APAC asset managers increase fund promotion campaigns

At the same time, the amount of insights promotions has fallen quite sharply

Key points:

• The amount of insights promotions in Asia Pacific has fallen quite sharply in favour of fund promotions during Q3 2021
• The portion of overall advertising dedicated to equities has remained stable, but fixed income has risen
• During Q3, there were more ESG advertisers in the APAC region than ever before

The amount of insights promotions in Asia Pacific has fallen quite sharply in favour of fund promotions during Q3 2021, according to data from Fundamental Monitor.

At 44%, brand campaigns continue to be the most popular advertising purpose in Europe, followed by fund promotion, which made up 40% of all advertising campaigns in Q3 compared to only 27% in Q2. At 15%, insights promotions have somewhat fallen out of favour since Q2, when they accounted for 24% of all advertising.

At 13%, the portion of overall advertising dedicated to equities has remained stable, but fixed income has risen from 7% in Q2 to 11% in Q3. It accounts for close to the same volume, although there were 20 advertisers focused on equities and only 14 on fixed income.

During Q3, asset managers in APAC have focused more of their advertising on ESG than in Q2, as its share rose from 12% to 19%, but it is still lower than the record 27% seen in Q1 of this year. However, there were more ESG advertisers (21) than ever before.

Below are some examples of the advertising campaigns asset managers in Asia Pacific have launched in Q3.

Fidelity – Brand campaign

Next Funds – Insights campaign

VanEck – Fund promotion campaign

IDFC – Equities

Janus Henderson – Fixed income

Nomura – ESG

Amundi – ESG