Despite an apparent growth in spending on digital advertising, Hong Kong’s market might have trouble sustaining the over-the-top (OTT) internet boom that is hoped to make a difference to the TV landscape.
Data showed last year saw a 36 per cent increase in advertiser spending in interactive and mobile media after discounts, from HK$8 million in 2014 to last year’s HK$10.9 million, according to data compiled by media agency PHD. Ad spend on interactive and mobile accounted for 25 per cent of the total in 2015, the same percentage as ad spend on television, where 20 per cent of it went to TVB.
Loke Kheng Tham, PCCW’s executive vice-president of pay-TV, said advertisers needed data to back up their decisions. In 2014, Now TV launched a an integrated return-path rating system to measure viewers’ behaviour across pay-TV, online and OTT platforms. She hoped a single currency measurement can be achieved across the industry.
If Hong Kong’s OTT platforms want to survive, they have to look abroad. Media Partners Asia forecast showed that OTT advertising in 13 markets in Asia Pacific will grow 17.6 per cent from 2014 to 2020. PCCW’s Viu OTT, which showcases primarily Korean TV content, is also available outside of Hong Kong. It has recently been launched in Singapore.
Source : SCMP