MIRROR helps drive up ad spend as it dominates ads from HK top brands

Boybands MIRROR and ERROR have starred in a lot of ads this summer with brands looking to leverage their star power to engage its fans and the wider audience. In Q3 2021, they were featured in 13 ads in the top 50 advertisers, according to a report from admanGo. 

MIRROR was more popular than ERROR as the 12-member band starred in all 13 ads. Advertisers included HSBC, Walt Disney, Samsung, foodpanda Hong Kong, McDonald's Hong Kong, LG Electronics, Dettol, Deliveroo Hong Kong, Octopus, Shiseido, FWD, Manulife and Sun Life Hong Kong, However, ERROR only featured in the campaigns of HSBC, Deliveroo Hong Kong, Octopus, FWD. 
Adspend of all major media outlets recorded an impressive year-on-year increase. Mobile adspend saw a 52% year-on-year growth in Q3 2021. Desktop and social media, ranked second and third, also showed a 40% and 39% year-on-year growth respectively. Adspend on social media such as Facebook and Instagram marked a 31% and 73% year-on-year increase respectively too. 

Meanwhile, Hong Kong's adspend recorded a 29% year-on-year increase in Q3 2021, from HK5.9 billion to HK$7.7 billion.

Apart from the star power of the boybands, the strong increase was the result of various industries had left behind the darker days of the pandemic.

Many industries are slowly starting to invest more in advertising. Adspend of the top 10 industries recorded an upward trend too. For example, adspend of banking and investment services, which ranked first among all industries, recorded a 58% year-on-year growth. Personal loan and financing, which accounted for the highest proportion of the industry, increased by 33% year-on-year. In particular, Promise Finance marked a positive growth of 11%.Adspend of pharmaceuticals and healthcare increased by 17% year-on-year and came in the second place, within which gastroenterology accounted for 15% and recorded an increase of 31% year-on-year. Property and real estate ranked third and saw a 19% year-on-year increase. In particular, property agents accounted for 32% of adspend in the industry, with an increase of 14% year-on-year. 

(Photo Courtesy: Sino Group)

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