2 0 0 9   N O V E M B E R  A D  S P E N D

According to the Nielsen adspend reports, all except two top 10 advertisers upped their adspend in Nov 2009 compared to
the same month a year ago. Uniliver’s raised almost by double, from 322 million baht to 630 million baht. Negative advertisers:
PTT and Beiersdorf.

Similarly all top 10 brands group except one increaed their media spending. 
Among the same group, Coke, AIS, Happy Mobile, Oil of Olay, Toyota cars, and Nivea increased their spending YTD while Pond’s,
Breeze,PTT and Toyota picks up decreased theirs.

As for media, TV, cinema, transit, and internet saw their share of ad revenue go up in YTD November this year, with Cinema and
Internet a whopping increase by  20 and 43% respectively.

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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.

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 per cent 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.

 S H A K E R S  n  M O V E R S 

Rob Graham, the Indochina regional CEO for Bates 141, has joined Virgin BEC-Tero Radio as its
Managing Director in Thailand

Zoe Popham moves on from InFocus Asia to take a position as Sales & Marketing Manager at Technicolor Films

Marketing and Advertising Thailand is brought to you by the Advertising Book, Thailand Advertising, Marketing,
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