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HKDMA / PwC Market Study Hightlights & HKDMA echo actions

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HKDMA / PwC Market Study Hightlights & HKDMA echo actions

Hong Kong is one of the most digitally enabled cities in the world. However, is digital advertising here par with the global average or our Asian neighbours? What are our opportunities? And what are the challenges?

We have commissioned PricewaterhouseCoopers (PwC) to conduct a Market Study to explore the current state of play, trends and top of mind issues for industry when they explore different digital marketing opportunities in Hong Kong.

Pls feel free to write to us at member@hkdma.com.hk if you have any query.

Hong Kong is one of the most digitally enabled cities in the world. However, is digital advertising here par with the global average or our Asian neighbours? What are our opportunities? And what are the challenges?

We have commissioned PricewaterhouseCoopers (PwC) to conduct a Market Study to explore the current state of play, trends and top of mind issues for industry when they explore different digital marketing opportunities in Hong Kong.

Pls feel free to write to us at member@hkdma.com.hk if you have any query.

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HKDMA / PwC Market Study Hightlights & HKDMA echo actions

  1. 1. HKDMA / PwC Market Study highlights & HKDMA echo actions September, 2017
  2. 2. Digital marketing in Hong Kong: Gathering pace after a slow start PwC / Digital Marketing Association of Hong Kong September, 2017
  3. 3. Global E&M Outlook 2017-2021 #PwCOutlook 3 Today’s agenda Current state of digital advertising in Hong Kong Circumstances and challenges Recommendation Open discussions
  4. 4. Global E&M Outlook 2017-20214 Current state of digital advertising in Hong Kong
  5. 5. Global E&M Outlook 2017-2021 #PwCOutlook Hong Kong is one of the most digitally enabled cities in the world; 10% CAGR is expected from digital ad spend Mobile penetration Broadband penetration with an average peak connection speed of 129.5 Mbps (one of the highest in the world) 230% 92% 5 3.3% 10.3% -0.9% Total E&M Digital Non-Digital HK advertising CAGR 2016-21
  6. 6. Global E&M Outlook 2017-2021 #PwCOutlook Despite the double digit growth, digital share of ad spend still lags behind global average and some Asian neighbours 6 Digital’s share of total advertising wallet
  7. 7. Global E&M Outlook 2017-2021 #PwCOutlook 2014/15 was the inflection point for digital advertising: Growth of overall adspend plunged… 7 Hong Kong advertising revenues and YoY growth
  8. 8. Global E&M Outlook 2017-2021 #PwCOutlook … while internet advertising grew, driven by mobile 8 Hong Kong internet advertising revenues and YoY growth by mobile and wired (in US$’million)
  9. 9. Global E&M Outlook 2017-2021 #PwCOutlook Share of TV adspend was overtaken by Internet during 2014 for the first time 9 Advertising share by medium
  10. 10. Global E&M Outlook 2017-202110 Circumstances and challenges
  11. 11. Global E&M Outlook 2017-2021 #PwCOutlook Challenges facing Hong Kong 11 1. Geographically concentrated market has limited the need for digital ad 3. Marketers are confused with terminologies and new developments 2. A culture of “being obedient to your boss” Are we, as industry participants, making the industry unnecessarily complicated and driving away potential talents who want to join the industry, or advertisers who want to engage in digital marketing?
  12. 12. Global E&M Outlook 2017-2021 #PwCOutlook Challenges facing Hong Kong (Continued) 12 4. Lack of standardised metrics to measure the effectiveness and hence value of digital ad 5. Digital is still considered by many as a separate and distinct form of marketing media “The holy grail of marketing is achieving a common currency that all media understand and use.” – Industry Expert “The thing about digital that many companies don’t get is that you can’t look at different marketing channels in isolation, but you must look at the whole customer journey, where their touchpoints are, and market based on their needs.” – Industry expert
  13. 13. Global E&M Outlook 2017-2021 #PwCOutlook Challenges facing Hong Kong (Continued) 13 7. Shortage of digital marketing talent to move the industry forward 6. Programmatic media buying is still at an early stage in Hong Kong. 8. Remuneration schemes for agencies are still reforming to encourage optimal media spending across online/offline channels
  14. 14. Global E&M Outlook 2017-202114 Recommendations
  15. 15. Global E&M Outlook 2017-2021 #PwCOutlook What does success look like for Hong Kong’s digital marketing industry? 15 Success should be defined by the industry’s ability to deploy an optimal mix of digital versus traditional media for each marketing campaign that places the individual consumer in the heart of each individual campaign and that can drive optimal value and RoI for the advertiser.
  16. 16. Global E&M Outlook 2017-2021 #PwCOutlook Recommendations for advertisers and marketers: 16 1. Embrace change and technology in the organisation 2. Have ‘digital’ talents work alongside ‘traditional’ talents in transforming the organisation 3. Develop a ‘learning’ culture within the organisation 4. Invest in data accumulation and analytic tools
  17. 17. Global E&M Outlook 2017-2021 #PwCOutlook Recommendations for the agencies: 17 1. Continuously transform and encourage agency staff to be digitally ‘aware’ and risk being irrelevant 2. Review media remuneration structure 3. Invest in data management platforms and analytic tools to develop optimal data-driven and customer-centric solutions for client 4. Be open to partnering and collaborating with ad tech companies and other organisations
  18. 18. Global E&M Outlook 2017-2021 #PwCOutlook Recommendations for platforms, media owners and exchanges: 18 1. Simplify industry jargon 2. Invest in continuously upgrading programmatic solutions 3. Leverage big data and analytics to better understand customers and guide content acquisition and production strategy 4. Invest in data accumulation and analytic tools
  19. 19. Global E&M Outlook 2017-2021 #PwCOutlook Recommendations for industry associations / organisations: 19 1. Continue to provide and deliver business and technical training for the industry 2. Invest in and promote the adoption of industry standards on measurement 3. Invest in making the industry an attractive prospect for young and fresh graduates to join 4. Work closely with brands/ advertisers to help them demystify and clarify confusion with digital marketing
  20. 20. HKDMA echo actions Attract Develop Retain talents
  21. 21. Breakfast meetings Trainings HKDMA internship HKDMA Job Board Sharing @ universities career talks
  22. 22. For more information, please write to us at info@hkdma.com.hk

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