2011
trends Thai Consumers and Media Landscape
2011
• How is the fabric of Thai
society changing•How do they feel about things
• How is the media landscape adapting
•What next looks like
Cover
2011
Faces of Thailand
2011
Demographics Are Changing,So Are Attitudes
Source: Office of National Economic and Social Development Board
1980 2000 2010 2020
2011
Our eyes on…the 3 key generations
and changes
2011
‘Booming Boomers’
of Thai
Population are in their
50+
1/4Source: Manger 360 Weekly, Jan 24-30, 2011
2011
Longer lifespan More to adapt
2011
They are adapting to “new technology”
Source: Manger 360 Weekly, Jan 24-30, 2011
Y2005 Y2010
13% 25%21% 29%36% 58%
2011
Y2008
Y2010
15.3%
16.3%
Source: Video Research International on Viewership in Prachachart Business, Jan 31- Feb 2, 2011
TV does not get old!
2011
…80% don’t think ads wasted their time
Source: NMR MEDIA INDEX 10, A 50-64 NA (10,632,000) & A 50-64 UM BU (2,286,000)
2011
‘Invest on Me’ generation
2011
Children Turn into Important Assets
Y1990
Y2030
15.95 mil (29.23%)
9.54 mil (13.5%)
Source: Office of National Economic and Social Development Board 2010
2011
Due to the declining trend of children, they will be a center of attention of the family
1mouth
6 wallets+
2011
Need high value gift to please them
ABAC Poll, Matichon Online, 1 Jan 2011
Most wanted gift for 2011#1 Computer, Internet, iPad, iPod#2 Mobile Phone#3 Scholarship
2011
Life is about connectedness via technology and gadgets
Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)
Bangkok teenagers are ranked # 1 in Asia Pacific in terms of …
own & use mobile phone longest chat time over mobile phone
highest no. of online friends own desktop/laptop
2011
Born to be
wired• Activities online
• 56% listen to music• 51% information search• 49% game online
(APAC average: 51%, 47%, 21%)
• 49% own desktop/laptop
Spend 1.45 hrs per day onlineIMS, Nielsen Q2 2009 Vs 2010 (A 12-24 NW)
Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)
2011friends on Social Network (APAC average: 140)
FriendShip. FriendShift!!!
Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)
211
2011
• 72% of age 8-24 own a mobile phone (APAC average: 64%)• 30% of age 8-14 own a mobile phone• Spend 1.07 hrs talk over their mobile (APAC average: 49mins)• Use functions more than APAC average
• 67% listen to music• 65% take photo• 32% video recorder
(APAC average: 51%, 47%, 21%)
Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)
can’t live without mobile phone1/4
Third screen as theLife Line
2011
Young professionals
, making it all possible
2011
Mass Comm/ E
nt'ment
Fash
ion
Art/Desig
nMktng
Biz Admin
Politicia
n/ Govt
officer0
5
10
15
20
25
3026
2319 18
14 14
95
128
12 13
BangkokUpcountry
New &Popular
Lifestyle Career%
Source: Krungthepturakij Supplement, November 2010
2011
Reflection of
Urban society
Money 73%Modernity 51%Convenience 39%
Source: Krungthepturakij Supplement, November 2010
2011
Workforce Baht rich but time poor
2011
Self Pampering
0.8mil – as approx. no.of Spa visit* (Siam Turakij, 25 Aug 2007)
12Billion – annual investment on fitness and spa* (Manager, 2 Sep 2010)
*Figure includes male population
2011Source: manager.co.th, 28 Sep 2010
2.7 Mil Thais travelled overseas in the first half of 2010
China & S.Korea +30%Europe +27%
2011
“Lipstick Effect” continues
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
Average China India Australia Thailand Japan S.Korea
24% 22%29%
10%
30%
43%37%
45%50%
36%
46% 44%
I like to indulge in “small treats” regardless of my financial situation
2009 2010
Consumers have learned to enjoy small indulgences during the downturn. The “lipstick effect” continues, even though economic optimism has increased
The importance of small treats
2011
Shopping 2010
2009
Going out to eat 2010
2009
Going to concerts/live theater/sporting events 2010
2009
35%10%
30%9%
28%10%
23%11%
18%7%
16%7%
Things I am doing more in 2010 than 2009 - APAC
Consumers are slowly de-cocooning
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
2011
Current Social Trends
2011
ModernDigital Lifestyle
Internet Penetration: 34.7% (22.9 Million)
Internet through mobile phone 18 Million
Mobile Penetration: 69 Million (Population 66 Million)
Smartphone Penetration: 10.5%
iPads since its first launch 100K units est. (by 2011)
2011
SMARTPHONE
Function ’n Fashion!
SMART ONE
2011
Smartphone penetration is increasing!
Smartphone sales are growing with the launch of more affordable devices such as the Samsung Candy and LG Pop ranges. The average cost of Smartphone is expected to drop to 12,500Bht down from 15,000Bht in 2009 and 20,000Bht in 2008
2011
MOBILE and ONLINE
MOBILE & ONLINE: THE PHONE I CAN AFFORDMobiles are an even more cherished personal accessory worldwide, with many emerging market consumers going to great lengths to own a mobile with the features they 'need'. Consumers are using mobiles that connect to the internet to engage in 'outdoor cocooning' and using Apps to personalize their mobiles.
2011
&Shoot
ShareNumber of photos on Facebook is exploding
2011
Older users upload as much as
younger users, but they are tagged less
2011
Women feel more confident & powerful in the workplace
Thailand boasts the greatest percentage of women in senior managementAcross the world, Thailand boasts the greatest percentage of women in senior management (45%), followed by Georgia (40%), Russia (36%), Hong Kong and the Philippines (both 35%).
Source: Grant Thornton International Business Report (IBR), 2011
2011
…Thais are waiting longer to get married
1970 1980 1990 200020
25
30
24.4 24.725.6
27.1
22 22.723.5 24
Age
Source: nso.go.th, 2000
2011
63%
37% 33%18% 12%
Reasons of does not wish to have a child
do not want to have kid
Source: Krungthemturakij Supplement, November 2010
32%
2011
You + Me = ?Shrinking HH
sizeNumber of members in HH
1990 5.0 2000 3.7
Source: NMR Media Index
2010
3.0
2011
…growing DINKs segment
Source: Euromonitor Consumer Lifestyle Thailand
2011
…DINKs will be 22.5%of total HH
in 2015
2 persons in HH
200717.4%
1995 15.0%
Source: Euromonitor Consumer Lifestyle Thailand
2011
divorce rates are on the rise
No. of divorced couples (‘000) 109
Y200891Y200571
Y2000
Source: Department of Provincial Administration
5.6mil persons is the expected number of widowed female in 2020
(positioning, Jun 2010)
2011
more small households
means smaller houses in demand
2011
growing demand for smaller units
Cumulative Condominium Units Sold in BKK
24,260
13,154
347H1’03 H1’07 H4’09
Source: Raimond Land Condominium Focus
2011
Especially in the mid-low segment
Price of Units Sold in House & Condo Show 2010
76%<3 MB24% 3+ MB
Source : Post Today “House & condo show”
2011
trends How do they feel about things
2011
Top Five Concerns of Thai Consumer in 2010
2) Health, 64%
3) Personal Safety, 59%
4) Consumer’s own financial status, 57%
5) Weight, 50%
1) Global warming & environment , 74%
Source: TNS Survey 2010
2011
102
Overall, Thai consumers in 2010 were still skeptical!
2011
Learning more about Thais from…
“Navigating Challenges” is our ongoing research identifying the impact of economic factors on consumers globally, regionally and in Thailand
We cover a huge range of topics from altered spending levels to contemporary purchase drivers, favored media usage to changing priorities. The research covers both quantitative and qualitative methodologies
WAVE 3
2011
Q. How has the current state of your country’s economy affected the way you spend your money?
Attitudes towards spending in 2011 more positive in Brazil, China and India...Thailand not so
AVERAGE
Argenti
na
Austra
liaBraz
ilChin
a
France
German
yInd
iaJa
pan
Mexico
Russia
S.Kore
aSpa
in
Thaila
nd UKUSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3 2 19 11
1 110
0 2 2 4 0 3 3 2
12 136
31 24
3 8
33
56 9
14
38
154
32 2953
35
24
34
60
35
27 17
26
27
21
25
38
26
3431
32
18
29
38
18
19
37 46
4743
41
52
29
34
1924
9 8 1324
133
32 29
16 12
34
13 14
34
I spend money much more freely now than I typically wouldI spend money somewhat more freely now than I typically wouldI have not changed the way I spend moneyI spend money somewhat more cautiously now than I typically wouldI spend money much more cautiously now than I typically would
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
2011
Compared to an average, Thais are still in “Price sensitive” modeQ. “When shopping, I look at prices more than I used to”
AVERAGE
Argentina
Australia Braz
ilChina
France
German
yIndia
Japan
Mexico
Russia
S.Korea Sp
ain
Thaila
nd UKUSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6 7 1121
81 2
18
0 3 3 4 1 5 6 2
1927
5832
24
2
18
33
7
1911 11
9 614
9
35
28
23
31
32
44
55
34
39
23 43 39
3222
42
37
25 23
8
12
26
35
15
12
32 27
28 33
2755
26
27
15 154
1118
93
24 2817 15
31
14 12
24
I expect to spend money much more freely than I do nowI expect to spend money somewhat more freely than I do nowI don’t expect to change the way I spend nowI expect to spend somewhat more cautiously than I now doI expect to spend much more cautiously than I do now
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
2011
Markets hit hardest by recession are now attuned to buying sale items --- Almost 70% of Thais agreed they buy items on sales
Q. “Nowadays, I buy things on sale…”(1=Always, 7=Never)
AVERAGE
Argentina
Australia Braz
ilChina
France
German
yIndia
Japan
Mexico
Russia
S.Korea Sp
ain
Thaila
nd UKUSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
3732
41 42 4034
61
23
39 39
12
2532
46
29
61
28
29
34 30
2136
22
24
29 25
17
39
35
32
29
16
2328
2322
26
24
12
31
18 28
27
24
2816
32
3
6 83
3
8
3 4
12
8
5
13
8
5 532 1 2
41 1
7 41
18
11 3 2 4 2
15
1+2 3 4 5 6 7-Never
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
2011
Bulk buying is an emerging approach to get a good deal among Thais to cope with the recessionQ. “Nowadays, I buy products in bulk…”(1=Always, 7=Never)
AVERAGE
Argenti
na
Austra
liaBraz
ilChin
a
France
German
yInd
iaJa
pan
Mexico
Russia
S.Kore
aSpa
in
Thaila
nd UKUSA
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1712
18
6
28
8 9
19 21 1824
510
3325
15
20
17
25
12
27
18 18
1824
18
20
21 14
30
20
20
24
22
21
19
24
16
27
24
26
23
25
2432
15
25
31
18
20
16
16
11
19
2316
22
2313
19
23
15
15
15
1219
18
21
5
16
15 12
5
1411
15
10
67
10
10 114
26
6
22
8 103 4
917
112
6 9
1+2 3 4 5 6 7-Never
Source: Omnicom Media Group Evolution of the Consumer, Dec 2010
2011
Aspirations for luxury brands in emerging markets have overtaken those in established markets
Q. Which of the following would you buy more of, either for yourself or your family, if you were wealthier than you are today? Designer clothes-accessories
Pola
nd
Hung
ary
Irela
nd
Fran
ce
Russ
ia
Spai
n
Swed
en
Italy
Denm
ark
Czec
h Re
p
Neth
erla
nds
Germ
any
Braz
il
Indi
a
Chin
a
Arge
ntina
Aust
ralia
Sout
h Ko
rea
USA
Japa
n0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
40% 37%
37% 34%
34% 31% 26% 23%
23% 21%
20% 18%
57% 54%
48% 45%
29%
28% 25%
16%
Source: nVision 2010
2011
65% of Thais are still somewhat cautious about
how to spend
2011
Category open to a high degree of compromise
Brand Name FashionThe compromise is to opt outcompletely and make do with whatthey already have
Travel• High attractiveness of alternatives• Short term nature
Entertainment• High attractiveness of alternatives• Short term nature
Groceries• Low value• Less emotional attachment
Source: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)
2011
Technology is the category less open to compromise
• Long term purchase - drives the need for it to be up to date now.
• Risk of change is high - a poor choice in long term.
• Highly techno-centric - a compromise will be out of date as soon as it’s bought.
• High emotional attachment to the category - product is a reflection of the individual
• Sense of status… “I’m still stable and is unaffected by the recession”
Source: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)
2011
trends How is the media landscape adapting
2011
As private consumption increases media expenditure rises…
101 Billion Baht
Source : NMR AdQuest (Jan-Dec10)
2011
Dramatic growth last year and 90% still came from traditional media, especially TV. It means only 10% came from new media
Demand for mass media stronger than ever
2011
Inflation pressure
2011
TV Media Expenditure 2010 vs. 2009
Source: AGB Nielsen, Fusion (Excluded Classified & House Ad)
Highest record growth in the past 5 years hitting over …
60 Billion Baht Double-digit growth every month
2011
A thirsty nation!
Non-alcoholic beverages took the first place with expenditure hitting 7.6 billion or 30% growth
2011
Congested TV ad demand
#mins#minsMins advertised by month Mins advertised by quarter
Source: AGB Arianna : All individual 4+
32,000
34,000
36,000
38,000
40,00039,373
Q1/09 Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/2010100,000
105,000
110,000
115,000
120,000
117,264
2011
‘Allocation System’ : Peak time inventory under ‘quota’
Government ownershipStations are restricted to 240 mins/day
Content Producers lease airtime for program production and sell to OMD
TV Market Duopoly
Breathing life into TV duopoly
2011
Station Performance
Source: AGB Arianna : All individual 4+
TVR TVR
TVR TVR
Adul
ts 4
+ N
ation
wid
eAd
ults
4+
Bkk/
Ur
WEEKDAY WEEKEND
2011
The Drama Queen Channel 720
1020
09
Adults 15+ Nationwide Adults 15+ Bkk/Ur
The highest rating program of 2010 was Sao Chai Hi Tech of Channel 7 with 16.6 rating points.
2011
The Drama Queen Channel 720
1020
09
Adults 15+ Nationwide Adults 15+ Bkk/Ur
2011
Thai Drama – Fighting over ratings
Source: AGB Arianna : All individual 4+
TVR
01/01/201017/02/201005/04/201022/05/201009/07/201025/08/201011/10/201027/11/20100
5
10
15
20
25
01/01/201017/02/201005/04/201022/05/201009/07/201025/08/201011/10/201027/11/2010
Adults 4+ Nationwide Adults 4+ Bkk/Ur
CH7
CH7
CH3
CH3
2011
Look at TV from a different angle
201104
0005
1506
3007
4509
0010
1511
3012
4514
0015
1516
3017
4519
0020
1521
3022
4500
0001
1502
3003
450
5
10
15
20
25
30
35
20102009
0400
0515
0630
0745
0900
1015
1130
1245
1400
1515
1630
1745
1900
2015
2130
2245
0000
0115
0230
0345
0
5
10
15
20
25
30
35
20102009
Free to air viewers, esp. daytime are disappearing over years…
All Channel Quarter Hour (Jan-Sep) All 4+, Nationwide
Weekday Weekend
Time
Source: AGB Arianna : All individual 4+
Rating Rating
2011
More daytime viewers
Local cab/sat and day time viewing
From other screen angle
2011
TNN24 stretches its wings on October 16
From #1 channel on True Visions to cover 12.3 mil household
nationwide
2011
More ad spend will go to Satellite
Post Today, 7 Feb 2011, p. B1
Year #Household(Million)
%Household Coverage
2008 3 6%
2010 10 50%
2012 18 90%
Year Ad Spend on Satellite TV
(Million)
%Ad Spend compared to
TV
2010 1,200 2%
2011 3,000 5%
2012 6,000 10%
Ad budget goes to satellite TV
Satellite installment
2011
Options other than Free TV3.5 Mil Households~14 Mil viewers
C Band
Cable 2.5 Mil Households~10 Mil viewers
2.1 Mil Households~7.5 Mil viewers(was 0.5 Mil Households in 2005)
True Visions
KU Band1 Mil Households~4 Mil viewers
True Visions (May 2010), GMMB (Feb 2010)
Based on Adults 12+ Nationwide
21.5 mil also subscribed other TV format
12.7mil satellite
4.9mil local cable
3.9mil True VisionsNielsen, IMS (Sep 2010)
2011
…What else is good in other channels (30%)
Channels perspective!
2011
Managing your ROI
Prime Non-prime Prime Non-prime Prime Non-prime Prime Non-prime3 5 7 9
263
,100
153
,950
197
,912
135
,619
370
,000
151
,901
220
,000
139
,357
309
,920
159
,204
218
,684
147
,767
420
,000
161
,967
243
,200
146
,000
2010 2011
+18%
+3%+10%
+9%
+14%
+7%+5%
+11%
Source: OMD Buying Intelligence
2011
Newspaper Readership
Source: NMR Media Index (Sep 2008 Vs 2010)
Consumers find new ways to get content
decliningReadership is
2011
SMS news subscribers has grown year on year
2009
2008 3.0m
2007 2.0m
2010 4.2m 3.7m
Source : IMS
2011
Over 2.0 mil Thais read newspaper online yesterday
Source: NMR Media Index (Sep 2010)
1.1 Mil persons
0.7 Mil persons
0.2 Mil persons
2011
as NEWS becomes personalized
Source : www.businessinsider.com
2011
News is not dying
-Nick Bilton, NY Times technologist-
Source : O‟Reilly Emerging Technology conference San Jose, California Mar 2009
“ …paper is dying, but it’s just a device. Replacing it
with pixels is a better experience”
2011
Being innovative will help save the day
The first 3D newspaper‘Bangkok Post’ and ‘Post Today’ had an innovative way to celebrate their 64th anniversary on August 6, 2010
Integration across different platforms
2011
Can an on-line read this?
2011
The 3-inch or 4-inch smart-phone screen will not provide the reading experience that tablet can. That’s why tablet can make it and it will remain among the hottest IT items in 2011. The tablet will make E-Book/ Digital Magazine more enjoyable.
Migration to
e-reading
2011
iPad on pace to become one of the most popular mobile devices in history
Interesting Fact: Most users are 30-54 age range (peaking in the 35-44 age group)
Males outnumber females 2:1 (among current iPad users on Yahoo’s network)
Source : Morgan Stanley Analyst
2011Nielsen Media Index, 2010 and Radio Advisor
102.5 Gets Diva68,000 listeners 94.0 Gai Kui Tui Kia
56,000 listeners
94.0 Chae Tae Chao86,000 listeners
Radio doesn’t mean only
“Music” any more!
…Emerging of popularity on ‘Gossip content’
48% Music Popular THEN2006
40% Music
Popular NOW2010
2011
Higher MOBILITY
on the rise
2009 5.7 Billion2010 6.1 Billion
2009 1.8 Bill.Bht2010 2.3 Bill.Bht + 28%Transit
2009 4.0 Bill.Bht2010 3.8 Bill.Bht - 3%Non-Transit
AGB Nielsen, Fusion (Excluded Classified & House Ad) – Outdoor & Transit Media Spending 2010
OOH
2011
Movement
57%
Non-movement
43%
Some Transit media do not move
AGB Nielsen, Fusion (Excluded Classified & House Ad) – Transit Media Spending 2010
2011
DIGITAL integration
More Flexibility
Digital Billboard Fly over at Expressway
Allowing Experience
Sunsilk Salon @ Central World
EXCITE to drive Non-Transit
2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)
Thai movie goers still show
interest?
Remark: Number of movie goers watch movie past week (‘000 persons)
2008 2009 2010
660807895
340/275/280
262/356/190
217/307/135
2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)
Thai movie goers still show
interest?
Remark: Number of movie goers watch movie past month (mil persons)
2.292.37
2.59
2008 2009 2010
2011OMD Buying Intelligence, 2006-2010
2006 2008 2010
405375 392
284259
309Ban
gkok
Upc
ount
ry
Demand boosted in Upcountry
Changing Number of Outlet
2011
2009: 10 movies
number of 3D movies 2008-2010
2010: 24 movies
2008: 3 movies
Coming Attraction
3D
2011Digital Highlight
2011
Key Statistics:
Total Population: 67.7 Million
Internet Population: 22.9 Million
Internet Penetration: 34%
Mobile Penetration: 104.5%
Source: ADMA Digital Marketing Yearbook 2010, Effective Measure Dec 2010
2011
Broadband Subscribers:1.9 Million
2011Source: http://socialcommercetoday.com/wp-content/uploads/2010/12/MegaTrendsWordle.png
2011
Growth of Internet Users In Thailand
2002
2011
6,200,000
22,900,000
2004 8,500,000
2006
2008 14,900,000
10,700,000
34% Penetration
Rate
Source: Effective Measure
2011
35.9% Access the Internet via Mobile
15 - 17
18 - 20
21 - 24
25 - 30
31 - 34
35 - 40
41 - 44
45 - 50
51 - 54
55 - 60
>60 -
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Thailand Internet Audience Effective Measure Dec 2010
Total
Source: Effective Measure
2011
Explosive Growth of Mobile Search
2011
Tremendous Growth of Mobile Internet Browsing in Thailand
Source: Google
2011Source: Google
2011Source: Google
2011Source: Google
2011
Today, Thais surf over 600 websites a month per person
2011
People Trust Their Social Network Contacts
2011
Facebook 2010 in Review
*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/
2011*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/
Facebook 2010 in Review
2011
Facebook as of Jan 24th, 2011
2011
Facebook as of Feb 6th, 2011
2011
Facebook as of Feb 23rd, 2011
2011
Facebook as of Mar 9th, 2011
North America32%
Europe30%
Asia23%
South America
10%
Africa4%
Australia & Oceania2%
Facebook Continents
2011
Facebook Thailand – 7.8M Users on Feb. 6th
2011
Facebook Thailand – 8.3 M Users on Feb. 23rd
2011
Facebook Thailand – 8.42 M Users on Mar. 9th
2011
2011
Thailand Makes the Foursquare Top Check-ins List
2011
From Social Media To Social Commerce
2011
Social Commerce – The Buzz Word in 2010
Source: http://mediatransparent.com/wp-content/uploads/2010/12/Screen-shot-2010-12-21-at-12.54.46-PM.png
2011
Deal-of-the-Day / Flash Sales emerge in TH 2010
May
August
October
November
December
• Ensogo Launches in May
• Offer.us launches and disappears
• Sanook Coupon Launches in Aug
• Deal Didi Launches in Octoer
• TikTokThai launches in November
• Launches in December:• U2Deal• DealThailand• DoongChuayDai• BonBonDeals• Coucafe
• In Development:• JaJoop• Dealsdee
2011
From These Companies…The numbers are by no means exhaustive or fully accurate. These are estimations based on numbers reported from each sites Past Deals Statistics.
198Past Deals Reported
26,000,000Baht in Transactions
60%The Average Discount Per Deal57,000+Vouchers Sold
123,000,000Baht Saved by Consumers80%Est. Mkt Share of Ensogo.com
2011
Going Social with your brand – Social Business
2011
2011
2011
2011
trends What next looks like
2011
Trends Shaping Our Future
Redefinition of measurement and analytic – new media currency
Digital is impacting consumers across all generations – social connections are leading the evolution
Mobile internet usage is sky-rocketing
e-Commerce has finally arrived in Thailand
Media owner business model > content distribution across multiple platforms
2011
2011
Digital and technology is a force for Thai’s
modern Lifestyle
Digital is impacting consumers across all generations – social connections are leading the evolution
2011
Mobiles are the most cherished personal media device / accessory for Thais (OMD Young Millennial Research).
Despite belt-tightening in other consumables they go to great lengths to own a mobile with the features they 'need'.
Consumers are using mobiles that connect to the internet to engage in 'outdoor cocooning‘.
Apps personalize this ecosystem.
Fueling the boom in mobile internet usage
2011
Media owners seek ways to monetize branded and consumer generated content
Content is
KING
2011
Content distribution across screen formats/ platforms opens more of the doors on subscription / transactional revenue
Platform Integration is
Queen
2011
Still the first but not the last screen
Heavy increases in demand for TV spot advertising plus Govt. restriction on the daily sale of airtime places pressure on the value of traditional TV
2011
Connected platform thinking, joined-up execution: Traditional and Digital
2011
About OMD
OMD has been awarded AdWeek’s Global Agency of the Year 2008 and 2009
OMD Worldwide, www.omd.com, is one of the largest and most innovative media marketing specialists in the world, serving many of the most successful and well-known brands, with more than 140 offices in 80 countries. OMD is recognized for its global imprint, strategic integration and creativity; being named Most Creative Agency in the World by the Gunn Report for the past five years. OMD is distinguished as the most awarded agency being recognized by AdAge, Campaign and Adweek for both 2008 and 2009. The agency network is a unit of Omnicom Group, Inc.
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