Ads need to 'grab near-instant attention'
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GOOD STORY-telling and creative advertising campaigns should be maintained along with a multi-screen strategy in the battle to grab audience attention in a fast-moving market where consumers also generate their own content, a forum heard yesterday. The se
The event was part of the introduction to the “12th Adman Awards and Symposium 2015”, which will be held on October 7 under the “Prove Them Wrong” theme.
Trong Tantivejakul, chief creative officer of Y&R Thailand, said the Thai advertising industry had changed due to two key factors: the arrival of the mobile Internet had allowed people to learn how to access new information; and with the fragmentation of media, consumer behaviour had been shifted into new patterns across platforms.
He also described consumer-generated content via online media as another type of rival to online ad campaigns, as such content easily grabbed attention of the audience. With intense competition in the industry, big companies were underlining commercial approaches more, rather than going down the creative route, he added.
Thor Santisiri, chairman of nudeJEH, said that despite facing fragmented media, a sincere and value communication campaign could help consumers memorise the campaign, as well as enhance brand reputation.
“But for today’s media landscape, advertisers must grab an audience’s attention within three to four minutes with a great idea,” he told the seminar. AAT president On-usa Lamliengpol said there were currently more than 40 million Internet users in the Kingdom, 33 million of whom were Line users, while 30 million had Facebook accounts.
Referring to a forecast by the Digital Agency Advertising of Thailand, she said this year was expected to see a 60-per-cent surge to about Bt9.8 billion in advertising spending via digital media, while overall ad spending would witness 4-per-cent growth.
