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)

Engaging the Customers: Advertising with Games

The Internet is considered to be a good platform for customer engagement advertising campaigns because it enables advertisers to have direct contact with each individual customers, and thus easier to get their target customers actively involved. In online customer engagement campaigns, different kinds of games, as a tactic to attract Internet users' attention, are commonly found. In 2010, by September, 150 online display advertising campaigns that contain games are launched, involving 130 advertisers and a total ad spend of 15 million.

Chart 1: No. of Campaign and Ad Spend by Industry

 As shown in our statistics, the peak season of these campaigns was from May to July. The top 3 industries by ad spend were Shopping/Retail, Food/Beverage and Computer/Electronic Products. On the other hand, in terms of number of campaigns, the top 3 industries were Health/Beauty, Entertainment and Shopping/Retail.

Chart 2: No. of Campaign and Ad Spend by Month

 The top advertiser by number of campaigns was Hong Kong Jockey Club, which launched more than 10 online display advertising campaigns with games in the period. It was also one of the advertisers with the largest amount of ad spend, alongside Ricola, Kaspersky, Gatsby and Barclays Global Investors.

Chart 3: Top 10 Advertisers by Ad Spend

Although Facebook is currently one of the most popular online social media, surprisingly, only approximately 10% of these campaigns were on Facebook, either as an app or a fan page. The top industry by number of campaigns in this aspect was Shopping/Retail.

The vast majority of these online display advertising campaigns consists of mini games. The genre of these mini games varies, from football simulation to coloring, but mostly they were able to demonstrate the characteristics of the advertised product or service. Some campaigns adopted the form of a quiz, requiring the viewer to answer questions related to the subject. This form is frequently used, as campaigns with a quiz can be found throughout the year. It was also mainly employed by the Entertainment industry and the Account/Finance/Insurance industry.

Furthermore, almost all of these game-containing campaigns offered prizes. Customers could win a designated gift by participating in a game or answering questions in a short quiz. Very often winners could get the advertised product. Such a tact was efficient in attracting viewers' attention as well as promoting sales.

Advertising with games is a common practice among different industries and advertisers, especially in the Internet realm. Internet users prone to take part in these games for they can do so by a simple click, without consuming much of their time, which in turn allows advertisers to leave an impression on them easily. The large number of campaigns of this kind suggests that advertisers had recognized this advantage of online display advertising. Moreover, the boom of online social media, like Facebook, opens new possibilities for this sort of advertising. The emergence of these campaigns on Facebook in recent months indicates the development of this platform for customer engagement advertisement, and the number of campaigns is anticipated to rise in the future.

(Source from Admomo.com)



Shanghai Expo 2010 in Online Display Advertising

The Expo held in Shanghai is one of the greatest events in China as well as the world in 2010. Reference to it can be found not only in the news, but also in online display advertising campaigns. From our statistics, there were altogether 30 Shanghai Expo related display advertising campaigns, with a total ad spend of 1.5 million, involving 20 advertisers. The top industry by ad spend was travel/accomodation, followed by accounting/finance/insurance and household.The majority of the campaigns was launched in May, the month which marks the grand opening of the Expo, while the earliest campaign was the promotion of Expo ticket reservation launched by China Travel Service in April 2009.

Chart 1: No. of Campaign and Ad Spend by Industry



Chart 2: No. of New-Start Campaign by Date



The top 3 advertisers in terms of ad spend were Cathay Pacific Holidays & Dragon Holidays, Master Card X Priceline (joint promotion) and Bank of Communications. Their total ad spend on Shanghai Expo related display advertising campaigns makes up 60% of the ad spend of all the advertisers involved.

 Chart 3: Top 10 Advertiser by Ad Spend

The top 3 publishers of Expo related campaigns were Yahoo!HK, South China Morning Post and MSN HK, indicating that the campaigns were targeted mainly to the mass market. Besides, the nature of most of the campaigns was sales promotion, advertising events such as special offers for Shanghai Expo travel packages, free Shanghai Expo souvenirs and customer engagement activities like free Shanghai Expo travel package for the winner of a competition.

With reference to the above statistics, despite its worldwide popularity and the national celebration of it in China, the Shanghai Expo was not a very attractive gimmick for marketers, except those from the travel/accomodation industry, who are major beneficiaries of the tourist boom in Shanghai and thus took advantage of the trend to start campaigns promoting travel products. The limited number of advertising campaigns related to the Expo and lack of variety of advertisers shows that this event drew relatively less attention from local marketers in comparison to other global events, for example, the 2010 World Cup (for more details, please refer to the article “2010 World Cup Related Online Campaigns” published in July 2010), illustrating a sharp contrast between its perceived popularity among the general public and the advertisers' expectations of its effectiveness in achieving advertising goals. 

(Source from Admomo.com)

男士健康及美容產品市場概況

在女性為主導的護膚品及美容市場，針對男性用家的健康及美容產品於近兩年迅速冒起。截至2010年7月，健康及美容產品廣告商單單投資在本港網上橫額廣告（Banner Ad，後稱「網上廣告」）的廣告媒體費用（ad spend，後稱「廣告費用」）已達3,500萬港元*，其中有關男性健康及美容產品約佔300萬港元*，為健康美容產品市場總額的百分之九，同時較2009年全年男性健康及美容產品的「廣告費用」上升百分之三十六。在2010年首7個月共約40個相關「網上廣告」，較上年同期增加5成，數目亦已超過2009年全年相關「網上廣告」數目的總和。

圖一: 2009/ 2010年男性健康美容產品「網上廣告」數目及「廣告費用」比較

無論以「廣告費用」或「網上廣告」數目計算，首三名男性健康美容產品廣告商在兩年間都出現了較大的變化。於2009年，MSC皮膚護理中心（Men’s Skin Centres）、倩碧（Clinique）和歐碧泉（Biotherm）高踞首三位，它們的「廣告費用」已佔男性健康美容產品「網上廣告」市場總額的七成。而2010年，除了MSC皮膚護理中心（Men’s Skin Centres）保持於榜首外，Gatsby 和巴黎歐莢雅（L’Oreal Paris）分別進佔第二和第三位，「廣告費用」約各佔市場的百份之二十。另外，以「網上廣告」數量計算，除了主打男性護膚品的LABS SERIES由去年榜尾攀升至今年第三位，其餘排名與按「廣告費用」計算的結果大致相同。

圖二: 2010年按「廣告費用」計算的首10名男性健康美容產品品牌

市場評論

（一）男性健康美容產品品牌在「網上廣告」策略上個別發展

在健康美容產品業中，以女性主導的市場無疑較男性市場成熟，男性市場的潛力及空間仍有待進一步開發，是以男性健康美容產品品牌在使用「網上廣告」作市場推廣的發展迴異，策略和「網上廣告」預算變化亦較大。若以「廣告費用」計算，雖然投資在「網上廣告」的金額較去年同期錄得倍數的增幅，2010年首七個月的「廣告費用」較同期上升約2.5倍，但也有品牌在2009年後，至今暫未有「網上廣告」推出，例如露得清（Neutrogena）和CRABTREE & EVELYN等。另外，以巴黎歐莢雅（L’Oreal Paris）和碧柔（Bioré）為例，「廣告費用」則較去年升逾100%及250%，遠高於年度增長的百分之三十六。反之，倩亮（Clinique）較去年同期出現負增長近百分之一百。而兩年位於榜首的MSC皮膚護理中心（Men’s Skin Centres）在「網上廣告」方面則有較平穩的發展，今年「廣告費用」較同期略升百分之六；而在媒體策劃（Media Plan）上，MSC皮膚護理中心（Men’s Skin Centres）於2010採用了更集中的策略，多選用YahooHK!、Atnext.com等大眾網站，拼棄一些主題網站，如DCFever、Price.com.hk等，更針對品牌在大眾市場（Mass Market）的網上曝光率（Online Exposure）。

（二）「網上廣告」宣傳活動性質的變化

男性健康美容產品宣傳活動性質在2010年起了明顯的變化。去年，品牌多於網上作銷售推廣 （Sales Promotion）及產品宣傳（Product Promotion），例如優惠劵下載或免費試做/ 試用（Free Trial）等的推廣，分別佔去年男性健康美容產品「網上廣告」總數量的一半。反觀今年的情況，品牌以提升顧客參與度（Customer Engagement）作為宣傳策略重點，例如登記參與網上遊戲或上載相片到宣傳活動網頁等，佔今年相關「網上廣告」數量的三分二。

總結

男性健康美容產品「網上廣告」在2010年首7個月錄得明顯的升幅，「廣告費用」達健康美容產品業總額約一成，以男性為目標客戶的市場於業內正逐漸擴大。然而，各品牌於「網上廣告」的推廣策略發展分歧，或與男性健康美容產品市場內各品牌定位仍有待進一步清晰有關。若以現時的增幅推算，2010年度男性健康美容產品「網上廣告」的「廣告費用」總額將達500萬*港元。

*取近似值百萬位

（資料來源: www.admomo.com ）

2010 Q2 Industry Report – Steady growth recorded in Online Display Advertising Campaigns

Market Overview

The online display advertising market for 2010 Quarter 2 (Q2) in Hong Kong recorded a positive growth in the aspect of the number of campaigns and total ad spend. In 2010Q2, the industry summed up to a total of HKD$198 million in ad spend and 3,300* campaigns; which increased by 25% and 17% respectively when compared to Quarter 1(Q1), and rose by 23% and 11% respectively according to that in 2009Q2. There were 1,500* advertisers participated in those campaigns; which was 12% more than that in the previous quarter; while it dropped by 39% in accordance with that in the same period in 2009.

Chart 1: Online Display Advertising Campaigns in 2010Q1 and 2010Q2

Chart 2: Top 15 publishers in 2010 Q2 by ad spend

There was no significant change in the list of top publisher and top industry from 2010 Q2 to Q1. Yahoo!HK and Atnext.com were still the top publishers in 2010Q2 grouped by ad spend and amounted a total of HKD$60 million and more; whilst Yahoo!HK, Discuss.com.hk and Uwants remained top 3 publishers on the list by number of campaigns accounted for 1,900* in total. It reflects that the strategy for most advertisers focus on mass market to enable high exposure. On the other hand, there is no change in the top 5 industry by ad spend, still led by Accounting/Finance/Insurance industry, followed by Travel and Accommodation industry, Computer and Electronic Products industry, Education and Learning, and lastly Shopping and Retail industry.

When examining the period of the first 6 months in 2010 and 2009 full year, it showed no surprise in market growth or drop that both total ad spend and number of campaigns were half as that in the previous whole year. The significant change found in the number of advertisers only; for those the figure in 2010Q1&Q2 was one-third as that in 2009 full year.

Market Highlights

1) The trend of higher ad spend per campaign and per advertiser

The higher growth rate in ad spend (25%) than that in number of campaigns (17%) and number of advertiser (12%) implied the trend of higher ad spend per campaign and ad spend per advertiser. More diversified media plan was adopted by using more channels to promote one single campaign in order to increase the gross impressions from advertiser's perspective. From www.admomo.com, comparing 2010 Q1 and Q2, the ad spend per campaign shows an apparent growth in Automotive industry (144.1%), Household (135.3%) and Health and Beauty industry (42.3%) in ad spend.

2) Appearance of new-new advertisers

Though the number of advertisers in 2010Q1&Q2 was only one-third of that in 2009 full year, the online display advertising industry was supported by uprising number of new-new advertisers, for whom their banner ads were firstly found in Hong Kong in 2010Q2. They dispersed in Health and beauty industry, Shopping and retail industry, Accounting/Finance/Insurance industry and Education/Learning industry. More international brands, like Dunhill, Aigle and Sport.B, and brands from Mainland China, e.g. Fudan University and Agriculture Bank, newly participated in Hong Kong online display advertising market in 2010Q2. Meanwhile, the ad spend from those new-new advertisers was relatively high. For instance, Sport B., a new line under Agnes'b, already spent around HKD$1M solely in 2010Q2 and 3 campaigns held. Also, Fudan University, one of the famous universities from China, invested totally HKD$833K in just one campaign in the same period.

To conclude, there is a sign of positive growth in terms of ad spend per campaign, as well as ad spend per advertiser in 2010Q2 and the trend is likely to continue in the following quarters due to the expanding online channels and digital marketing budget of advertisers. It is also suggested that more global brands will participate in local online display advertising market, known as new-new advertisers to earn their brand awareness in Hong Kong. To gather more information on online display advertising, please visit our website via http://www.admomo.com/.

* Figures rounded to hundred

McDonald's Purchasing with Free Coca Cola Glass Promotions 2009/2010. Which year achieved greater impact on the market?

McDonald's launched purchasing with free Coca Cola Glass Promotions in 2009 and 2010 respectively. We will compare these two years' marketing strategies, online exposure and achieved results in terms of online advertising, website traffics and e-buzz.

A. Comparison on Online Advertising

2009/10 Campaign Creative

The scale of 2010's promotion is comparatively larger than the previous one in 2009 in terms of number of creative and number of publishers. Both 2009's and 2010's strategies focused on the mass market that revealed in the selections of publishers. In comparison, 2009's marketing strategy also targeted on the young generation that included some online games and sports related websites like NBA, HK RGOAL and Sun Zone in the media plan. In 2010, it extended the focus on the mass market by adding Discuss.com.hk and ON.CC on the publisher list.

B. Comparison on Website Traffic

After launching 2009's campaign, Alexa's statistics shown that the promotion triggered a peak of daily reach in the official website. Compared to the one in 2010, there was no significant change on website traffic during the promotion period.

C. Comparison on E-Buzz

2009's campaign aroused a tremendous e-buzz on the campaign launch day. It recorded 750 posts in one single day in numerous forums and blogs. During the campaign period, 576 topics and 3,586 posts were shown in 37 portals. There were totally 1,877 visitors involved in the discussions and 940,000 people who read the posts. In the period of the two campaigns in 2010, online posts cannot even reach one-fourth of the previous promotion whenever compared to the number of related topics, number of posts and people who involved in discussions. In terms of online coverage, although it is better than 2009's one that related posts were traced in more forums, 40 in total. Only 150,000 people recorded who read the related posts and it greatly decreased by 84%.

Conclusion

It is no doubt that the scale of 2010's campaign is relatively larger than 2009's. However, in terms of website traffic and e-buzz, the result of campaign does not perform as well as 2009's. McDonald's re-launched “Purchase with free Coca Cola Glass” campaign, yet it cannot alter the fact in lack of freshness and excitement even when repackaging as 2010 FIFA Coca Cola Glass. Utilising the boom of FIFA as strategy, but it ultimately resulted in a competition on gaining market interests and disperses mass focus on the campaigns.

(Source by Admomo & K-matrix)

傳統品牌 創新營銷（二）

傳統品牌在網上廣告的資源投放上仍有待進一步的開發。以嘉頓為例，在2010首季度的營銷活動中，都未有作網上宣傳。然而在傳統品牌的營銷項目中，網上渠道的運用正逐漸增加，除了網上廣告外，它們更利用網上遊戲作銷售推廣。

圖一：2010年嘉頓的網上廣告概況

案例二：嘉頓「Roll唔停贏巨奬」活動

活動日期：2010年5月至6月

活動內容：活動期內每購買一件指定產品，可憑發票資料參加一次「Roll唔停贏巨奬」網上遊戲，數量不限。每週得分最高及累計得分最高的參加者可獲電子產品奬賞。

網上宣傳：

1) 橫額宣傳 – 2010/05/24至2010/07/01

2) 活動網頁

3) 網上遊戲

活動短評：

這個營銷活動反映了網上宣傳，除可增加品牌/ 產品的知名度外，亦可以做到刺激消售的目的，並加強商戶與顧客之間的互動。網上遊戲可令營銷活動內容更豐富，增加活動的趣味性，從而帶動大眾的討論，吸引市場目光。相對從前寄回發票/吉包參加大抽奬等的推廣模式，網上推廣為營銷活動帶來了更多各式各樣的可能性。然而，是次活動的推廣宣傳，橫額廣告只在Uwants及YahooHK刋登、宣傳未有使用社交媒體、電視廣告以產品為焦點等……或未有足夠渠道讓大眾接觸相關活動的資訊。建議可加強在討論區或社交媒體的宣傳，以吸引更多人參與活動。

傳統品牌 創新營銷（一）

與傳統媒體比較，網上營銷提供了一個互動的平台，使品牌與大眾聯繫。網上營銷活動的效益，往往不是大灑金錢換取，而是由創意主導。在主要網站舖天蓋地/密集式的橫額廣告（Banner Ad），無疑可在短時間內增加品牌知名度，但在計算投資回報（ROI）時，便會發現往往「入不敷支」。創新的意念、善用互聯網的特性，才是成功網上營銷的不二法門。

在2010年，一些傳統品牌就以嶄新的方式進行營銷活動，包括維他奶及嘉頓。他們在橫額廣告上花費不高，然而在營銷活動加入了網上元素，大大提升了與大眾/ 客戶的互動，及品牌的網上曝光率（Online Exposure）。

圖一： 2010年1月至6月有關品牌橫額廣告數據

案例一：維他奶「Friend足70年」活動

活動日期：2010年3月至4月

活動內容：維他奶國際就慶祝公司70週年，特別設計了70款新包裝，讓大眾投票選出他們最喜愛的款式。活動內容共分三部份，包括：1) 「個個祝」維他奶大晒冷 – 大眾可揀選心水設計，以電郵方式/通過Facebook送給親友；2) 個個vote大抽奬 – 每週以不同主題投票，例如：「邊盒最爆？」，並於每週投票者中選出大抽奬得奬者；3) My Own Pack設計鬥 – 大眾可於活動網頁以自己設計的包裝參加比賽，並由公眾選出他們最喜愛的設計。

網上宣傳：

1) 橫額宣傳 – 2010/03/05至2010/04/02

2) 活動網頁

3) Facebook專頁

活動短評：

善用社交媒體特性，帶動品牌網上曝光率

活動網頁與Facebook互動，公眾可於活動網頁登入Facebook，以Facebook帳戶資料進行投票，無須從新登記個人資料。同時在登入Facebook帳戶後，即與「維他奶『Friend足70年』」專頁連結，成為品牌日後與公眾的一個溝通平台。而在專頁發佈的訊息亦會在已連結用戶的動態消息（News Feed）出現，使訊息進一步滲入其朋友群。在是次活動期內，維他奶國際就連結了約20,000名Facebook用戶，若以每用戶50名朋友計算，維他奶在短短一個月內，已在Facebook建立了一個與1,000,000大眾的溝通平台。是次營銷活動結合了社交媒體，不但豐富了活動內容，為活動參與者帶來便利，同時亦為品牌日後在使用社交媒體作宣傳建立了良好的基礎。

（待續）