Digital agency hopes to hit Bt100m in billings
TO CAPITALISE on the increasing investment by advertisers in digital media, Rabbit’s Tale, a Thai holistic digital agency, aims to double its billings to more than Bt100 million this year, mainly driven by its clients in the telecommunication, insurance,
Recently, the Digital Advertising Association (Thailand) predicted that this year’s digital advertising expenditure was likely to pass Bt9.9 billion, an increase of 23 per cent from 2015.
This is a result of the migration of advertising spending from traditional to digital media because brands and marketers have realised the importance of these new communication channels that allow them to hit their targeted audiences with cost-effectiveness as well as to help boost sales.
Managing director Rungroj Tancharoen said the insurance, retail and financial and banking sectors were expected to advertise more via digital channels throughout this year on top of key players in the telecom, automotive and fast-moving consumer goods (FMCG) sectors.
“The emerging trend of [financial technology] is believed to be a significant driver for financial and banking services to put more weight on digital communication strategy to engage with their customers. In the meantime, retail business is also shifting its focus to e-commerce to boost sales amid the economic slowdown,” Rungroj said.
Video consumption via online media platforms is still playing a key role in digital marketing after third- and fourth-generation wireless broadband was fully rolled out early this year.
“We expect to see more growth in terms of new mobile Internet users, particularly in rural areas. This would help marketers and brands gain further reach to mass targets digitally,” said Sunard Thanasanaksorn, co-founder and executive account director.
“Consumers in the digital space are no longer segmented but are now a mass,” Sunard stressed.
To respond to this emerging trend, the company is hiring about 30 new staff this year, which will bring its workforce to 100 by the end of this year to manage 10 clients.
Chanin Aranyawat, co-founder and executive financial director, said Rabbit’s Tale aimed to see tremendous growth of 100 per cent this year in terms of billings to more than Bt100 million, from about Bt50 million last year. Half of that amount will come from digital-media planning and digital campaigning, and the rest from online content management and digital production.
Started in 2009 with Bt2-billion registered capital by two founders, Rabbit’s Tale is now ranked among the country’s top 10 digital and creative agencies in terms of billings, revenue and number of young employees, aged between 23 and 38 years.
