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M E D I A S C E N E
Media Trends
The partial liberalisation of the pay-TV market has had a strong impact on free-TV operators,
as viewers are increasingly shifting to the new media and cable and satellite TV channels, especially
after 10 pm on weekdays and during the daytime on the weekend. Industry insiders forecast that competition
in the TV industry would intensify next year, driven by satellite and cable TV, which have programmes that
serve different segments of viewers.
Currently, there are about 40 channels on cable and satellite TV produced by Thai content providers
and 300 pay-TV operators nationwide.
Greater integration of digital media with all the platforms of other advertising media is another trend
to watch this year. Consumer products will use TV commercials and its packaging with SMS to interact with
customers Many advertising agencies have begun to employ the combined power of traditional and digital
channels and digital media from the Internet to the mobile phone in advertising consumer products.
The advent of 3G wireless broadband technology will also make
mobile phone-based advertising grow faster. Not only mobile-phone operators but also marketers and
media agencies would have to adjust to what 3G technology could offer and its impacts on them, he said.
Mobile-phone users number about 50 million and Internet subscribers about 15 million
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2 0 1 0 M A Y A D S P E N D
Despite massive political crisis, Thailand May adspend was 10% higher than the same
period last year.
According to the Nielsen reports, all top 10 advertisers upped their media spending,
with Isuzu pickups raising their from 28 million baht in May 2009 to 115 million this year.
But YTD Jan-May this year,with 348 million baht, Isuzu pickups was only the No.2 top spender,
next to Happy Mobile, which spent 402 million baht/
YTD Jan- May all but top 10 brands increased their ad budgets. Besides the two brands above,
the group includes Toyota cars, Oil of Olay, Breeze laundry detergent, Pond’s,Sunsilk, Eucerin facial skin care.
AIS and Coke were the only two in the league to lower their adspend during this period.
As for media, TV, newspapers, cinema, transit, in-store and internet media saw their share of
ad revenue go up in YTD May this year, with radio and magazines still showing a downward trend.
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N E W M E D I A
Online ad expenditure to rise 20% in 2010
Local spending on online media is expected to rise by 20 per cent next year to about Bt2 billion,
according to Thomas Idea, a Thailand-based online strategic consulting agency.
CEO Uraiporn Cholsirirungskul said many ad agencies had revised their budgets to allow for
more expenditure on online activities.
"There is tremendous growth potential for online media advertising, which represents only 2 percent
of overall ad expenditure, estimated at about Bt90 billion this year," Uraiporn said, adding that in the US
for instance, total online media spending was as high as Bt200 billion a year.
"We have seen an increase in the use of digital marketing by business vendors such as application
development for corporate sites, online campaigns and mobile Internet. In addition, there is a shift in
consumer behaviour with people spending more time on social networking sites like Facebook, which
has more than 300 million members worldwide. Of the 15 million Internet users in Thailand, 2 million are
Facebook members," Uraiporn said.
She added that more and more local entrepreneurs were using online marketing strategies,
especially for consumer, entertainment and IT products.
Thomas Idea pointed out that 2010 would be a challenging year for Internet service providers owing
to rising competition from technological innovations. For instance, 3G and broadband Internet will become
a major factor in driving the online penetration rate.
Marketers have to catch up with the evolving trend of integrated media in order to create
digital marketing strategies that answer the needs of their businesses.
She also highlighted the key online strategies that marketers need to look forward to next year.
Social media continue to power people's communication and relations, especially via sites like
Facebook, Twitter and online blogs. For instance, Facebook users share more than 1 billion different
kinds of content a week. However, she said, it was crucial to facilitate the rising number of user-generated
content by implementing appropriate solutions and supportive functions.
Brands need to focus more on engaging the customer because online media gives potential buyers
longer access to products or service information than TV commercials. Moreover, it allows bi-directional
interaction with consumers, capturing their journey through the website. Campaign sites that successfully
create brand awareness should engage users for at least three to six minutes.
Uraiporn said each company's customer relationship management database required a complex design
strategy and integration. Scattered customer data and profiles must be centralised and integrated
to provide the best value to marketers. E-mail marketing maintains its power as a cost-effective tool to
reach consumers by creating a suitable strategy for efficient electronic direct mail (eDM).
This year, the number of e-mails sent to registered eDM members in the US and Canada
has reached 79 per cent, with permission marketing playing a substantial role in targeted marketing.
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