Global digital out-of-home marketplace VIOOH has released its first ever State of the Nation report for Hong Kong. The insights were gathered from a survey of 100 Hong Kong media agency and advertising executives throughout January 2021.
The report offered some interesting statistics about Hong Kong's OOH market. 84% of respondents say they have bought, planned, or placed OOH programmatically over social media in the last 12 months, while 94% plan to increase their investment in programmatic OOH in the next 18 months. Respondents indicated that programmatic OOH offers benefits for both brand- and performance-led campaigns.
Programmatic OOH ranks highest as the media channel of choice for Hong Kong marketers, followed by social media (80%), digital video (80%) and digital audio (70%). Additionally, 82% agree that it provides excellent value for money spent.
When looking at the impact caused by the COVID-19, 93% of Hong Kong marketers expect the pandemic to affect programmatic OOH adoption, but 81% of the respondent still planned, bought or placed through the channel due to its high amount of flexibility.
The report adds that 62% of agency executives would enjoy training on the benefits of programmatic OOH.
"Programmatic technology is opening up new possibilities in a traditional media channel. For marketers looking to maximise the value of their advertising budgets, the agility, flexibility and trigger-based decisioning intrinsic to programmatic OOH are crucial. With 94% of executives looking to increase spend on programmatic OOH within the next 18 months, the future for programmatic OOH in Hong Kong is strong," said Ben Lin, China CEO at VIOOH.
The full report is available here.