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May 9, 2017

Digital Adspend Overtakes TV in Taiwan and Hong Kong



Increased smartphone ownership is clearly having a massive impact on the way people across Asia Pacific shop and spend. This trends are reflecting on how brands are buying media on platform across APAC. Hong Kong team has seen a steady rise in mobile media buying efforts since the past year as well. This region is leading the trends in terms of tracking the mobile audience and the rising video demand, as consumers trends of viewing content across multiple screens is on sharp rise. We, at , are proud to showcase our cross-channel targeting with enhanced machine learning predictive performance analysis. Our cloud platform allows us to make intelligent creative selection to maximize campaign performance.

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As consumers trends shift more on digital and mobile, Taiwan and Hong Kong ad spend have slid away from television advertising budgets. According to an annual Interaction Report by WPP Media Company, GroupM, while television still commands high budgets in the Asian markets, digital advertising platforms are reigning in China.

Furthermore, the study examined the forecasted growth for digital advertising across 46 markets, showcasing that TV accounted for most ad-spend in 2016 standing at 42%. Nevertheless, GroupM projected this percentage would drop to 41% in 2017 due to a 16% contraction of 16 to 24 year-old audience for linear TV. Other regions – digital trends Other markets where digital ad-spend has already overtaken TV include Canada, Australia, Denmark, Netherlands, Finland, Sweden, Norway, United Kingdom, New Zealand, and China. These trends reminisce what we have seen across since 2016. Regions where digital ad-spend is expected to overtake TV ad spend in 2017 include Germany, Ireland, and France. GroupM predicts as well that these markets will very soon be digitally dominant like Hong Kong and Taiwan. Across , we have noticed vast majority of our brands in Asia (Hong Kong, Taiwan, Singapore) allocating larger ad budgets on digital as consumer’s attention p shift towards their mobile devices. Want to learn how office today. We are serving over 20 countries – #MakingYourBrandLimitless