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Hong Kong Media Report 2019 – Part two: Digital media

In this second part of the media report, we will be looking at the results of the survey in digital media categories. You can check out part one here to look at the results related to traditional media.


What is it?

Every year, Marketing magazine runs a number of initiatives to facilitate information-sharing, peer-to-peer benchmarking, and awareness of the latest industry trends and updates.

Our 2019 Media Report, which looks at Hong Kong’s media landscape, is one such initiative. It communicates the preferences and opinions of the region’s senior marketers and media planners/ buyers with respect to media usage across all platforms based on target demographics.

The aim of our survey was to reveal which media platforms marketers look to for advertising solutions. We asked respondents to name the magazines, TV stations, digital platforms or OOH groups they would use to target consumers across key industry verticals in multiple categories. We have presented the clear leader in each category, with entries presented in order of highest-to-lowest ranking in the case of multiple leaders.

How did we achieve this?

The media rankings were derived from questions in our annual Media Benchmarking Survey. Our research team employed an online questionnaire and surveyed its database of client advertisers and marketing services agency professionals. All answers given by respondents were considered by Marketing when finalising the rankings.

Quality recipients and respondents

A total of 525 respondents participated in the Media Benchmarking Survey. Genuine advertising decision-makers and influencers across key agency-using industries were well represented as were agency professionals from various marketing services.

73% of respondents were client-side marketers and 27% were solution providers. Out of that, 9% were from the most senior ranks of client advertisers – CEOs, MDs or GMs – and another 30% were VPs or director level marketers.

Participants of the survey hailed from a range of industries, including, but not limited to: major and local international banks, FMCG companies, property and construction, IT and telecommunication firms, and tourism companies. Agency professionals across the marketing services spectrum were also well represented.


Digital media: Beauty

Beauty Exchange

Beauty Exchange is a Hong Kong digital platform that has built a loyal and engaged audience. It focuses on fashion, beauty, and lifestyle subjects, but features pretty much anything that any modern woman would be interested in. Its site maintains an active in-site forum and hosts a large blogging community. It also has a big presence on social, posting regular videos on YouTube, images on Instagram and connecting with its 1,260,210 followers on Facebook.

Cosmopolitan

Published by SCMP Hearst, Cosmopolitan informs and inspires modern career women on fashion, beauty, relationships, romance, health, wellbeing, careers, and culture. Famous for its upbeat style and candid discussions on contemporary lifestyles, human relationships, and social trends, “Cosmo” has grown to embody the idea of the current female identity. Therefore, it is no mystery why it has been ranked No.1 for women’s magazines several years running. In addition to Cosmopolitan’s print edition, the magazine has an online version available and is very active on its social channels.


Digital media: Business & finance

Hong Kong Economic Times

As a brand, Hong Kong Economic Times (HKET) caters primarily to business executives, investors, and professionals, and covers news of local and international financial markets, properties, trade and industry, alongside social news, wealth management and lifestyle. In August, HKET won Media Owner of the Year and Media Brand of the Year at the Spark Awards for Media Excellence in Hong Kong 2019. HKET has also set up various social media channels to reach potential readers, highly engaged in the internet and social media.


Digital media: News & current affairs (Regional)

BBC

For decades the British Broadcasting Corporation (BBC) has been upheld as the gold standard when it comes to news reporting, with hard-hitting journalists covering every sphere of current events around the globe. In Hong Kong, the BBC says it maintains a total weekly audience of a million people, where it is available on TV and online in English, Cantonese, and Mandarin. This March marked the opening of the BBC’s new bureau in HK, which has a studio for local entertainment and drama productions on top of its news operations.


Digital media: Social media

Facebook

Though still a social media juggernaut, Facebook is busy putting out fires and hoping to mend a strained relationship with the publishing industry. Responding to the build-up of negative reports in recent years, it has cracked down on the spread of fake news on its platform by launching a Facebook News tab in the mobile app dedicated solely to news articles. Yet, in October, Facebook controversially decided to exempt politicians from its broader rules that ban ad falsehoods, sparking concerns of potential impacts on the 2020 US presidential election.


Digital media: Parenting

Ohpama

Celebrating its fourth anniversary, Ohpama.com is a portal under the Sing Tao News Corporation umbrella that provides information about local and overseas education, parenting, as well as relevant events and products. It has ranked as the No.1 Parenting Digital Media outlet for two consecutive years. And with the addition of its newly launched product trial centre subsection, visitors are able to connect with product trials and user reports as a strong example of enhanced interactive engagement.


Digital media: Entertainment

Apple Daily

Apple Daily has had an extremely good year, with the Next Digital publication becoming an essential source of news for Hongkongers during what has been a tumultuous year for the city. Usually, it’s a gamble when a news rag introduces an online paywall, but in 2019, Apple Daily got over 500,000 subscribers within a month of announcing it. The reputation of the outlet as a bastion for up-to-the-minute honest journalism has seen it maintain its position as a local leader despite (or partly because of) its regular tussles with political figures over its coverage.

Yahoo

Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G.


Digital media: Forums

Baby Kingdom

Founded in 2002, Baby Kingdom is one of Hong Kong’s most popular information and discussion platforms for parents looking for information on better childcare. It provides content on various child education topics, including input by parent KOLs sharing their experiences and chats about what to do during pregnancy, as well as prenatal and postnatal care, and infant feeding. It also supports trading between its members of second-hand maternal and child supplies, There’s also advice on general good childrearing and finance management.


Digital media: Lifestyle

U Lifestyle

U lifestyle is an online platform providing an integrated entrance for all its members to its brands that include U Travel, U HK, U Beauty, U Food, and U Blog. Its content includes local entertainment, food, beauty and travel. The portal carries high-quality interactive lifestyle information and is designed to provide the best user experience. This platform also offers video content about the latest news and trends regarding entertainment, travel destinations, and food.


Digital media: Search

Google

Though it’s fighting the verbification of its brand name tooth and nail, there’s a good reason why some would argue that Google has become synonymous with web searching. This year it stepped up and knocked Yahoo out of the top spot, which is unsurprising with a local market share hovering around 87%. But this is, but one battle: voice search will determine the future. Luckily, Google is pouring a lot of resources into this area, as would-be challengers rise up to try and take its crown.

Yahoo

Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G.


Digital media: News & current affairs

Apple Daily

Apple Daily has had an extremely good year, with the Next Digital publication becoming an essential source of news for Hongkongers during what has been a tumultuous year for the city. Usually, it’s a gamble when a news rag introduces an online paywall, but in 2019, Apple Daily got over 500,000 subscribers within a month of announcing it. The reputation of the outlet as a bastion for up-to-the-minute honest journalism has seen it maintain its position as a local leader despite (or partly because of) its regular tussles with political figures over its coverage.

South China Morning Post

Founded in 1903, the South China Morning Post’s (SCMP) print edition is Hong Kong’s longest-running English-language print publication and boasts a readership of 396,000. The publication positions itself as the most authoritative voice reporting on China and Asia. Its tailor-made platforms about China include Abacus (reporting on China tech news); Inkstone (a daily multimedia digest of China-focused stories); and Goldthread (which offers stories about the way of life of Chinese people).


Digital media: Mobile ad networks

Google AdMob

Google AdMob was the highest ranking in the mobile category. The mobile app to ad matchmaker service has become extremely popular due to its ability to help app makers capitalise on their products without setting a purchase price on them. The tool allows developers to set specific criteria so their app users won’t be hit by uninteresting or inappropriate ads. It also has a range of formats and performance tools to maximise performance.

Vpon

Vpon is a big data company that focuses on big data analytics and applications. Through the technology of machine learning and artificial intelligence, Vpon has built models to obtain user behaviour data and market trends, allowing marketers to optimise their marketing campaign performances. Its big data analysis and forecasting technology is able to target audiences through different mobile advertising formats.


Digital media: DSPS

Google Marketing Platform

In 2018, Google unified its DoubleClick and Analytics 360 assets into one tidy platform. An intuitive move, it made sense to bring together advertising tools and the analytics that drives them into a single location for planning and buying, with information on hand to do so. Improvements have also made it easier to build customer connections, discover deeper insights, and drive results.

Facebook Ads Manager

Facebook Ads Manager helps run ads on Facebook, Instagram, and Audience Network. It’s an integrated tool to create ads, manage when and where they’ll run, and track the performance of campaigns. In 2018, Facebook allowed advertisers access to shadow profiles to further engage potential consumers. In action, this means that when users shop online, relevant data will be accessible to advertisers, resulting in more tailored ads that consumers will see.

The Trade Desk

Agencies, aggregators, and advertisers worldwide depend on The Trade Desk, and Hong Kong is no exception. It provides technology for practitioners to manage ad campaigns across display, social, mobile, and video. It also offers top-class bidding capabilities, full-funnel attribution, and detailed insights across the consumer journey. Its range of tools now also includes the Data Management Platform, Cross-Device targeting, and the Koa AI.


Digital media: Online ad networks

Google Ad Network

Google AdWords is divided into two networks, the search network and the display network. After advertising on the search network, ads can show nearby search results when someone searches with terms related to one of a series of keywords. The display network is designed to help advertisers find the right audience. By using it, advertisers can find new customers or engage existing customers and drive more conversions through automation.

Yahoo

Hong Kong has always been a stronghold for Yahoo, where it currently still holds 9.74% of the city’s search share. Its popularity comes down to some great localisation for Chinese speakers. The HK page dropped its English language version way back in 2004. This year, Yahoo’s ad platform Oath rebranded itself as Verizon and it has been pushing tomorrow’s tech hard. This includes expansions of XR, AI, machine learning, and 5G.

Innity

Established in 1999, Innity is an online media company and provider of digital advertising technologies for both advertisers and publishers. It provides a diverse range of data-driven, interactive, and engaging online marketing solutions. These include display advertising, mobile advertising, premium marketplaces, programmatic solutions, video advertising, influencer marketing, and content marketing. Headquartered in Malaysia, its business spans across China, Singapore, Hong Kong, Taiwan, South Korea, and some Southeast Asian countries.


This article was produced for the November issue of Marketing Magazine Hong Kong. For more features and other magazine-exclusive content from this and upcoming issues, you can subscribe to receive your free monthly print copy here or you can read the digital version in its entirety here.

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