Advertisers encounter new challenge in face of changing rural environment

Mindshare Thailand, a leading marketing and media network, along with Kinetic Worldwide (Thailand), a top out-of-home (OOH) media agency, conducted a GPS survey to observe consumer behaviour in 11 provinces outside Bangkok. The project aims to provide a clear understanding of consumers in relation with OOH media in upcountry urban areas. 

Rerngrith Jindaporn, business planning director at Mindshare, said upcountry consumers were likely to spend more time out of their homes and their lifestyle was becoming more urbanised. 

The study showed that rural teenagers tended to follow the lifestyle of their peers in the capital. For instance, in Si Sa Ket, teenagers choose to hang out at cinemas and karaoke kiosks. 

However, with this change in lifestyle, the OOH media has become more popular among advertisers, though the biggest challenge is using this most effectively in a changing environment. 

Underlining this point, Wannee Wiriyakijphaiboon, accounts director at Kinetic Worldwide (Thailand), said: “Marketers should not ignore the need to update the movement of local media and understand local consumers. As of future trends, these people tend to work, live and build a family in their hometowns rather than moving to the capital. This should help direct the marketers so they can plan the OOH media right on target.”