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23 February 2011 Expected Rise in Media Cost Calls for Cost Effective Solutions in 2011 The annual research study Advertising Spending Projections gathers an optimistic outlook about the economy and advertising industry in 2011. While nearly two thirds of the respondents indicate an increase in advertising budget this year, advertisers still press for more cost effective and creative solutions from agencies given the expected rise in media cost. TV (27%) and newspapers (22%) still account for the biggest share of ad allocation with social media and mobile apps in the prevailing trend. In spite of the growing popularity of these online tools, the lack of measurable ROI is still a challenge to both media owners and users. “It is apparent that with a call for cost effectiveness, many advertisers have a strong propensity to do more or explore more on digital platform including social media and mobile,” said Mr Raymond Ho, Chairman of The Hong Kong Advertisers Association (HK2A), organizer of the survey. “Consumers interact with marketers brands across various channels, thus a holistic approach involving both traditional and new media is required. Traditional media helps advertisers build awareness while new media like social media and mobile engages the consumers. There is a call for the agencies to provide integrated solutions to advertisers,” remarked Ms Celia Fan, Director of Media Research, The Nielsen Company, who led the survey. The survey covered various commercial sectors including top spending advertisers and concentrated on both their planned advertising spending and business focuses in 2011. The Advertising Spending Projections Survey enters its twelfth consecutive year in 2011 and is HK2A’s annual endeavou