APAC advertisers shift from ETFs to equities

Share of advertising dedicated to the promotion of equities at highest level since 2020, data by Fundamental Monitor shows

Key points:

• The promotion of equities made up 21% of all asset manager advertising in the APAC region in Q2 2023
• Although the percentage of overall advertising dedicated to equities has increased significantly during Q2, the number of advertisers promoting this asset class has dropped since Q1
• Brand campaigns accounted for 42% of all advertising, while fund promotion accounted for a third and insights for a quarter

Asset managers dedicated 21% of their advertising in the APAC region to the promotion of equities during Q2 2023, the highest percentage seen since the start of 2020, data from Fundamental Monitor shows.

A quarter earlier saw the highest percentage of advertising dedicated to ETFs since the beginning of 2020, but that has since decreased from the 25% seen in Q1 to 14% in Q2. Fixed income saw an increase in advertising during Q2, up from 4% to 10%. The promotion of ESG has increased slightly since Q1, but still lags behind figures seen in previous years.

Although the percentage of overall advertising dedicated to equities has increased significantly during Q2, the number of advertisers promoting this asset class has dropped from 19 in Q1 to 13 in Q2. The number of advertisers promoting the key strategies was relatively stable during Q2 for all other strategies.

While fund promotion made up 51% of all asset management advertising in APAC, this decreased to 33% in Q2. Meanwhile, insights increased from 14% to 25% and brand campaigns from 34% to 42% during the same period.

Below are some examples of the campaigns that were in market in APAC during Q2 2023:

Brand campaign – Prudential Global Investment Management

Fund promotion – Franklin Templeton

Equities – Federated Hermes

Fixed income – PIMCO

ETFs – BetaShares