APAC advertisers revert back to brand campaigns

Asset managers moved away from fund promotion in favour of brand campaigns, Fundamental Monitor finds

Key points:

• Brand campaigns are once again the most common advertising purpose in the APAC region
• Asset managers concentrated a lot of their advertising on fixed income and ETFs during Q2
• More advertisers than ever are actively promoting ESG in APAC

Advertisers in Asia Pacific reverted back to brand and away from fund promotion during Q2 of 2022, data from Fundamental Monitor shows.

Brand campaigns are once again the most common advertising purpose in the APAC region, making up 45% of all asset management advertising campaigns in Q2, up from 24% in Q1. On the other hand, fund promotion dropped from 58% to 35% over the same period, while insights remained steady at 18%.

Asset managers concentrated a lot of their advertising on fixed income and ETFs during Q2. Advertisements focused on fixed income made up 13% of all digital advertising in the APAC region in Q2, up from 7% in Q1, while the advertising of ETFs saw an increase from 3% to 11%.

The promotion of multi asset has dropped down to levels normally seen across the APAC region, following JP Morgan’s massive campaign for a multi-asset growth and income fund during the first quarter.

As a percentage of overall advertising, ESG is up significantly compared to Q1, but not to the levels seen in the second half of 2021, although more advertisers than ever are actively promoting this investment style (30).

The number of advertisers for the other key strategies remained relatively stable, with a small decrease for equities and multi asset and a slight increase for fixed income and ETFs.

Below are some examples of the campaigns that were in market in the APAC region during Q2:

Blackstone – brand campaign

Nomura – Insights

Nomura – Equities

BlackRock – ETFs