Precise Online Advertising Strategy-Exclusive Analysis & Industrial Suggestions to Fight COVID-19

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New iMedia COVID19 online advertising

Recently, people refrain from going out with the recent outbreak of Coronavirus, resulting in the drop of traditional media ad spend. However, digital ad spend has been rising for its data-oriented, cost-effectiveness and flexibility, which helps business gain sales effectively while saving cost and reaching target audiences precisely.

2019 Hong Kong Media Share of Ad Spending

Admango shows that the digital ad spend in 2019 have increment even the market was adversely affected by social factors:
Compare with 2018, 2019 digital ad spend in HK keep recorded a uptrend:

Under the Coronavirus, pace of digital transformation is sharp, lots of business move their forces to online platforms. Therefore, we believed that digital ad is continually important – Statista estimated that the digital ad spend in Hong Kong might have increment of 12.3% – reaching 100.9 billion HKD this year. Besides, according to the latest report from Admango, mobile ad is the only media with double digit YOY gowth (+15%) in Q1, 2020.


To help you stay ahead of the challenge in 2020, we have retrieved the exclusive ad performances data from iMedia Insider and analyzed 5 selected industries in Hong Kong so as to provide suggestions for precise online advertising, helping you to fight the Coronavirus hand in hand!

iMedia Insider:

Exclusive Data Analysis and Suggestions – Search Engine Advices

E-shop is growing rapidly, we believed that most of you agreed that digital ad can effectively bring e-shop traffic. Therefore, we leveraged the data from our exclusive Keyword Knowledge Base* to bring you some search engine marketing strategies.

*Keywords Knowledge Base, a massive self-built database established by New iMedia, aggregating more than 200K keywords and 5 billion ad exposure data from over 40 industries in last 6 years, aiming to provide dedicated analysis and insight.

【iMedia Insider】2019 Search Ad Performances in HK

New iMedia CTR CPC

From the graphic above, we found that the CTR and CPC of Retail industry perform the best; and Beauty & Health industry recorded lower CTR with 3X CPC compared with Retail industry.

  • For Retail industry, advertisers normally have better brand awareness and they usually added their brand name into search keyword so as to grab attention, resulting in higher CTR.
  • For Beauty & Health industry, brand usually use “services / solutions terms” as their search keyword, such as “「Laser」、「Eye Shadow」, instead of their brand name. Those competitive keywords keywords leading to lower CTR and higher CPC.

Suggestions

  • Businesses with higher brand awareness can insert their brand name into search keyword to grab audiences’ attention, so as to bring lower cost for cost saving.
  • For those with lower brand awareness, please try to add some tailored content and products/ services features to enrich your Title and Description (T&D), such as “made by natural materials”, etc.

Other than implement search engine marketing, it would be even more effective to leverage other digital solutions to do more with less! Herewith the exclusive analysis and ad launch strategy under COVID-19 for 5 selected industries,helping you create an excellent “Cross-channel advertising strategy” and fight the Coronavirus.

5 Selected Industries Ad Analysis & Suggestions to Fight COVID-19

Beauty & Health

New iMedia Beauty health pie

Recently, digital transformation occurs in Beauty & Health industry – proving one-stop consultation and reservation services via mobile app or Chatbot to enhance consumer experiences.

Hence, mobile ad spend increased to 2.4 billions HKD (+3%) in 2019 while all traditional ad spend decreased.

Suggestion

  • Enhance mobile browsing experiences and online CS services with digital ad, such as Lead Ad, Messenger ad and link to Chatbot for instant response, so as to grab the best timing of purchase / reservation and promote the online communication channel to improve conversion rate.
  • Since people prefer staying home for COVID-19, video view of YouTube has been increased – official data pointed that the search volume of sports-related video (such as yoga tutorial) recorded 230% growth. Therefore, suggested to launch more Video Ad.
  • Health industry might launch Video Ad about “exercise tutorial” or “health tips for Coronavirus” to enhance brand awareness and image; Beauty industry can film their anti-epidemic measurement to strengthen customer confidence and drive sales under the Coronavirus.

Finance & Investment

New iMedia Finance Investment pie

Banking service is being more digitalized & continually focus on online – spring up of e-payment and e-banking lead to an increase in mobile ad spend:

New iMedia Finance Investment amount

Suggestion

  • Because of COVID-19, usage of online banking increased while people staying home more often – insiders estimated that the e-transaction has increased by 30%-50% recently. Therefore, advertisers can launch more Mobile App Install Ads so as to catch the best timing for boosting app download.

Pharmaceuticals

New iMedia Pharmaceuticals pie

As Pharmaceuticals industry mainly focuses on middle-age & elderly, ad spend in digital media (12%) is less than other traditional media.

However, with the increasing trends of e-commerce and health-consciousness of younger customers, business is moving to e-shop and starting to spend more on online advertising :

Suggestion

  • Stand out with digital ad and add youngsters as target audiences to tap into the new market.
  • Besides, advertisers can blast positive message via Social Media Ad under Coronavirus – such as video and image ad with the theme of “health tips” to enhance brand image and promote product by soft selling.

Fashion

Fashion industry recorded huge decline decline in traditional ad spend due to the economic downturn and social issue last year – Radio ad spend even dropped by 70%

However, digital ad gained 31% media share (1175.71 million HKD) thanks to the rising trend of online shopping.

Suggestion

  • Due to COVID-19, the traffic of e-shop and social media platforms keep increasing while brick-and-mortar store traffic declined. Hence, advertisers can land the social media ad to e-shop, or make use of social media as e-shop catalog to attract instant purchase and extend the client base by encouraging customers to share the e-shop/ products on social media.
  • Launch eye-catching ad format, such as Shopping ad or Display ad, to present the product appearances and uniqueness. Also, ones may further enhance purchase intention of potential customers by Remarketing.

Automobile

New iMedia Automobile pie

Automobile industry is also under digitalization, some brands are even providing car key function in their app.

As a result, digital ad recorded 34% (689.86 millions HKD) top media share in ad spend in 2019. Besides, advertisers tend to promote using mobile ad instead of desktop ad – mobile ad spend recorded 95.79 billion HKD (28%) increment in 2019.

New iMedia Automobile amount

Suggestion

  • Focus on Mobile ad to reach target audiences precisely, so as to drive app download directly.
  • Even people stay home more often now, car fans are always craving for their dream car. Hence, we suggest advertisers to launch creative ad, such as video ad, social media live stream, or VR to “drive with clients” virtually to showcase the amazing look and features of the cars, so as to enhance emotional bonding by satisfying clients’ desire.

Want to know more about your industry ad performance with analysis and suggestions from ad specialists? Contact Us immediately!

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You may also talk to our Chatbot or call us at 2131 0888 to get more information!

1 Statista, “Digital Advertising | Hong Kong”, 2019

2 Admango, 2020

New iMedia Solutions, with over 12 years of digital marketing experience, is a full-service digital marketing agency striving to help clients meet their business objectives. With extensive recognition from various remarkable institutions, we have garnered over 105 heavyweight awards in the past 12 years.

Riding on our self-built Smart Ad Management System and all-round expertise, we offer creative, holistic and precise solutions, including search marketing, social media marketing, video marketing, KOL marketing, multimedia design and production and master idea generation. As a Premier Google Partner, Gold Authorized Reseller of Yahoo, we also have a strong online media alliance with Facebook, Baidu, WeChat and over 100 local and international websites, KOLs and social media platforms for providing comprehensive and strategic digital marketing solutions.

With our experienced professional team of over 130 and the exclusive Smart Ad Management System, we have always been helping our customers achieve their goals effectually, evolving in our growth journey together!