Advertising campaigns for mobile apps reach new high

Spending by StanChart and Coca-Cola top all promotions during first nine months

PUBLISHED : Wednesday, 14 November, 2012, 12:00am
UPDATED : Wednesday, 14 November, 2012, 4:56am

Advertising spending to promote mobile applications rose to a record HK$166 million in the first nine months of this year, led by campaigns from Standard Chartered Bank and Coca-Cola.

Media-monitoring company admanGo described that expenditure as "a huge increase" from the HK$17 million invested by marketers during the same period last year.

The mobile apps being promoted in Hong Kong, which had about 9.5 million smartphone users as of August, typically serve to deliver news and other information, promote products and services, or enable online games and transactions.

"For an application to gain exposure and achieve more downloads, marketers have to invest in advertising," said Jennifer Ma, the director of sales and marketing at admanGo. "We found a number of companies are spending a significant portion of their ad budgets to promote a wide variety of mobile apps designed for users of smartphones and media tablets."

Newspapers generated 32.38 per cent of all mobile-apps- related advertising spending in the nine months, ahead of the 23.35 per cent share that went online, according to admanGo.

Television captured 22.45 per cent of these campaigns, while magazines had 10.85 per cent. The rest was for radio, mobile and outdoor advertising media.

Standard Chartered was the city's top advertiser of mobile apps from January to September, with spending of HK$26.68 million or 19 per cent of its total advertising expenditure of HK$137.44 million during that period. The bank's "Breeze Trade Hong Kong" app provides users with unlimited real-time stock quotes and trades.

It was followed by beverage giant Coca-Cola, which spent HK$10.77 million to promote its music game app during the same period. This amount made up about 11 per cent of the company's total advertising expenditure of HK$101.16 million in Hong Kong.

The other top mobile apps advertisers included online bulletin board service, Walt Disney, SmarTone Telecommunications, Tencent, NWS Transport Services, Fortress, Sun Hung Kai Financial and Credit Gain Finance.