According to a research survey released by the FIND team of the FIND Institute of Zicehui and Mobile First, with the popularization of smart devices and 4G broadband services, consumers' media contact habits have undergone a structural change, which has also driven advertisers to pay more and more attention to investment in digital media. Overall, the top three advertising projects that the top 500 advertisers are most willing to invest in in 2015 were FaceBook advertising (66.0%), online keyword advertising (61.9%), and mobile App advertising (59.4%).
FIND survey pointed out that the scale of advertising investment in the top 500 advertisers in Taiwan last year was about 35.56 billion yuan, and it is estimated that it will be about 35.98 billion yuan this year, an annual increase of about 1.9%. Among them, the proportion of investments in digital advertising by top 500 advertisers in digital advertising is expected to rise from 25.2% in 2014 to 26.4% in 2015.
survey shows that the demand for mobile advertising, off-home advertising and social advertising has increased significantly. TV advertising is still the largest investment project for the top 500 advertisers. However, in 2015, the top 500 advertisers will reduce the amount of advertising in TV and paper media, with an increase of -0.7% and -6.6% respectively. On the other hand, advertisers tend to increase their investment in advertising in mobile (23.2%), off-home (7.1%), social (4.8%) and the Internet (1.4%); broadcast advertising has also seen growth (4.2%) in 2015 due to its low base period last year. Zheng Renfu, head of the
Investment Association FIND Consumer Research Group, explained that when advertisers think about how to use emerging technology tools to achieve marketing and advertising, they also need to consider the behavior and product characteristics of the target consumers. For example, industries such as tourism and transportation services, online mobile game content attach great importance to various digital advertising investment industries; secondly, industries such as beauty and toiletries, medical and health services, and e-commerce services pay special attention to the use of online and social advertising, such as FaceBook advertising, online keyword advertising, content marketing, etc.; as for industries such as financial insurance services, retail channel services pay special attention to the use of mobile advertising media, such as mobile keyword advertising, LBS addressed advertising promotion, iBeacon advertising, etc.
2014 – 2015 (F) estimation of changes in various advertising market size
2015 Taiwan’s top 500 advertisers are willing to invest in digital advertising projects
(This article is authorized by MoneyDJ News; first image source: Flickr/Bhupinder NayyarCC BY 2.0)
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-