Brand campaigns the most popular advertising purpose in APAC

Following a dip in Q4 2021 and Q1 2022, brand campaigns have now made up more than 40% of all APAC advertising for two quarters in a row, data by Fundamental Monitor shows

Key points:

• The ad purpose remained relatively steady compared to Q2 with brand campaigns still making up the largest share, at 44%, but up significantly from Q1
• Asset managers have shifted away from promoting fixed income in the APAC region in favour of equities
• The number of asset managers actively promoting equities rose as well, from 15 advertisers in Q2 to 17 in Q3

Following a dip at the end of last year, the increase in brand campaigns seen in Asia Pacific in Q2 continued into Q3, data by Fundamental Monitor shows.

The ad purpose remained relatively steady compared to Q2 with brand campaigns still making up the largest share, at 44%. However, there was a slight movement from insights to fund promotion, with the latter now standing at 41% compared to 35% in Q2.

During Q2, the promotion of fixed income made up 13% of all APAC advertising, while equities advertising stood at 6%. A quarter later, fixed income saw its share drop to 8%, while the promotion of equities rose to 10% of total advertising.

The promotion of multi-asset rose from 2% to 5% during the same period, while ESG advertising dropped from 14% to 9% during Q3.

The number of asset managers actively promoting equities rose as well, from 15 advertisers in Q2 to 17 in Q3. Fixed income was promoted by 13 advertisers in Q3, one less than in Q2. The number of ESG advertisers dropped from 30 to 26 over the course of the quarter.

Below are some examples of the campaigns that were in market in the APAC region during Q3 2022:

Platinum Asset Management – brand campaign

Alliance Bernstein – fund promotion

BNP Paribas – equities

Nomura – equities