Bangkok--3 Apr--Mindshare Thailand
Mindshare, the leading marketing and media network in Thailand comments on today’s industry outlook to 2015.
Mindshare’s six key predictions to 2015 are;
1) The fragmentation of viewing
The rise of cable and the even bigger rise of satellite viewing in Thailand have already had significant impact on viewing of Free-to-Air channels. By 2015, when Thailand moves towards a full digital TV launch we expect to see a rapid fragmentation of viewing across many channels.
Advertisers will need to work with their agency partners to develop a fully multi-channel strategy, using sophisticated data analysis and optimization software delivers maximum ROI. The focus will need to move from to interruption, with content becoming a more valuable currency.
2) Digital becomes mainstream
Digital penetration is rapidly increasing, even without mobile access, and is forecast to reach 50% by 2015, from its current 25% position.
Once people are online, their media consumption behavior starts to dramatically change. By 2015, for urban audiences, time spent on the internet will exceed time spent watching TV, with nationwide audiences not far behind.
Advertisers will need to fundamentally shift their media investment patterns to keep pace with changing consumer behavior, ensuring that the content that they create is searchable and is shareable.
3) Social reaches saturation
Facebook growth has been phenomenal, rising to 18m users as of Dec 2012, with Bangkok now Facebook’s largest global city.
Brands tend to put a large amount of focus into getting fans to interact with them on their fan page. The reality is that only 10% of fans ever return to the fan page after they initially liked it, which means the focus for brands needs to shift to how to maximize visibility in the newsfeed.
4) Mobile becomes the primary platform
Mobile is likely to become the primary platform for internet access in Thailand, with smartphone access rapidly overtaking PC. By 2016 mobile search will be more than 3x higher than desktop.
Brands need to make their content mobile friendly, increasingly developing content with mobile as the primary platform in mind.
5) The multi-tasking multi-screener
Increasingly, we are seeing consumers accessing content via multiple screens, either sequentially, or simultaneously.
Brands need to enable campaigns across all devices, not relying on TV being the primary screen. And they need to put increased focus on attention, how to capture it and hold it when attention is divided.
6) The rise of Big Data
IBM estimates that 90% of the data in the world today has been created in the last 2 years. The challenge is for brands to avoid being buried under the avalanche of data, instead turning it from pure numbers into a useful tool that drives marketing decision-making.
Turning data into actionable insight is the end game. The objective is to use smart data and smart tools to accurately forecast marketing performance and improve ROI over time.
Nilufar Fowler — Managing Director, Mindshare Thailand said “The media scene in Thailand is entering a particularly dynamic phase, presenting challenges to brands and advertisers who will need to adjust to the new landscape. As much as the changes present challenges, they also offer significant opportunities to the brands who are positioned to benefit.
Keeping ourselves and our clients in front demands original thinking in everything that we do. Original Thinking allows us to make the most of the new opportunities as they present themselves and to harness them to deliver our clients and increasing competitive edge”