Newsletter · page 1 Overview • TV • Digital • OOH Newsletter August 2016 What’s NEW in August TVBJ Prime Time Rating Update 超能老豆& 城寨英雄 Upcoming Program Update

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Overview

• TV

• Digital

• OOH

Newsletter August 2016

What’s NEW in August

TVBJ Prime Time Rating Update

超能老豆 & 城寨英雄

Upcoming Program Update

TVB Jade & ViuTV

MTR (JCD Transport)

New domination format in TST Station Entrance A

Entrance

Asiaray

Outdoor opportunities during FIA Formula E event

New F&B social media platform

DuuD

Elle.com.hk – new ad format

Native ad

Instagram Update

Native ad

Google SEM Update

Expanded Text Ads

• Radio

Digital broadcaster DBS

DBS seeks to return operation license

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TELEVISION

August 2016

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16

1st Line Drama 2nd Line Drama

Average Rating

1ST

LINE

DRAMA

2ND

LINE

DRAMA

Year to Date Average: 19.04

(From Jan 4- Aug 7, 2016)

Year to Date Average: 19.86

(From Jan 4- Aug 7, 2016)

17.2 23.9

TVBJ prime time 2nd line drama一屋老友記 hits higher ratings than the

previous drama 琅琊榜, with almost double up on average TVRs.

Two new dramas 超能老豆 & 城寨英雄 launch on 1-Aug, both have good

performance with 18.5 & 22.3 TVRs respectively.

Period : Jan 4, 2016 – Aug 7, 2016 | Target : People 15 – 49 | Universe : 3,246,000 | Source : Nielsen HKTAM

M2M's Point of View

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17.2

23.5

11.6 10.8

18.5

22.3

12.5 11.7

0.9 0.9 1.4 1.20.8 0.9 1.5 1.2

0

5

10

15

20

25

1st Line Drama

(20:30-21:30)

2nd Line Drama

(21:30-22:30)

Weekday Variety Show

(22:30-23:00)

Weekday News

(23:00-24:00)

Performance of TVBJ’s

local produced drama rebounce

12.5

17.5

11

8.5

12.6

17.5

10.9

7.7

0.7 1 1.3 1.80.3 0.5 1 1.7

02468

101214161820

Weekend Entertainment

Show

(20:30-21:30)

2nd Line Drama

(21:30-22:30)

Weekend Variety Show

(22:30-23:30)

News

(23:30-24:00)

TVBJ : Jul 11 - 31 2016 TVBJ : Aug 1-7 2016 ViuTV : Jul 11 - 31 2016 ViuTV : Aug 1 - 7 2016

Weekday Rating

Weekend Rating

For Weekday’s rating:TVBJ 8% increase of rating recorded in the first week of new 1st line drama ‘超能老豆’. Inversely, a slightly 5% drop on the new 2nd line drama ‘城寨英雄’ on launch

week (period : 1-7 Aug).

On ViuTV, the rating is quite steady on weekday prime time.

For Weekend’s rating:TVBJ rating for 2nd line drama ‘一屋老友記’maintained a steady growth

performance throughout the whole series with its humorous storyline & talented

casts, compare to the fair performance of weekend entertainment & variety shows.

ViuTV has a significant rating drop when new entertainment program ‘當衝三小遇上886MM’ launches on 6-Aug. Compare with previous program ‘巨門陣”, the celebrity

reputation is relative low, may not good enough to attract audience eyeball.

Period : 11 Jul - 7 Aug, 2016 | Target : P15-49| Universe : 3,246,000 | Source : Nielsen HKTAM

M2M's Point of View

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播映日期 : 8月29日-10月21日播映時間 : 逢星期一至五 2030-2130 集數 : 39演員 :蕭正楠、田蕊妮、阮兆祥、陳凱琳、梁琤、吳岱融、楊明、李佳芯

故事大綱:

承接”巨輪”, 手信業大亨羅威信在港澳兩地坐擁分店無數, 與生意夥伴姚文英建立了手信王國, 並不斷革新. 每當有新產品推出, 信皆會寄給在遠方打拼的哥哥喬天生.

在香港及澳門, 羅信記遇上強勁對手, 對手出盡奸招爭生意, 甚至以本傷人. 對手領頭人高天鷲. ,原來另有所圖… 與此同時, 有黑社會背景的馬文泰亦以不法手段狙擊羅信記, 令信疲於應付.

信為舒解心中鬱結, 遂到沖繩散心, 令他遇上身份神秘, 撲朔迷離的高伊娜, 娜帶著信在沖繩原材料期間, 二人漸生情愫, 可是英見信自認識娜後, 解決事情的方法變得偏門, 也發現娜大話連篇, 遂與信產生分歧及爭執, 其夫飛往沖繩做和事佬, 卻遇上意外而下落不明…

為了與娜在一起, 信決定留在沖繩發展一年陪伴娜, 但正當信以為與娜穩定發展時, 娜卻突然消失, 原來娜接近信是有一個不為人知的目的…

TVBJ – 1st Line Drama – 巨輪II

Upcoming

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播映日期 : 8月29日-9 月18 日播映時間 : 逢星期一至日 2030-2130 集數 : 28演員 :馬國明、阮兆祥、黃翠如、岑麗香、梁烈唯、黃心穎、江欣燕、楊明、楊秀惠、朱璇、鄭子誠、樂瞳

故事大綱:

一個愛好烹飪的電車男,

一個對食至有研究, 視吃好東西為人生最大享受的中男,

一個喜歡煮, 一個喜歡吃, 本來就已經是最佳搭檔.

卻原來他們有一共同嗜好, 就是查出案件的真相.

而將這對最佳搭檔聚合一起的, 就是一間性格彷如女魔頭的社長主持的私家偵探社. 偏偏社內又有兩位性格迥異的女探員, 令到這兩位廚神,食神意亂情迷….

一道道美食佳餚, 一件件與吃相關的奇案, 在這一群開心的偵探的五感之下, 一一化解….

TVBJ – 2nd Line Drama – 為食神探

Upcoming

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脫獨工程

播放日期﹕9月6日 – 10月17日 (逢星期一、二，晚上10時至11

時，共13集

節目介紹：《脫獨工程》，是viuTV一項具實驗性質的約會真人騷。概念來自網絡上的虛擬約會：男女以虛假的表象但真實的情感，談一場虛中帶實的戀愛。《脫》將這種虛擬實體化，利用模特兒呈現主角的外表，主角則操縱模特兒執行自己的言行舉止，約會自己心儀的對象。外表的反差會帶來反效果？虛假的外表會否反而看得清一個人的內心？可否令戀情開花結果？

目的：• 外表是給別人的第一印象，也是令別人抹煞成為戀人的主因。本節目利用

模特兒助他們暫時掩蓋外表，透過內在優點、溝通作交往。• 再一次為「戀愛對象的外貌是否重要」的問題下註釋。

節目內容：• 本節目首先介紹六位在戀愛命途上屢遭挫敗的主角；• 節目根據六位的特色，給予他們六位模特兒；• 約會部分• 六位主角從競爭中得到約會的機會；• 主角需要為心儀對象度身訂造特定主題的約會；• 約會當日，主角利用Robot跟對象約會，爭取對方對自己的好感；

表決部分• 約會結束，對象需要抉擇，是否願意跟主角進行第二次約會；• 對象同時亦可約會結束後，選擇見不見主角的真面目；• 如果對象要求見面，主角亦需選擇，能否鼓起勇氣以真身見對象；• 當主角與對象見面後，對象需要再次選擇是否繼續與主角約會

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Outdoor

August 2016

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The prominent and eye-catching building stand provides a brand

new advertising opportunity for advertiser to consider in one of

the most crowed shopping area in HK, which capture the high

traffic flow from underground to the roads.

However, due to the restriction on any sticker poster on the

glass walls, the visibility on street level alone may somehow

limited.

Reannotation of TST MTR Exit A will be finished in Sep-Oct (TBC)

and there’ll be a new advertising format – Crystal Cube. This new

domination format provides creative flexibility such as 3D hanging

objects and selling in a package deal including hanging

object/banner, poster on wall and solus wall poster.

Mock up reference only

MTR TST station exit A

domination format “Crystal Cube”

M2M's Point of View

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2016 FIA Formula E – the first world-class car racing tournament in

Hong Kong will be carried out on 8-9 Oct, 2016. There are some

outdoor opportunities offered by Asiaray to target the audience.

Date:

8-9 October, 2016

Venue:

Central Harbourfront

Ticketing:

Emotion Club: $19,800 (single ticket) - $225,000 (emotion club table for 15pax)

Grandstand: $2380 eVillage: $300

eVillage

Emotional VIP Area

Emotional VIP Area

Grandstand

Grandstand

About the event

Asiaray introduced outdoor

opportunities during 2016 FIA Formula E event

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Mock-up only Mock-up only

Spectator Fence Mega Banner

This is the first world-class car racing tournament in Hong Kong

and it is believed that it is going to be the next hot topic in town.

It can help to reach specific target of motor racing fans and

upmarket segment, yet quite high premium was set for the

pricing.

Remarks: Maximum 10 advertisers are accepted for the Banner and 4 advertisers for LED

Asiaray introduced outdoor

opportunities during 2016 FIA Formula E event

M2M's Point of View

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Digital Broadcasting Corporation is going off-air and has applied

to return its license to the government, citing “unsatisfactory”

developments in the digital radio industry.

DBC is the second broadcaster to surrender its digital audio

broadcasting license in a year, leaving only two others in the

field – Metro Broadcast and government-owned RTHK. Phoenix

URadio earlier returned its license.

The Office of the Communications Authority said it was

requesting detailed information from DBC, which must continue

to operate until it is permitted to go off air.

DBC seeks to return license to

government

The penetration of Digital audio broadcasting medium is relative

low in Hong Kong. Would be not much impact after DBC shut

down.M2M's Point of View

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Digital

August 2016

page 14

DuuD is a new F&B social media platform

ride on dine-and get-rewards mechanism

which allow interaction between diners

and restaurants. The key functions of the

DuuD app are check-in, upload photos,

share and follow. It allows food lovers to

search and browse delicacy images

uploaded by other users and exclusive

dining offers provided by restaurants

directly. App users can accumulate points

which are ultimately exchanged for

rewards (e.g. movie ticket, coupon, etc)

DuuD launched as a new F&B

social media platform

Check-in Photo Sharing Restaurant search/follow Reward/redeem

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Many of Hong Kong people are food lovers which seems to

provide a good opportunity for this new F&B social media

platform.

Duud is still new in the market and take times to build its

membership base. Far from able to challenge the leader position

of Open Rice but Duud has an incentive scheme that appeals to

offer lovers.

DuuD launched as a new F&B

social media platform

They are the sole agent of over 1,000

restaurants, covers HK Island, Kowloon

and New Territories including both

residential and CBD areas. There are

different types of restaurants in their

network, from Eastern to Western, café to

fine-dinning, etc.

Some network restaurants examples:

M2M's Point of View

page 16

Elle.com.hk launches new format –

Native ad on Sep 2016

• introductory offer is for existing advertisers with digital spending over

$100,000 nett since August 2015 (100% loading for other advertisers)

• Native Ads that are relevant to the channel will have priority over other

advertisers for the channel

• Each Native Ads package will be delivered within 2 consecutive weeks and

finished on or before 31 December 2016

Native Ads will be viewed with other editorial content which

offers a more subtle approach for promotion and increase the

chance for user engagement.

However, the CPC is relative high when compare with Yahoo

native ad which introduced more than 2 years ago.

Format A. Editorial Native Ad B. Native Ad

Lead-inPosition

Desktop & Mobile: Channel homepage & article page

Desktop & Mobile: Channel homepage &article page

Flow of ads Lead-in thumbnail >> article written by ELLE editor based on client information >> advertiser’s website

Lead-in thumbnail with brand nameexposure >> advertiser’s website

Disclaimer “Brought to you by xxx” to appear in the article “Sponsored” to be appeared at thumbnail

Material &production

Ad materials to be provided by advertisers for ELLE Team’s production without client’s approval

Ad Materials for sponsorship native ad textlines to be provided by advertisers

Channel No. of clicks entitled CPC (Nett in HK$) CPC Package Cost (Nett in HK$)

Fashion 550 $27 $14,850

Celebrity 533 $15 $7,995

Wedding 533 $15 $7,995

Beauty & Health 522 $23 $12,006

ROS 533 $15 $7,995

M2M's Point of View

page 17

Facebook has rolled out a new feature for Instagram called “Instagram

Stories” and it is now available as part of Instagram 9.0 in Apple’s App

Store and on Google Play.

• Users can share multiple videos and images and they will appear on

the slide show format shown in the top bar.

• Unlike the regular Instagram post, those videos and images posted in

“Instagram stories” will not listed in the account profile permanently,

but will deleted in 24 hours.

• Besides, there is no likes or comments function for “Instagram stories”

posts. In case the follower would like to communicate with the account

owner or the business, they can only send a private message through

Instagram Direct.

Marketers can explore this format for instant communication like

timely offer, ad hoc update, etc.

Instagram will also roll out new advertising and other business

opportunities as part of Instagram Stories and let’s stay update.

Instagram new feature “Instagram

Stories”

M2M's Point of View

page 18

Optimized for the mobile-first world, expanded text ads are designed to

maximize your presence on search results. With nearly 50% greater ad

copy, this format features a more prominent headline and extra room to

highlight your products and services.

It is expected that the longer headline is more attentive and may

help on CTR uplift.

Google launched “Expanded Text

Ads”

Text Ad Expanded Text Ad

Starting on October 26th, 2016, advertisers will no longer be able to

create or edit standard text ads — meaning you’ll only be able to

create and edit text ads using the expanded text ads format after this

date. Existing standard text ads will continue to serve alongside

expanded text ads.

M2M's Point of View

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For more information, please contact your account management / planning team:

Senior Business DirectorAlice Lee ([email protected])

Business Director, DigitalKoyi Wu ([email protected])

Head of Buying Derek Yip ([email protected])

Talk to us….