Utilise content, ads via multiple platforms, marketers told

Two leading research and media agencies have found that Thai consumers are increasingly using multiple screens and suggest that marketers should utilise content and advertising via multi-platforms to build brand engagement with customers.  Mindshare, a major media agency, and Millward Brown – a research arm of WPP – jointly conducted a consumer behaviour survey during October 1 to 10, engaging with 300 respondents in Bangkok, Chiang Mai and Khon Kaen. 

 The firms captured consumer experience and attitudes towards online advertising from pre-roll ads and tie-in brand and marketing activities on the unbranded Facebook Fanpage.

 Rerngrith Jindaporn, Mindshare director for business planning, said the company had conducted the survey to check overall marketing activities and advertising recall from dynamic selected brands in a number of selected categories. 

 Respondents were asked to choose the most-recalled brands on their marketing and advertising activities, such as marketing campaigns, advertising and sale promotion – regardless of contact channels.

 Rengrith suggested that as multi-screen behaviour among consumers was now increasingly the norm, there was also an opportunity to utilise content and advertising in multiple screens.

 The survey results suggest that pre-roll ads seem to be “good at raising brand and ad awareness”, with almost 50 per cent of respondents agreeing with this statement. 

 Also, nearly 40 per cent of respondents felt this advertising format was accessible to them. However, only one-third would watch a pre-roll ad until the end and search for more information. 

 Digging further into the survey data, it was found that people in Khon Kaen and Chiang Mai provinces were more likely to stick with pre-roll ads through to the end, be aware of the brand and search for more information than their counterparts in Bangkok.

 Overall, more than half of them seemed to have a positive attitude when an unbranded fanpage was involved with brand campaign/advertising, especially for pages with symbols and cartoons.

 “We found that women gave a higher score in the top-2 box than men in all attitudinal statements. So, this may imply that this kind of advertising is more appropriate to brands targeting females, especially those aged 18 to 34,” said the director.