APAC region sees record number of multi-asset advertisers

Asset managers dedicated 8% of advertising to the promotion of multi asset, according to data from Fundamental Monitor

Key points:

• Ten asset managers were actively promoting multi asset in the APAC region during Q4 2024, the highest number since the start of 2020.
• Overall, 8% of all asset management advertising was dedicated to the promotion of multi asset, the highest percentage seen since Q1 2022, when multi asset accounted for 37% of all asset management advertising.
• Despite asset managers continuing to dedicate more than a quarter of their advertising to the promotion of ETFs, data by Alphix Solutions, Fundamental Group’s marketing analytics business, shows that investors in APAC were less interested in the topic.

Ten asset managers were actively promoting multi asset in the APAC region during Q4 2024, the highest number since the start of 2020, data by Fundamental Monitor shows.

Overall, 8% of all asset management advertising was dedicated to the promotion of multi asset, the highest percentage seen since Q1 2022, when multi asset accounted for 37% of all asset management advertising due to a massive JP Morgan campaign.

The number of asset managers promoting equities dropped from 24 in Q3 to 21 in Q4, while 28 asset managers advertised fixed income, up from 24 a quarter earlier. There were 22 ETF advertisers (up from 13) and 13 ESG advertisers (up from 8).

Asset managers dedicated 26% of their overall advertising to the promotion of ETFs, unchanged from Q3. Fixed income advertising saw its share drop from 30% in Q3 to 21% in Q4. Equities advertising also dropped slightly, while multi asset and ESG advertising both saw a slight increase.

When it comes to ad purpose, brand campaigns won some ground back, accounting for 30% of all advertising, up from 17% in Q3. Fund promotion saw a drop from 61% to 52%, while the promotion of thought leadership fell from 21% to 17%.

Despite asset managers continuing to dedicate more than a quarter of their advertising to the promotion of ETFs, data by Alphix Solutions, Fundamental Group’s marketing analytics business, shows that investors in APAC were less interested in the topic. During Q4, the consumption of ETF content on asset managers’ websites was lower than the 365-day rolling average by between 5% and 54%, depending on the week, with the exception of the final week of December, when ETF content consumption was up 16%.

The other asset classes saw a more mixed content performance. Equities content consumption was lower than average for most weeks of the quarter, but ranged from -31% and +24%, while the consumption of fixed income content ranged between -32% and 11% for most of the quarter, with one outlier of +79% in the second week of December.

The consumption of multi-asset content was a mixed bag, ranging between -36% and +29%, while ESG content was consumed less during the first half of the quarter, but was read more than the 365-day rolling average during the second half.

Below are some examples of the type of campaigns that were in market in the APAC region during Q4 2024:

Fund promotion – JP Morgan Asset Management

ETFs – China Asset Management

 Multi asset – UTI International