AdTech Meets Publishing: 12 Start-Ups Drive 13M Views in Hong Kong Cross-Sector Initiative
Hong Kong’s digital advertising and publishing industries just wrapped another successful year of creative collaboration, with 12 emerging ad start-ups joining forces with local authors to deliver powerful promotional campaigns. Now in its seventh edition, the Hong Kong Digital Advertising Start-ups X Publishing (Writers) Promotion Support Scheme has once again proven how tech-savvy storytelling and emerging talent can move the needle—both for brands and books.
Organized by the Hong Kong Association of Interactive Marketing (AIM) and sponsored by the Cultural and Creative Industries Development Agency (CCIDA), the initiative aims to support digital ad start-ups by giving them real-world campaign experience—while boosting exposure for emerging writers whose voices deserve to be heard.
Real Campaigns. Real Results.
Each of the 12 teams, composed of digital ad start-ups under five years old, was matched with a local writer who had debuted a published work in the last six years. Over three months, these teams crafted full-scale, bespoke digital campaigns for their partner authors—resulting in 13.6 million views and 1.33 million engagements across digital platforms.
In an era where audience attention is currency, these metrics highlight a significant achievement: independent start-ups, equipped with modest funding (HK$260,000 each), were able to deliver attention-grabbing, emotionally resonant campaigns that not only elevated books but inspired public engagement with the authors behind them.
Celebrating Creative Excellence
To recognize these achievements, the Digital Advertising Design (for Publishing) Awards Ceremony and Sharing Session was held with Mr. Alex So, Head (Multi-media) of CCIDA, as Guest of Honour. He was joined by Mr. Stanley Chow, Vice Chairman of AIM, and Mr. William So, Vice Chairman of the Hong Kong Publishing Federation, to present the awards.
Chow highlighted how the Support Scheme has matured into a “flagship cross-sector event” that fuels not just collaboration but innovation. “Each year, we’re impressed by the creativity on display,” he noted. “But this year’s campaigns were truly exceptional—both in concept and execution.”
The ceremony presented the Gold, Silver, and Bronze Awards based on professional jury evaluations, along with the “My Favourite Digital Advertising Design (for Publishing) Award,” which was determined by public vote from June 1–26.
Training, Mentorship, and Momentum
More than just a competition, the Support Scheme also delivers serious professional development. Teams attended training seminars and received mentorship from seasoned industry professionals. The end goal? To raise the creative and technical bar for Hong Kong’s next generation of digital advertisers.
And for authors, the value was just as tangible. Through this program, their books reached broader audiences—readers who may have otherwise missed out on fresh local literature.
On Display at Hong Kong Book Fair 2025
To bring these campaigns to the public, the Support Scheme has secured a dedicated booth at the Hong Kong Book Fair (July 16–22). Attendees can explore the work of all 12 teams and their corresponding publications, gaining a first-hand look at how creativity and digital tools can revitalize Hong Kong’s literary culture.
A Model Worth Watching
With a blueprint that simultaneously fosters entrepreneurship, supports the arts, and nurtures cross-sector collaboration, the Hong Kong Digital Advertising Start-ups X Publishing Scheme is more than a local initiative—it’s a replicable model for other regions looking to connect tech and culture in meaningful ways.
For now, Hong Kong’s hybrid of publishing and ad tech just proved that storytelling—when combined with strategy and support—can be both culturally rich and commercially impactful.
