Dr. Diamond Tai

Research institute for Digital Culture & Humanities Conference on Digital Culture & Humanities

Hong Kong, June 3, 2017

Digital Out-of-Home Advertising in

Hong Kong

Reach the on-the-go Hong Kong consumer

OOH in Hong Kong

• Out-of-home (OOH) media are often used to build product or package recognition, and are characterized as effective media to build large local coverage and high exposure frequency in dense and mobile population.

• OOH media are regarded as excellent vehicles to reach a mobile consumer who spend more time travelling than staying at home (Francese 2003), and are commonly used in locations where citizens and tourists cluster (Wilson 2008).

• These media remain innovative through technological breakthrough, and new outdoor advertisements in 3-D, with extensions, digital messages or even interactive formats have been introduced (Belch 2007). OOH media use are increasingly popular.

• OOH media are popular with Hong Kong advertisers, especially in the major shopping areas such as Tsim Sha Tsui and Causeway Bay.

OOH in Hong Kong

• A survey of advertisers reported that OOH advertising was considered important as a supporting channel in an integrated campaign, but it could at times be a core advertising channel.

• Advertisers showed an appreciation of the many innovative OOH advertising formats made available by new technology (JCDecaux 2015).

• The OOH media are also considered an effective channel for reaching tourists visiting Hong Kong, 77 percent of mainland Chinese tourists are estimated to travel on the subway system (JCDecaux 2015).

| P125 April 2017*Adspend is the advertising spending which is calculated based on the rate

cards provided by the media owners. All adspend figures in this report have

taken into consideration the discount factor based on an assumption of 60%

off rate card rate. Actual discounts may vary.

Local Advertising Market

Stabilized in Q1

According to admanGo, the local advertising market showed a positive sign in March with a 3% YOY

increase. Although the Q1 overall adspend was only on par with the same period last year, it was the first

time since Q3 2015 where a negative growth was not recorded.

TV, Free Newspapers and Mobile recorded a YOY growth in adspend in the first quarter. For TV, though

there was a 15% YOY drop in adspend by the top product industry Toiletries & Household, the adspend cut

was offset by the rise in adspend by other key industries such as Pharmaceuticals & Healthcare (+11%) and

Banking & Investment Services (+14%).

The advertising strategy for Free Newspapers by the above two industries, however, went in opposite

direction. Pharmaceuticals & Healthcare increased the adspend in Free Newspapers by 17%, while there

was a 15% YOY decline for Banking & Investment Services.

In view of the increased coverage in Google Ad Network by admanGo in 2017, there was a drastic jump in

the Mobile adspend. Banking & Investment Services was the top industry and the adspend in Mobile nearly

grew by 2.5 times. Cosmetics & Skincare ranked second, doubling the adspend while the spending by

Travel & Tourism Services was even 3.5 times higher than the adspend from the previous year.

媒體市場佔有率(2017年第1季)

Media Share (Q1 2017)

電視 TVC

31%

收費報紙 Paid Papers

12%

免費報紙 Free Papers

16%

雜誌Magazines

5%電台 Radio

4%

桌上電腦 Desktop

9%

流動廣告 Mobile

7%

戶外 Outdoor

16%

0

1

2

2

3

4

一月份(Jan) 二月份(Feb) 三月份(Mar)

-2%

-1%

0%

1%

2%

3%

4%

3.3

2.7

3.43.4

2.7

3.3

-2% -2%

3%

以港幣十億元計

(H

KD

in b

illio

n)

按年變化率Year-on-year Change (YOY) 2016 2017

香港總廣告支出 Total Adspend in Hong Kong

OOH in Hong Kong

OOH in Hong Kong

• Out-of-home (OOH) media in Hong Kong in 2016 Q1 was accounted 16% of all media total advertising expenditure (admanGo),

• 4.7% was spent on subway advertising, 1.9% on bus body display ads,

• and 9.4% on all other OOH media including outdoor video walls, conventional billboards, airport, bus shelter, and tram body, and videos in buses and trains (admanGo 2016).

DOOH Format Distinctions in HK

• DOOH advertising can be found anywhere in Hong Kong, nearly every shape and size in both large and small formats and found in public spaces, dense city areas, highways, and private venues.

• Consider various DOOH format in terms of their size and functions:

– Spectaculars

– Large Formats

– Venue Based and Public Spaces

– Custom Formats

– MTR Lines

Spectaculars

• Spectaculars are considered high impact units with full motion, often targeting pedestrians in heavy foot traffic areas such as Causeway Bay and TST, and also include Victoria Harbor Front

• Size is spectacular and normally more than 500 sqm or even >1,000 sqm

171-174 Gloucester Road

Giant

LED

Sunshine Plaza- Wanchai

Giant

LED

Mega Scaled LED Wall 2016 New Year Countdown attracts

>300,000 Audiences

H&M CNY Greeting Campaign Free exposure on A1 Oriental Daily during New Year Countdown

H&M × David Beckham Campaign

Be The Focus of Victoria Harbour in Festivals!

2015 New Year

Countdown

Click to Watch the Video

Click to Watch the Video

2016 New Year

Countdown

Be The Focus of Victoria Harbour in Festivals!

Bank of China Tower

Victoria Harbour

TST Clock Tower

Hong Kong Convention & Exhibition Centre

IFC

Exchange Square

Central Government Office

CITIC Tower

Iconic Buildings

Prominent Location with Superior Exposure

HSBC Headquarter

The One

One Peking

Harbour City

Avenue of Stars

CITIC Tower

Highly Visible from Buildings in Tsim Sha Tsui

Commercial Buildings: •The One •One Peking •iSQUARE •K-11 •Gateway Tower •Harbour City Office Buildings

Hotels: •InterContinental •The Peninsula •Sheraton Hong Kong Hotel & Towers •Marco Polo Hongkong Hotel •Hotel Panorama By Rhombus •Hyatt Regency •Hotel ICON •Kowloon Shangri-La •The Royal Garden

Successful Showcase – Budweiser

Creating Memorable Moments

For Customers

Successful Showcase – AIA

High Resolution LED Display Effectually Spreads Brand Message

Creative Successful Showcase – Nike

High Resolution LED Display Effectually Spreads Brand Message

Enlighten the City & People Fabulously!

Creative Successful Showcase – Nike

World’s Most Popular Sports Event – Seize up the Golden Opportunity!

1. Display the images of renowned football stars in mega scale

2. Tie in with several bursts of promotion activities to gain extra exposure including football tournament held @ Hong Kong Cultural Centre

3. Engage and interact with mass audiences Upload picture via Instagram Select to display on CITIC Tower LED Animated Wall Expose to millions of citizens & tourists along Victoria Harbour

Large Formats

• Large Formats are designed and elevated for clear viewing, generally 20-200 sqm, and are typically found on, high traffic commercial, industrial, major metropolitan areas and highways.

• This format delivers high impact exposure and is available in a wide range of markets.

Causeway

Bay

Times Square

TST

Mongkok

Ocean Centre

Harbour City

Venue Based and Public Spaces

• Venue Based and Public Spaces typically focus on targeting pedestrian traffic and are commonly found at street level or within a venue. Examples include displays found within, airports, office buildings, taxicabs, municipal properties and health club, etc.

Airport

Focus Media

TouchMedia Taxi TV

TouchMedia Taxi TV

RoadShow In Bus TV

RoadShow In Bus TV

Custom Formats

• Custom Formats complement robust large and small DOOH networks, creating custom opportunities typically used for events and pop-up installations.

• These formats can range from shopping centres, digital projections, to digital mobile billboards/buses, to empty storefronts that are transformed to create interactive digital experiences using gesture and touchscreen technologies.

Mobile roadshow

Mobile roadshow

Roadshow

Shopping Centers

VR and AR by SKY100

Hong Kong DisneyLand

experience be ironman

First 3D outdoor projection Samsung

Hong Kong Cultural Centre

Fanling Outdoor Screening 2017

Happy 50th birthday, Mandarin Oriental HK!