Spending gets boost from Lunar New Year campaigns

Cosmetics and skincare firms lead 15pc rise in expenditure amid influx of mainland shoppers

PUBLISHED : Thursday, 28 March, 2013, 12:00am
UPDATED : Thursday, 28 March, 2013, 6:31am

Spending on advertising in Hong Kong grew modestly in the first two months of the year to HK$6.2 billion, driven by campaigns for the Lunar New Year shopping season.

Data from media-monitoring firm admanGo yesterday showed spending climbed 15 per cent from HK$5.4 billion at the same time last year as the influx of mainland shoppers encouraged advertisers to launch more campaigns. Advertising activity, however, slowed by the middle of last month, which resulted in a 17 per cent decrease in expenditure to HK$2.8 billion from HK$3.4 billion in January.

About 90 per cent of the campaigns were on television as well as in newspapers, magazines and outdoor media.

With the broad use of smartphones and media tablets, investment in mobile advertising has soared. Spending on this segment recorded a fivefold increase to HK$39.6 million in the first two months of the year from HK$7.8 million a year ago.

Jennifer Ma, the director of sales and marketing at admanGo, said cosmetics and skincare, banking and investment services, bridal services, pets and construction were the sectors where mobile advertising was the most aggressive.

Cosmetics and skincare was the city's top-ranked advertising category during the two months, with spending jumping 15 per cent from the previous year to HK$528.23 million. Banking and investment services came in second, growing 10 per cent to HK$525.89 million.

The beverages category posted the biggest percentage increase in advertising expenditure, surging 83 per cent to HK$283.88 million.

The biggest advertiser was L'Oreal, the world's largest supplier of cosmetics and beauty products. The French company, which owns a portfolio of brands including Lancome, Kiehl's and Shu Uemura, raised its advertising expenditure 33 per cent to HK$140.2 million.

Procter & Gamble, the US multinational consumer goods company, was the second-biggest advertiser, with spending growing 2 per cent to HK$133.49 million. Brands under P&G include Olay, Pantene, Head & Shoulders, Gillette, Braun, Oral-B and Pampers.