Page 69 - The EDIT | Q2 2017

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What factor is most driving change in your market at the moment?
That’s easy — the country’s online and mobile behaviour! We talk a lot about how our TV landscape in Thailand will change from analogue to digital and how the numbers
of TV channels have increased from 5 national channels to 48 channels overall now, but the key change we need
to focus on is that consumers have significantly changed their viewing behaviours. For example, latest data from Global Web Index in Thailand states that 60% of internet users watched a video clip/visited a video-sharing site via their mobile in Q4 2015. In Q4 2016, this number rose to almost 80%.
I believe that the shift to viewing content online, especially on mobile devices, is something we need to understand better to leverage it best for our clients.
How is the industry responding to it?
To some extent, the comms industry in Thailand knew how consumption will shift towards online and mobile platforms. At the moment, we are in the process of establishing new and holistic measurement frameworks for multi-screen activities.
What do you think will be the biggest comms challenge speci cally for your market in the next 12 months — and what will you do to overcome it?
I think most marketers are not giving online and
mobile the share of spending they deserve. Online is
still underrepresented in most media strategies and
we are working together with our clients to change this every day. To do that, one way for us is to work more closely with tech and/or mobile partners to create tailor-made communication plans and, of course, successful campaigns.
Nuvee Pongsathidporn PHD Thailand
What do you think will be the most exciting development in your market in the next months? E-commerce and m-commerce, their logistics and payment mechanics.
E-commerce penetration is still in its single digits, but the rate of B2C e-commerce sales is forecasted to explode
in the upcoming years. With that, I am sure we’ll also see exponential growth for m-commerce. In fact, m-commerce sales are forecasted to reach half of total e-commerce spending in the upcoming years. This is also driven by 70% of internet users in Thailand stating that their mobile is the most important device to access the Internet as opposed to 17% who say it’s their PC/laptop.
In your opinion, what categories are doing interesting communications work right now?
The telco category is currently adjusting their offerings by boosting more data service products. At the same time, they are decreasing their ‘voice service’ products (free minutes, free calls, etc.). Hence the major telco companies in Thailand, including AIS, Dtac and True, are in the middle of the ‘data battle arena’. They are not only developing their 4G or 5G offerings, but they also tie up with content network providers such as AIS partnering with HBO or True partnering with Sony Pictures.
So while this isn’t necessarily ground-breaking in terms of their messaging, it is important to us to embrace these partnerships to see how we can leverage these content providers’ partnerships.
Thinking about if there is one very speci c thing about the communication landscape in your market, what would it be?
With online penetration growing exponentially, many media agencies now develop their own syndicated research tools to be able to forecast the impact of multi-screen channels. It is an interesting challenge for everyone in the industry
to work on a single-source measurement approach across multi-screen channels, particularly post-campaign. With the new TAM measurement launching in 2018, we will be able to fully understand and measure multi-screen channels via a single-source data set. Stay tuned on this, it’s definitely exciting times ahead for us here in Thailand!
THE EDIT ISSUE 06 | Q2 2017