Advertisers respond to multi-screen era
ALTHOUGH TV ratings are being accelerated by strong content, advertisers are increasingly turning to digital media, according to Mindshare Thailand.
In this multi-screen era, TV broadcasters should put more energy into content development and distribution, the provider of marketing and media services said yesterday.
Napaporn Jeatawattana, head of Mindshare’s trading arm The Exchange, said industry spending in the first half with a recommendation for TV stations should build up their audience bases as viewers move across platforms and advertising goes more and more digital.
“Since consumers have more platforms on which to consume media, brands have adjusted [their advertising] budgets in accordance with their behaviour.
“With overall advertising spending having also decreased, each channel must try to draw the attention of viewers by creating relevant, differentiated and impactful content,” he said.
Television viewership has increased to 2.41 hours per person because of the addition of digital TV channels, while the number of viewers has reached 33.6 million per day. Digital-TV penetration has more than tripled to 38 per cent from 12 per cent two years ago.
Besides sports content such as boxing, soccer, volleyball and badminton, prime-time dramas have become more fragmented because the leading new players have been trying to capture the audience’s attention from the duopoly – Channels 7 and 3 – by offering quality programmes.
The interest of consumers has spread from drama series to other categories such as news, sports and variety.
“With the current situation, it is vital to be adaptive and able to use information and data to analyse the changing behaviour of consumers,” said Phayao Thamteersoonthorn, another head of The Exchange.
“The use of data and tools to anticipate the best strategy in planning and buying can gain the best marketing results and help effectively and efficiently manage clients’ budgets.”
Advertisers need to use information and data to analyse the changes in consumer behaviour in order to increase the chances of reaching the consumer effectively in the era where the consumer is the selector, she said.
