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)

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