Chord Insights | May 2025
The Resurgence of Outdoor advertising:
A Strategic Shift in a Digital Age.
Pricing vs. Branding in Asset Management: Lessons from Deliveroo’s Exit
The abrupt departure of Deliveroo from Hong Kong—a brand lauded for its creative campaigns and cult-like customer loyalty—has ignited a fiery debate: Can even the most polished marketing withstand the pressure of cutthroat pricing? The rise of Keeta, a mainland-backed food delivery platform that undercut rivals with aggressive discounts, suggests that in some industries, price might be the ultimate trump card. But what does this mean for Hong Kong’s asset management sector, a crowded arena with over 1,800 licensed firms? Does competing on cost eclipse the need for brand-building and storytelling? Or is this a false dichotomy in a business where trust and differentiation are paramount?
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Redefining Target Audiences in Asset Management Sector: Embracing a New Generation of Investors.
Hong Kong’s asset management industry has long catered to a well-defined clientele: high-net-worth individuals (HNWIs) and institutional investors. However, seismic shifts in the city’s demographic and economic landscape are challenging this traditional focus. With an influx of Mainland Chinese professionals, a rising cohort of young, digitally native investors, and evolving wealth distribution, asset managers must rethink their approach to audience targeting—or risk losing relevance in a rapidly diversifying market.
READ MOREIn an era dominated by digital media, where cost-effective digital and mobile advertising has become the go-to strategy for many industries, asset management firms are bucking the trend. Surprisingly, many are turning to outdoor advertising—billboards, transit ads, and high-impact placements—as a key component of their marketing mix. This shift raises an important question: why are financial brands, known for their data-driven approaches, investing in what some might consider a "traditional" medium?
The answer lies in the unique challenges and opportunities faced by asset management firms. While digital advertising offers precision targeting and measurable ROI, the financial sector is increasingly grappling with ad fatigue, ad blockers, and the sheer noise of online platforms. In this cluttered environment, outdoor advertising stands out as a way to cut through the noise. A well-placed billboard in a financial district or a strategically positioned ad in a transit hub can capture the attention of high-net-worth individuals and institutional investors in a way that digital ads often cannot.
Moreover, outdoor advertising offers a sense of permanence and credibility that digital media sometimes lacks. For asset managers, trust and brand authority are paramount. A large-scale, visually striking outdoor ad conveys stability and confidence—qualities that resonate deeply with their target audience. It’s a medium that complements digital efforts, creating a holistic brand experience that reinforces messaging across multiple touchpoints.
This trend also reflects a broader shift in marketing strategy. Asset management firms are recognizing the value of integrating digital and physical channels to create a seamless customer journey. Outdoor advertising acts as a powerful top-of-funnel tool, driving awareness and curiosity, while digital channels can then nurture those leads with personalized content.
In a world where digital dominates, the return to outdoor advertising is a reminder that sometimes, the most effective strategies are those that blend the old with the new. For asset management firms, it’s not about choosing between digital and outdoor—it’s about leveraging the strengths of both to build a stronger, more impactful brand presence.
