Our editorial team has unveiled top three Digital Media platforms across different categories yesterday, and now we are going to unveil marketers’ preferences over Out-of-home media, Television Broadcaster and other digital media.
Out-of-home Media of the Year
1. JCDecaux Transport
Claiming first position in this category, JCDecaux Transport secured a place in the OOH Media of the Year top three for the third consecutive year. In terms of accolades, JCDecaux Transport secured gold awards in Best Outdoor Innovation; Best Event; Best Use of Technology; and Best Use of Small Budget at Marketing magazine’s Spark Awards. The company has been managing the ad sales concessions for the MTR for more than 30 years, and for the Hong Kong International Airport since 1998. It also operates the ad concessions for Macau International Airport, Airport Express, Pacific Place Passages and Ngong Ping 360.
2. JCDecaux Cityscape
Despite the ever-increasing screen-time that dominates our daily lives, outdoor advertising still plays a dominant role in society – and due to tougher competition and a challenging landscape, it is more creative than ever. JCDecaux Cityscape continued its great work again this year. The agency delivers an above-ground advertising network comprising advertising shelters, more than 1,640 buses and 140 tram cars. The agency was also heavily awarded at Marketing’s Spark Awards this year, taking home awards in Best Outdoor Innovation; Best Media Campaign – Integrated Media: and Best Media Campaign – Out-of- Home. A key campaign last year was in collaboration with Guerlain, during which it transformed a bus shelter at one of Hong Kong’s most-visited spots to promote its signature perfume.
POAD retains its place on the list of this year’s top three in the OOH category. It is the operator of the Cross-Harbour Tunnel advertisement boards and taxi advertisements. This year, POAD collaborated with Tahoe Life to launch a harbour sign on 16 March atop Times Tower in Causeway Bay to round off its citywide branding campaign. Tahoe Life also utilised POAD’s advertising spaces at the Cross-Harbour Tunnel and 88 Gloucester Road in Wan Chai to embody the brand’s core values, and showcase features of Tahoe Life’s new insurance product range.
Asiaray maintained its fourth place this year. The out-of-home media company employs a strategic focus on airport and metro advertising, and has just announced it has entered into a service agreement with MTR Corporation for the exclusive concession rights to operate the media resources at the Hong Kong West Kowloon Station of the Express Rail Link.
After a series of tough years, RoadShow has climbed to fifth place. Intensified competition and poor market conditions led to a radical realignment in business strategy, which in turn led to the cessation of the famous KMB bus TV last year. The company now provides core services and business across different platforms, namely bus body, bus interior, bus shelter, digital panel and billboards. Its “888 LAB” offers integrated marketing solutions for advertisers to connect with customers.
6. Cody Outdoor
Cody Outdoor is the exclusive advertising company for Hong Kong Tramways for a five-year period that starting from 1 May 2017 and is present at the Western Harbour Tunnel and the Eastern Harbour Tunnel. Cody has climbed one place this year, up from seventh place in 2017. Cody Out of Home (formerly Buspak Advertising and Cody) is owned by HT&E – Here, There & Everywhere (formerly APN News & Media), a publicly listed media company in Australia with a diverse portfolio of multimedia assets across Australia, New Zealand and Hong Kong.
7. Focus Media
Climbing two places from last year’s OOH Media of the Year rankings, Focus Media continues on a gradual growth track, despite a challenging market. Founded in 2004, and having gone public in 2011, Focus Media deploys its branded flat-panel displays at offices and commercial buildings in Hong Kong, on residential buildings and in Mannings outlets.
8. Convey Advertising
Convey gained eighth place this year. Its billboards cover the major business and tourists districts, including Central, Causeway Bay, Tsim Sha Tsui, Kwun Tong and Kwai Chung. Founded in 1986, the outdoor agency holds two vertical signage situated at the side of Star House adjacent to the Harbour City main entrance and the 1881 Heritage in Tsim Sha Tsui.
9. Media Savvy
Media Savvy is an OOH service provider in Hong Kong, generating revenue by providing advertising spaces and services to customers, including advertisers and advertising agencies. It also provides design and production, advertisement logistics, installation and dismantling services as part of its advertising packages. Media Savvy’s platform mainly includes minibuses, taxis, hospitals, clinics and health and beauty retail stores.
10. JM Network
JM Network claims it is attracting about two million impressions daily. Aiming to create the most attractive, interactive, yet effective media platform through continuous investment in the best human resources, media locations and technologies, its services also include LED visual solution consultation, hardware supply and installation, creative and design services, along with marketing planning and execution.
Television Broadcaster of the Year
TVB gained first place this year, although it is facing fierce competition from ViuTV. To better meet the needs and habits of its audiences, TVB is transforming itself into a company amalgamating broadcast TV, online TV, social media platforms and e-commerce services. Last year, TVB launched Big Big Channel, a social live-streaming app to engage younger, internet-savvy viewers to generate more ad revenue.
Currently in its third year of operation, ViuTV has taken the TV world by storm and it now leads the category for local marketers. The channel operates 24 hours a day, seven days a week and its English arm ViuTVsix has various types of programming each day, including news and public affairs, lifestyle, overseas dramas and documentaries.
NowTV is a pay TV service provider in Hong Kong under the umbrella of PCCW Media – the same as ViuTV. The platform is gaining an even bigger market share in live football streaming after it consolidated the coverage of the top six European football competitions, including the latest acquisition of the UEFA Champions League. NowTV offers a wide range of local and international content. Its self-produced content includes two news channels and a diverse line-up of entertainment and infotainment programmes.
4. CABLE TV
CABLE TV climbed to fourth place this year – two places above last year’s position. With the uncertain future of i-CABLE Communications’ TV offerings in recent years, the company and China Mobile Hong Kong Company announced the signing of a strategic partnership agreement, enabling the two companies to strengthen their network infrastructures, as well as expand and enhance their existing service portfolios through the supply of multimedia content.
After claiming third place last year, Bloomberg’s ranking has slid again. Headquartered in New York, US, and a division of Bloomberg LP, the news agency covers international news, disseminated through television, terminals, radio, markets, the Bloomberg website, its mobile platforms and Businessweek. While its digital offering is comprehensive, it hasn’t forgotten about traditional formats and opened a new TV studio in Hong Kong last year with more than 2,700 journalists and analysts.
Down two spots since last year, the UK-headquartered public service broadcaster British Broadcasting Corporation (BBC) has strengthened its mobile and online offerings to facilitate changing tastes. However, the TV side is still going strong.
CNN slid two spots in the rankings this year. Staffed 24 hours, seven days a week, by staff both in CNN’s world headquarters in Atlanta, Georgia, and in global bureaus, the broadcaster boasts a global team of almost 4,000 news professionals. Its programmes cover news, entertainment, sport, travel and lifestyle, to name a few.
8. RTHK TV
Hong Kong’s public broadcasting service Radio Television Hong Kong (RTHK) moves to eighth place this year. The service operates seven radio channels and three TV channels, and produces educational, entertainment and public affairs programmes that are also broadcast on commercial channels. RTHK, like many public broadcasters, is directly funded by annual government allocation and operates as a department of the Communications Authority, but maintains a strong reputation for impartial coverage and editorial independence.
CNBC retains a place on this year’s list, with a strong financial backbone to support it. CNBC is one of the world’s largest business and financial networks. With international headquarters in Singapore and London, CNBC provides comprehensive 24-hour coverage from Asia to America, and beyond. In addition to its television services, CNBC is also available on tablet, mobile and desktop via CNBC.com and its apps.
FOX has once again claimed last spot on this year’s list. It is 21st Century Fox’s primary operating unit for television distribution, producing and distributing more than 300 entertainment, sports, factual and movie channels in 45 languages across Latin America, Europe, Asia and Africa, using several brands.
Demand Side Platform
1. Double Click
Founded in 1996, DoubleClick was a brand of Google, developing and providing internet ad serving services with clients that included agencies, marketers and publishers. In June 2018, Google announced plans to rebrand its ad products and retired DoubleClick and AdWords. The new Google ad line-up contains three pillars: Google Ads, Google Marketing Platform and Google Ad Manager. Google Marketing Platform now contains DoubleClick advertiser products and the Google Analytics 360 Suite. Meanwhile, DoubleClick for publishers and DoubleClick Ad Exchange have been integrated into Google Ad Manager.
Facebook Ads Manager helps run ads on Facebook, Instagram or Audience Network. It’s an integrated tool to create ads, manage when and where they’ll run and track the performance of campaigns. Recently, Facebook has allowed advertisers access to shadow profiles. Users shopping online will provide data which advertisers can access. Then they will see tailored ads.
3. The Trade Desk
Founded by the pioneers of real-time bidding, The Trade Desk has a self-service platform for managing data-driven digital ad campaigns. It’s a demand-side platform that offers agencies, aggregators and their advertisers technology to manage display, social, mobile and video advertising campaigns. Buyers can value each impression and use first and third party data to decide which impression to buy and the amount to pay.
Online Ad Networks
1. Google Display Network
Google AdWords is divided into two networks, the search network and the display network. On the display network, businesses place display ads on a huge network of sites. The Google display network helps marketers find the right audience, as its targeting options let marketers show the message to potential customers at the right place and the right time. Four types of ad formats can run on the display network, namely responsive display ads, uploaded image ads, engagement ads and Gmail ads.
Formed in 2002, Pixels is one of Asia’s leading multi-screen advertising technology companies, which enables advertisers and brands to reach marketing objectives and customers online. Pixels emphasises the use of technology coupled with human intelligence to deliver results. Advertising solutions include brand solutions, namely video advertising, mobile advertising and desktop, while programmatic solutions leverage first and third party data to reach audiences programmatically.
Facebook Ads Manager helps run ads on Facebook, Instagram or Audience Network. It’s an integrated tool to create ads, manage when and where they’ll run, and track the performance of campaigns. Recently, Facebook has allowed advertisers access shadow profiles. Users shopping online will provide data which advertisers can access. Then they will see tailored ads.
Mobile Ad Networks
AdMob is a mobile advertising company developed in 2006 and acquired by Google in 2010. It is a single platform which allows marketers to gain insights about users and to maximise ad revenue. AdMob drives mobile app advertising revenue by integrating banner, interstitial or video ads into apps, and optimises app performance with analytics, enabling marketers to make data-driven decisions and improve monetisation strategies.
Facebook’s mobile app ads help marketers get more people to install and engage with marketers’ apps. Facebook’s Ads Manager app allows marketers to create and manage ads on-the-go from iPhone, iPad or Android. Page owners can also see the boosted posts or page promotions through this app. Facebook Ads Manager helps run ads on Facebook, Instagram or Audience Network. It’s an integrated tool to create ads, manage when and where they’ll run, and track the performance of campaigns.
Vpon is a big data company focusing 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, which allows marketers to optimise marketing campaign performances. Its big data analysis and forecasting technology is able to target audiences through different mobile advertising formats.
Headquartered in Shenzhen, Tencent was founded in 1998 and has become a conglomerate with subsidiaries specialising in a multitude of internet-related services and products, entertainment, artificial intelligence and technology both in China and other countries. Tencent Games is a video game holding and publishing division under Tencent Interactive Entertainment and currently is the largest video game company in the world.
Gameloft is a French video game publisher based in Paris. With almost 20 years of history, the company claims it has the largest development and creation team in the digital games industry with 5,000 developers working in its production studios spanning America, Europe and Asia. Gameloft also claims it is operating the most complete distribution network in the digital game industry with direct partnerships with more than 200 carriers in more than 118 countries.