Hong Kong's mobile advertising market is dominated by Android devices, with a 7:3 ratio of Android to iOS users. The top mobile devices are iPhone 6/6Plus and various Samsung Galaxy phones. Mobile users prefer WiFi for video and cellular data for news/life apps. Finance app usage increased significantly this quarter due to stock market fluctuations. Retargeting and viewability are important factors for boosting mobile campaign ROI through audience segmentation and ensuring ads are viewable.

1. Hong Kong Mobile Advertising
Statistics and Trends

2. Vpon - Leading Mobile Branding Advertising
Expert for More than 1500 Advertisers

3. Taiwan Hong Kong China SSP
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Japan
電視連續劇
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三立新聞
Mo PTT
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Kingdom
Now 財經
東網港澳
香港巴士通
Now 新聞
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搭車好幫搜 商业评论网
Global Times
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互联网周刊企业与管理
今日要闻
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News cafe
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ようとん場
Leading ADN & DSP Hybrid in Hong Kong
360 Mobile Marketing Solution

4. – Hong Kong Mobile Market
– Users Behavioral Pattern
– Boosting your Mobile Campaign ROI
Contents
‧Mobile Viewability
‧Mobile Retargeting

5. Hong Kong Mobile Market

6. Android Vs iOS 67.4% Android
Compare to last quarter, the Android to iOS ratio maintains at approximately 7:3.
Source: UU, Q2, 2015, Vpon Inc.

7. Android Vs iOS 41.8% Phablet
Android has higher percentage of phone users prefer phone with
screen size between 5.3’’ to 6.9”.
Source: UU, Q2, 2015, Vpon Inc.

8. Top 10 Devices iPhone 6/6Plus
occupy the first and second place in the mobile market. Top 10 is mainly the
battle field between Apple and Samsung. Worth to note that Xiaomi is emerging
and pushing itself to win low price market.
Source: UU, Q2, 2015, Vpon Inc.
Unique Users

9. Top 10 Android Devices
Source: UU, Q2, 2015, Vpon Inc.
Unique Users
remains the market leader and 6 of its phones
hits top 10, with the Note product line
continues as the hero product.
SAMSUNG
quickly picks the speed and move to the top
4, the price competitive strategy wins the
market
Xiaomi
6 out of top 10 phones are phablets whose
screen size falls between 5.3’’ - 6.9’’. The screen
size of the top phablet models lie between 5.3’’ -
5.9’’
PHABLET

10. iOS Devices
Source: UU, Q2, 2015, Vpon Inc.
Among the iPhone 6/6Plus users, 46% users
are using the 5.5” iPhone 6 Plus which is
slightly fewer than that of the standard 4.7”
iPhone 6.
It is expected the release of iPhone 6s will
speed up the phone replacement of older
iPhone versions.
iPHONE 6/6+ 57%

11. Mobile Browsers
Chrome is the most popular mobile browser and the trend
shows that more Android users are switching to Chrome.
41% CHROME

12. Hong Kong LBS Traffic in 18 Districts
New Territories shares nearly half of
the traffic, Kowloon shares 33% while
Hong Kong Island shares 20%
47% N.T
Source: UU, Q2, 2015, Vpon Inc.

13. Mainland Chinese Tourist LBS traffic in
Hong Kong
Major traffic happens in the north-west New Territories which is close to the mainland
border and the shopping areas like Yau Tsim Mong and Wan Chai Districts.
56% in New Territories
Source: UU, Q2, 2015, Vpon Inc.

14. Network Operators
No substantial changes in the user share of the
operators and it remains stable.
Each of four operators provides 4G LTE services
38% csl.
Source: UU, Q2, 2015, Vpon Inc.

15. Users Behavioral Pattern

16. Mobile Internet Access
Users prefers to use WiFi for video category apps while
cellular data for News and Life category apps
66% Video on Wifi
Source: UU, Q2, 2015, Vpon Inc.

17. Hourly Traffic by Carriers
Android and iPhone traffic spikes at lunch time at 12 am - 1 pm and night time 8 - 10 pm
PEAK HOURS at 1pm, 6pm, 10pm
Source: UU, Q2, 2015, Vpon Inc.

18. Android Apps Categories
Source: UU, Q2, 2015, Vpon Inc.
Due to the recent fluctuation of the
stockmarket, the finance category traffic
has over 300% growth this quarter.
35.4% Video

19. iPhone Apps Categories
Source: UU, Q2, 2015, Vpon Inc.
With the larger phone screen size iPhone
6/6Plus, video traffic shows a significant
increase. Due to the recent fluctuation of
the stock market, the finance category
traffic has over 200% growth this quarter.
32.6% Video

20. Boosting your mobile campaign ROI
Viewability & Retargeting
“Half the money I spend on advertising is wasted;
the trouble is I don't know which half”.
John Wanamaker

21. Mobile Viewability

22. Importance of Mobile Viewability
For long, there is confusion to the mobile advertising industry to fix ad count
measurement and only with proper justification of the measurement will benefit
the growth of advertisers, agencies and publishers
In 2015, the Ad industry organisations have first given green light to transaction
of served impressions based on 70% viewability thershold, how do you suit
yourself in this digital measuring revolution?

23. Give Opportunity to See
Definition of Viewability
at least 50% of ad pixels and
last for at least continual 1s
at least 50% of ad pixels and
last for at least continual 1s

25. Factors Affecting In-App Viewability
Web/App Environment
Apps are designed to cater for the special
mobile viewing habits and therefore apps
usually provide better viewability than mobile
websites.
Placement Movability
Static placement position give a proper
exposure of the 100% pixel of the creative ”ads”.
In contrast, ads inserted in listing view can be
skipped and can possibly lower the viewability

26. Factors Affecting In-App Viewability
Network Environment
The network connection stability determines the
cellular environment where traffic can be shield
in varies situations e.g in lift or tunnel….
Loading Environment
Ads should be only loaded when they are in-
view, for ads loaded in hidden views or pages
will not be counted viewable until being shown.

28. Mobile Retargeting

30. Extensive reach pave the way for
Campaign Optimization
Every campaign is different in a sense of different scenarios with unique target audience
and goals. As to map out different audience segments from the mass audience pool, the
first milestone of the campaign should be an extensive reach. It enables you to reach as
many as prospective clients as possible to next step segmentation analytics.

31. Ad Scenario Analysis and
Audience Segmentation
Machine learning algorithm looks into the ad
behaviors at different scenario and relevancy with
targeted characteristic for lookalike segmentation.
The more data you collect from step one, the better
audience mapping can be realized.

32. Retargeting for better ROI
The data pools of your previous campaigns are
gold mines, they represent your prospective clients
who are interested at particular scenario in your
brand in recent time. It is a data driven strategy to
boost your campaign performance and
conversion.

33. Case Study - Retargeted Lookalike
Audience of a Banking campaign
Comparison of different audience pools in the same campaign

35. For publishers：bd.hk@vpon.com
For advertisers：sales.hk@vpon.com
www.vpon.com