thousand.

Chart 1: Halloween Online Display Ad Campaigns by Theme Parks

Graph 1: Disney and Ocean Park Halloween Online Display Ad Campaign List

Both theme parks were more focus on the mass market that revealed in their selections on publishers for their Halloween display ad campaigns. Disneyland was comparatively target to families, and it spent the most on TVB.com for their campaigns. Whilst Ocean Park were keen in young mass market; therefore, on the top 5 publisher list by ad spend, apart from Yahoo!HK, Discuss.com.hk, Uwants and MSN Buddy List were found.

Chart 2: Top 10 Publishers for Halloween Display Ad Campaigns by Theme Parks

To discover the prompt and proactive opinions of the consumers on these major events on Consumer Generated Media (CGM, including forums, blogs, newsgroup and online instant news), a comparison between the two parks was made with digital word-of-mouth (WOM) monitoring, covering the period from 1 September to 5 November in Hong Kong and Macau.

Chart 3: Online Ad Word-of-Mouth on Halloween Campaign by Theme Parks

In this case of the Halloween campaigns, Ocean Park had a larger campaign exposure among netizens. Around 700 topics with 1,500 posts related to Disneyland Dark World were found on 30 websites, viewed by more than 800 thousand people, while 3,000 topics with 13,000 posts about Ocean Park Halloween Bash were found on 50 websites, viewed by over 2.3 million people.

An overall view of the period shows that the peak of online discussions about the Halloween events appeared during the weekends. The average sentiment indexes, generated from the comments in the discussions, were positive of both theme parks’. It fluctuated from -10.5% to 81.6% for Disneyland; while that was from neutral (0.00%) to 43.5% for Ocean Park.

About half of the CGM was found in Uwants and HKGolden, in which two out of the top 3 websites by post count, were considered as a hub of discussions/ opinions from juveniles and young adults, i.e. Uwants and 3boys2girls. The top 10 websites also showed the potential market in Macau for the Halloween promotions.

Chart 4: Top 10 Websites of CGM from Theme Parks Halloween Promotions by Post Count

The discussions mainly focused on experience sharing, including topics such as compliments of the night show in Disneyland and comparisons between the two parks. For Disneyland, the most discussed topics were positive opinions of the Halloween night show and the costumes of the Disney characters, and ways to deal with Mainland visitors in the park. On the other hand, the top topics concerning Ocean Park were comparisons of scariness of the amusements with that of Disneyland, comments on the new haunted houses, and ways to visit all the haunted houses in a limited time.

The popularity of the Halloween events held by the two theme parks in Hong Kong was affirmed. Netizens discussed a lot about the events and their comments were generally positive. Moreover, by comparing the data concerning Ocean Park Halloween Bash and Disneyland Dark World, it was found that the event of Ocean Park was more preferable to the netizens than that of Disneyland. As a matter of fact, the topics and posts on CGM serve as revealing evidence of consumers’ preference and feedback, for people are able to express their views and opinion freely and instantly on these sites.

Notes:

1. Figures rounded to the nearest digit

2. Source from Admomo and K-Matrix

(adWOM is a competitive monitoring tool for experienced marketers powered by Admomo and K-Matrix. It monitors online display ad campaigns, as well as online noise with consumers’ instant feedbacks towards the promotions and advertised products. For more details, please email to sales@admomo.com )

從廣告看流動上網的普及

隨著iPhone、Android等智能手機日趨普及，香港的流動上網系統用戶人數近年大幅上升，而流動網站（Mobile Sites）和流動系統（Mobile Apps）亦成為了人們生活的一部份。不少商戶看準商機紛紛推出流動網站或流動系統，數據顯示於2008年至2010年10月期間，共有約40個廣告商戶（Advertiser)，進行80個網上橫額廣告（Banner Ad，後稱「網上廣告」）以宣傳他們的流動網站或流動系統，廣告費用（Ad Spend）達約6百萬港元；而當中約一半廣告於2010年推出，涉及30多個廣告商，廣告費用約3百萬，廣告數目及廣告費用較去年大幅上升110%，可見流動網絡的普及趨勢正影響著廣告商戶的策略，兩者息息相關。

 圖一：2008-2010相關廣告數目及廣告費用行業比較 

相關推廣最早於2008年出現，主要來自電訊業、會計/財務/保險業及博彩業，其中以會計/財務/保險業最為活躍，如恆生銀行及美國花旗銀行。美國花旗銀行更率先在2008年11月至12月期間，舉行了一連串的流動銀行服務推廣，鼓勵客戶使用流動銀行服務，多用流動銀行進行交易。

至2009年，相關推廣的廣告商仍以會計/財務/保險業為主，然而媒體行業亦逐漸加入。除了會計/財務/保險業的流動財務交易服務，各大媒體都推出了流動電子版報刊或資訊網站，讓手機用戶能隨時隨地得到新聞、主題資訊，當中包括頭條日報及大日子等，可見流動網絡的服務正逐漸延伸。

圖二：2008-2010相關廣告數目及廣告費用季度比較

流動網站及流動系統的橫額宣傳於2010年百花齊放。無論以廣告費用或廣告數目計算，會計/財務/保險業仍是市場中的最活躍廣告商；然而，各行業正陸續參與相關推廣，例如電腦/電子產品、消費/零售業，甚至公用事業等，都紛紛推出流動網站或以流動系統作宣傳。

圖三：2010年以廣告費用計算的首10位廣告商戶 



在2010年，以廣告費用計算的首10位廣告商中，共6名來自會計/財務/保險業，它們的相關廣告費用已達150萬。而首5位廣告商分別為：創興證券、Apple、滙豐銀行、Beijing Club、及恆生銀行。

總括而言，在2008至2010年，流動網站及流動系統的橫額宣傳數目及廣告費用明顯增加，所涉及的廣告商戶愈來愈廣泛，各行各業皆有，提供的服務亦十分多樣化，反映流動網絡市場不斷擴大，帶來莫大商機，流動網站或流動系統因而成為商戶相當重要的發展項目。相信在可見將來，相關推廣的數目會持續上升，見証著行動上網時代的來臨。

(Source from Admomo.com)