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Digital Media & Marketing
22│05│2015
01Thailand 2015
Outlook 02Thai consumer
& Digital Media 03How can brand
stay connected?
Thailand
2015 Outlook 01
Digital Economy หมายถึงเศรษฐกิจท่ีกิจกรรมทางเศรษฐกิจอาศยัเทคโนโลยีสารสนเทศหรือไอที (ซ่ึงมีอินเทอร์เน็ตเป็นหลกั) เป็นปัจจยัส าคญั
Digital media consumption included
with social network growth
significantly year on year
+ Infrastructure expansion; 4G
auction by 2015
+ Government support will rise the
digital trend in Thailand.
Digital Economy is “One of Thailand’s Agenda” for this Year…
http://www.internetlivestats.com/internet-users-by-country/
25% growth from Q1’14. The growth
is mostly driven from Digital TV
spend.
Internet spend also grows around
30%.
Internet figures supply from DAAT
looks far more promising.
Q1’15 Advertising Expenditure Review
Source : Nielsen Media Research
Total internet spend captured by DAAT
Source : DAAT
2014 Internet spend by industry
Source : DAAT
The communication sector is leading
the way in online advertising
spending, followed by Motor
Vehicles. Beauty categories; Skin
care and Hair preparations, are the
leading FMCG categories placed on
3rd and 5th place. Banks come at 4th
spot.
2014 Fastest growing industries
The highest spending sectors are also the sectors that increased the most in absolute spending. The increase from Oil & Lubricants is
striking as it comes from a very low base level in 2013. In the ranking of growth by percentage Oil & Lubricants is followed by other
categories that came from a very low base level.
Source : DAAT
2015 Forecast spending by industry
Source : DAAT
Planned spending for 2015 shows a
similar ranking to 2014. Real Estate
is an exception, dropping out of the
top 15 with spending decreasing
from 173 to 116 Million Baht.
Online displays is still the largest
discipline in 2014, but it is less
dominant then before. Facebook and
Video advertising have grown in
2014. Facebook in particular saw
strong growth in share of spending.
Shares are expected to stabilize in
2015.
Spending by Discipline
Source : DAAT
Building brand awareness and
engagement are the top objectives of
digital advertising, more than directly
sales related objectives.
From Agency’s perspective
Source : DAAT
Digital marketing has
transformed from
‘Communication tool’ to serve
as ‘Distribution channel’.
Digital communication is not
cheap! and creativity is not the
only factor of a successful
online campaign”
Key insights
Thai consumer &
Digital media02
Thailand Population Outlook
49%
51%
13%
18% 18% 19%
16% 16%
4%
38%
21%
25%
12%
15%
22%
63%
1%
10%
6%
55%
13%
8%
2%
5%
18%
35%
47%
SE
X [
MA
LE
]
SE
X [
FE
MA
LE
]
AG
E [
12
-19
]
AG
E [
20
-29
]
AG
E [
30
-39
]
AG
E [
40
-49
]
AG
E [
50
-59
]
AG
E [
60
+]
ED
UC
ATIO
N [
NO
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ED
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ELE
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]
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ED
UC
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ED
UC
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UN
IVE
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ITY
OR
HIG
HE
R]
RE
GIO
N [
GR
EA
TE
R B
AN
GK
OK
]
RE
GIO
N [
UP
CO
UN
TR
Y U
RB
AN
]
RE
GIO
N [
UP
CO
UN
TR
Y R
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AL]
OC
CU
PA
TIO
N [
PR
OF
/E
XE
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OC
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BU
SI/
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.]
OC
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PA
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N [
CLE
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R.]
OC
CU
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BLU
E C
OLLA
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OC
CU
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N [
STU
DE
NT]
OC
CU
PA
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HO
US
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IFE
]
OC
CU
PA
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UN
EM
PLO
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D]
OC
CU
PA
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N [
RE
TIR
ED
]
INC
OM
E G
RO
UP
[U
PP
ER
]
INC
OM
E G
RO
UP
[M
IDD
LE
]
INC
OM
E G
RO
UP
[LO
WE
R]
Working age and get closer
to aging population country
Improve of
educated people.
Blue collar as
agriculture live
in Upcountry
Rural.
4140
20 40 60 80 100
TV YESTERDAY
RADIO YESTERDAY
CINEMA ATTENDERS
INTERNET YESTERDAY
OUT OF HOME YESTERDAY
NEWSPAPER ALL DAILY
MAGAZINE MONTHLY
TRUE VISIONS YESTERDAY
CAB/SAT YESTERDAY
UPC Rural UPC Urban GBKK
48
30
20406080100
TV YESTERDAY
RADIO YESTERDAY
CINEMA ATTENDERS
INTERNET YESTERDAY
OUT OF HOME YESTERDAY
NEWSPAPER ALL DAILY
MAGAZINE MONTHLY
TRUE VISIONS YESTERDAY
CAB/SAT YESTERDAY
Lower Middle Upper
Thailand media consumption
Source : Nielsen Media Research Thailand CMV 2014-4 (Oct13-Sep14)
Media Consumption Habits
• Thailand internet penetration is
slightly under average but we
expect to see growth in 2015
Internet penetration
• However, for those who are
internet user they spend time
significantly higher than global
average
• Access internet via mobile rate is
also higher than average
Internet time spent
While internet usage is below the
average social media is 20% above
the average
Social Media in Thailand
• 37% of Thai people are active
internet user but 49% is active on
social network
• Thai people has average 1.5
mobile account while 43% of them
are active on mobile social
network
Thailand digital population
• Internet user has no growth since
Jan’14 however, there is 33%
increase in number of social
media accounts.
• Due to the launched of 4G,
number of mobile social media
user was skyrocketed.
Significantly grow in social media
• Smartphone became main
device to access to internet for
Thai people
Internet accessing behavior changed among Thai people
of total internet users access internet
with smartphone only36%
Source: Google – consumer Barometer
Smartphone connect them with other as well as entertainment platforms
Source: Google – consumer Barometer
of smartphone user use their device
for social networking
51%
43%Use smartphone as
music player
39%Play game on smartphone
You are watching TV or TV is watching you?
Source: Google – consumer Barometer
• Mobile endorse multi-tasking
behavior that cause lower
attention
• Multi screen planning is now
necessary
of smartphone owner use their phone
while they are watching TV75%
Multi-Screen Trend
Thailand Multi-Screen Users 436 mins. of screen media per day above Global average 417 mins. 47% of
Thailand Multi-Screen use TV and digital devices simultaneously.
Smartphone 167 mins
Tablet 95 mins
Mins of media time daily
Laptop 96 mins
TV 78 mins
Skewed toward older demographic; due to
the larger screen.
Skewed toward older male
demographic.
http://www.bangkokpost.com/business/marketing/409261/brands-told-of-multi-screen-approach
Millward Brown’s 2014 AdReaction report
New Platform of Advertising, New Trend and New
Technologies
Multi-Screen behavior drive online
VDO to reach more mass.
The rising of Mobile always-on and real-time connect
to consumer and social every where and every time.
Social Media still Grow
Source : US Census Bureau, wearesocial.sg
Top 2 Social in Thailand
• Facebook User : over 28
Millions
• Line Account : over 25
Millions
Instagram User : 1.7 Millions in 2014, growth
20% from 2013. However, active only 50%. The
less are assumed as inactive account or just
follow to see other activities.
http://www.techinasia.com/thailand-continues-instagram-love-affair-reaches-15-million-users-infographic/
Fast moving
trend – Game!
From urban behavior extended to
agricultural product.
Success case from a farmer selling
Riceberry through Facebook.
E-Commercial to Social-Commerce
http://www.socialbakers.com/resources/reports/regional/thailand/2014/november/
New Platform of Advertising, New Trend and New
Technologies
“Phygital” The integration of
physical and digital to experience
consumer.
How can brand stay
connected?03
Watch out for the trends
So brands can keep with the
consumers.
Choose the right connection to
fit with your objective
So brands can maximize the
investment and make sure the
right KPIs are set.
Right connection has to have the
right content
So brand can make sure the
content would not be ignored.
3 Key things to keep in mind
Healthy = Good AppearanceAnd Show off…
Health brands and products get closer to
consumer life via digital platform linked
to their products.
Consumer not only concern their health
but also show to the world.
Health Activities are blended into digital and social network…
“CYBERCHONDRIACS”
Definitions of cyberchondriac
noun
a person who compulsively searches
the Internet for information on real or
imagined symptoms of illness.
“Consumers are increasingly using
“Dr Google” not just to read up on
certain conditions but also to self-
diagnose. This is understandable for
a computer-literate population going
online more and more for everything
from shopping to looking for love.
NHS Choices, the UK Government’s
health website, saw visitors jump by
40% in the last year.”
Top 10 Global Consumer Trends For 2015
Wired and Well: Connected Health
© EUROMONITOR INTERNATIONAL
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Even global carbonated drink brands;
Coke and Pepsi keep themselves into
the nature trend.
Organic Trend Rising among Urban People
Bombard with Local Beauty Products with no fear…
We no longer choose to buy media in
popular channels but more about
where our targets are…
The way we buy media changed
Channel centric Consumer centric
First and Only DMP that creates proprietary and anonymous audience segments in real-time
and then actions them across premium inventory along all digital channels.
We can reach our target in real-time
Data In AnalyzedDataReal
TimeXaxis
Turbine
Key Benefits
Accurate
Audience
Targeting
Premium Media
Access at Scale
In Depth
Analytics &
Insight
Reduce waste &
increase
performance
Cost efficient
quality reach
FOC Game
Changing
Research
DMP with
exclusive Xaxis
Audience Data
Strong trading &
frequency
capping tech
Analytics DMP,
cross plan data &
expert Analysts
1211 13
Proposition
How
Benefit
It’s about contents that
Engage
and
relevant
Facebook changed on organic reach among promotional messages…
https://newsroom.fb.com/news/2014/11/news-feed-fyi-reducing-overly-promotional-page-posts-in-news-feed/
• Promotional pieces of content =
• strong calls to action that directly download, purchase or click, buy now, discount xx%, etc.
• Facebook is doing this for a few reasons:
• To create the best user experience possible by showing you the most relevant content your community wants to see in their News Feed.
• To reward brands who create valuable content for the community.
• To aid Pages with the increase in News Feed competition. According to a recent public Q&A with Zuckerburg, as the number of Pages on Facebook continues to increase, the amount of content available for the News Feed also increases, thus creating more competition for your Page to be seen by your fans.
http://www.splashmedia.com/resources/blog/2014/11/14/facebook-reduces-overly-promotional-posts/
Google dominates search in Thailand market
Source : truehits.net
98%0.9% The Rest
1.1%
Search marketing for Pharmacy
industry
There is the restriction for Search Engine Marketing (SEM) on pharmacy industry, then consumer search for information via brand /
community site. Brand should optimize the website to be friendly with Google via Search Engine Optimization (SEO)
Consumer have great number of contents to select or to ignore…
Emerge of content websites and social communities..
Fast moving; easily being popular and quickly die…
“Ridiculous”, “Entertainment” Contents draw attention
Consumer : The Real InfluencerSource of Information both Positive and Negative…
Being the same tribe; saying the same language…
Here is the new brand presenter; Facebook Admin!!!
• Thai people are willing to
share the story that related
to them
Consumers like to share their story
Content – 2nd / 3rd Screens will be more
implemented…
First run in the first screen then
feed to 2nd and 3rd screen. Director cut or extensive cut to draw
more attention/give more info
.. And can be allowed for
interaction…
Only connecting with consumer is not
enough; the right contents to draw
attention is important to engage
them.
It’s about how to make your
messages stand out from tons of
contents and draw consumer
attention.
It’s about connecting to consumer
with the right channels mixed those
can draw consumer attention.
Content + Connections
Engagement
EmotionalTouch
Attractive And draw attention
Convenient To access to the content
RelevantEngage and
