Pathamawan Sathorn, managing director at Mindshare, says the total advertising spending in the country this year will grow to Bt124.2 billion, around 4.8 per cent above 2018.

Analog TV continues to lead in advertising at Bt37.5 billion, or about 30.2 per cent of revenue, followed by digital TV at Bt33.5 billion or 27 per cent, while Internet will reach Bt18 billion or 14.5 per cent, with outdoor advertising getting Bt7.5 billion or 6.0 per cent, and cinema valued at 7.32 billion or 5.9 per cent.

The advertising spending will decline this year in the magazine category, followed by newspaper and cable/satellite.

The firm believes that magazines will attract Bt1 billion in advertising, a decline of around 23.9 per cent from 2017. The adverting spending via cable/satellite will draw about Bt1.95 billion, a 14.9 per cent decline from last year. Meanwhile, newspaper advertising spending will hit around Bt5.2 billion, about a 14.7 per cent decline.

Pathamawan said the factors driving increased adverting spending come from the economic rebound as a whole, the country’s upcoming election and the government 4.0 scheme. The firm also sees a continuing increase in Internet advertising spending, 

Moreover, the firm also expects this year’s top five advertising spendings by sectors are media and marketing, motor vehicles, non-alcoholic beverages, communications and skin-care preparations. 

Pathamawan said that brands are shifting their marketing as they follow their customers to new media in order to maximise the effectiveness of marketing communications.

“Marketing communication needs to be adaptive as the media landscape that we used to be familiar with is changing. The explosion of streamed content and the time consumers spend on social media has created both opportunities and challenges for brands to reach their target consumers. Marketers also need to be experimental and find creative ways to make both the media and platform work most effectively to achieve a connection with consumers,” said the managing director.

The five key trends making impact on the 2019 advertising industry will be streaming content, followed by social networks, shoppable media, a new-tech reality check and appealing to advertising avoiders, she predicted. Streaming content will experience growth as digital video options continue across TV, desktop and mobile and now provide viable alternatives as large numbers of consumers switch to new media. This is giving access to millennial audiences that watch less linear TV. 

Meanwhile, social networks are gaining critical mass, reaching levels at par with other media. The challenge is in increasing the quantity and quality of social network as a medium. Facebook, Line and Instagram are popular social media for Thai consumers.

Shoppable media force media to work harder and close the full consumer journey. All media can address this opportunity.

It is also time for a new-tech reality check, questioning the hype on all things tech. In the real world, the “smart home” and smart personal devices are outpacing augmented reality and virtual reality growth, for example. 

Lastly, there is the challenge of appealing to advertising avoiders as consumers increasingly adopt ad-blocking technologies, and marketers need to find new ways to make the offer appealing. 

Pathamawan added that the total advertising spendings last year was valued at Bt118.48 billion. 

The top five advertisers last year were Unilever at Bt3.79 billion, followed by Lifestar at Bt2.54 billion, P&G at Bt2.45 billion, TV Direct at Bt2.08 billion and Toyota at Bt1.94 billion. 

Source: http://www.nationmultimedia.com/detail/Economy/30362312