The smartphone usage and penetration in Hong Kong is showing an impressive growth, and brand advertisers are seriously looking at mobile marketing as an option to reach targeted audience. In such a scenario, a specialist agency helping clients focus on mobile marketing makes a major business sense. That is why Pixel Media HK, one of the leading Asian digital advertising sales networks, has spun off its mobile advertising division into a separate entity called Snap Mobile.
Snap Mobile will work as an independent mobile advertising network in Hong Kong focused on premium branded advertising on smartphones. It will represent exclusively local top ranked high-quality mobile applications and sites ranging from news, sports, finance, entertainment, social network, technology. Snap Mobile looks to provide advertisers with creative and effective mobile advertising solutions.
Kevin Huang, CEO, Pixel Media said, “With a formidable combination of high mobile penetration and increased advertising spends, the time has come to formally launch our mobile specialist division, Snap Mobile. We intend to offer the most comprehensive solutions in mobile advertising to marketers in Hong Kong and to be in the best position to win market share.” The company currently has a dedicated team of eight mobile advertising professionals in various functions. Initially they will be involved in a major way in educating and advocating mobile advertising as an effective marketing tool to the advertising community.
Currently the smartphone penetration and usage in Hong Kong has soared with mobile penetration of over 220% and smartphone adoption of over 50% of penetration according to OFTA.
A recent survey conducted by the HK Advertiser’s Association (HK2A) indicated that advertisers are expected to allocated up to 4% of their total ad expenditure on mobile and this is expected to increase significantly in the next several years. Across Asia Pacific, eMarketer predicts that mobile advertising will hit US$2.6 billion in 2012 and grow to over US$5 billion by 2016.
“We believe that the post-PC era has arrived and that smartphones and tablets will if not already take up a significant amount of your media time and as such advertisers will follow. With Snap Mobile’s official launch, we have and will continue to make significant investments in both people, technology and products to ensure the healthy development of the app advertising eco-system in Hong Kong as well as the positive development of its business” Huang added.
According to him, Snap Mobile will currently offer advertising on iOS, Android and Mobile Internet platforms and represent exclusively over 40 of Hong Kong’s leading and premium apps and mobile internet sites. One of Snap’s partners PCCW Media Ltd already has seen great results by working with Snap Mobile. Talking about this Helen Sou, SVP – New Media, PCCW Media Ltd said, “Since the launch of our Now.com free mobile apps, we have seen encouraging results from our joint efforts with Snap Mobile. Through this partnership, we have developed some first-in-Hong Kong in-mobile advertising through app sponsorships from major brands such as HTC, Samsung and Nokia. We look forward to our continued partnership with Snap Mobile and are confident that its focus on mobile advertising will yield results in a short time”
Other key partners include Microsoft Advertising Mobile opportunities, Mingpao.com, Discuss.com.hk, Uwants.com, Ticketing (Broadway Cinemas), Commercial Radio Interactive, Metro Daily, Metro Pop, ePrice Hong Kong, Android-HK and many more. Rex Lam, head of Mobile at Networld, owner and operators of Hong Kong’s leading community forums, Discuss.com.hk and Uwants.com said “We congratulate Snap Mobile on its official launch. Over the last 12 months, Networld has increased its investment in the mobile space and have launched mobile apps for all of our sites. We’re happy to work with our lead mobile ad sales partner that grows along side with us and scales its business as we do. We look forward to creating more groundbreaking campaigns on the mobile platform with Snap Mobile.”
Ad offerings on the Snap Mobile network includes standard display, rich media and video ad formats as well as custom programs such as App Sponsorship, Advertorials and Branded Entertainment with a strong pipeline of new products slated to launch in the near future. Collectively its mobile network generates over 200 million impressions per month and has over 4.5 million installations.