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)
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