Ad campaigns remained healthy in April

PUBLISHED : Wednesday, 22 May, 2013, 12:00am
UPDATED : Wednesday, 22 May, 2013, 4:03am

Hong Kong's advertising market posted a 12 per cent year-on-year gain in April despite reduced spending by some key industries.

Media-monitoring firm admanGo yesterday said in a report that advertising expenditure last month advanced to HK$3.37 billion from HK$3 billion a year earlier, even as campaigns for the food, entertainment, retail as well as jewellery, watch and luxury product categories slowed.

"Without festive holidays to boost sales, advertisers spent less on launching campaigns during April," admanGo's director of sales and marketing, Jennifer Ma, said. But other industries such as the cosmetics and skincare segment apparently boosted marketing initiatives.

For the four months to March, advertising spending climbed to HK$13 billion from HK$11.6 billion the previous year.

Television, newspapers, magazines, outdoor media and radio cornered 92 per cent of the advertising campaigns last month.

"Newspapers stood out with a 20 per cent year-on-year increase [in advertising sales], the highest among traditional media," Ma said.

Advertising on mobile had a 1 per cent share of total spending last month, while online platforms seized a 7 per cent share.

The cosmetics and skincare industry was the No1 advertising segment for the third consecutive month this year, according to admanGo. This sector, which was ranked second a year ago, raised its spending 41 per cent to HK$338 million.

Banking and investment services, the No2 advertising segment, boosted its spending on campaigns 15 per cent to HK$308 million, led by HSBC.

The leading advertiser last month was Procter & Gamble (P&G), which also led the market in the first quarter. The American multinational consumer goods company posted an 87 per cent increase in expenditure to HK$102 million.

Brands under P&G included Olay, Head & Shoulders, Whisper, Pampers, Gillette and Duracell.

For the second consecutive month, L'Oreal was the No2 advertiser behind P&G. The Paris-based company, the world's largest supplier of cosmetics and beauty products, grew spending 61 per cent to HK$78 million.

Its portfolio of brands included Lancome, Kiehl's and Shu Uemura.