Every year in May, mInteraction turns one year older (that’s 10 years in digital life!). Our office culture is captured perfectly in our Instagram – with plenty of work (including juggling multiple projects, campaigns, and a tonnage of passion), enjoying casual beer Fridays, fun features in Digital Market Asia here and Marketing Interactive here, and also a successful inaugural digital event, FOCAL 2014 here.
In early April, Thailand was introduced to digital TV with more channels and content changing TV viewing habits forever. Now, viewers have more channels and broadcasters are expected to produce quality and greater variety of content. Traffic is migrating from online web and PC to the mobile with the affordability and popularity of budget smart phones as the numbers and daily time spent on this device is rising. YouTube and digital TV with mobile will especially highlight premium branded content.
Thanks to the proliferation of 3G and 4G service, video advertising is expected to grow by 20-30% (Google Thailand, 2014). We see a shift towards premium (branded) content including YouTube or Internet TV in long form to support a variety of screen sizes with responsive design. Wider mobile network coverage and higher internet speeds means consumers can catch up with their favorites including Hormones, Club Friday the Series, and music videos as they look for quality content at its best. Millions of hours of video are watched daily on YouTube, and one-third view via mobile devices.
Among the multitude of video forms including pre-roll, mid-roll, and post-roll and increased lengthy full clips, series, webisodes, and mobisodes, reach opportunities and time spend is significant for paid video. YouTube Thailand will also broaden opportunities for local online video creators and copyright owners to earn ad revenues.
Now is the time to strategize on digital hand in hand with the mobile screen, which will become the next big fad in the Thailand digital scene. A winnig combination. This is a glimpse of GroupM Thailand’s digital playbook, to be published in July. Stay tuned!
Rather than a traditional text message, consumer are now engaging in more full-fledged customized/unique content. This allows the developers to expand its products into e-commerce arena as LINE Sticker, Games or Picture instead of being haunted by the past. This type of adaptive marketing is filling the overlooked niche for high personalized and responsive brands. The digital + mobile screen is the future as the stability of Internet changes the way people consume media; from traditional to mobile screens. The rise of new idols, transforming room for a NOBODY to SOMEBODY, is proliferated online. Other than BaiToey and Ying Lii, who were known by their catchy music and dance, once the content went viral, many parody and cover videos are made and being posted digitally by nationwide fans.
THE YOU & ME GENERATION for Thais means love to show and share. Other than being the second most popular Instragram check-in city after New York, being unique is in the gene of the Bangkokian. We can see the big infiltration of self-photo enhancing applications, such as ‘Camera 360’, the ideal ‘Instagram’ filters, and ‘Photowonder’ or ‘Perfect 365’ that capture the most beautiful photos. The health-activist boomer is taking over the city. Nobody can deny the signs from marathon events, ‘selfie’ pictures of muscular meatheads in the front of fitness mirrors, to groups of cyclists in midnight around town or even a group of friends having fun in a boxing room. It’s clear that health and fitness activities have become the big trends for Thais and an ideal validation to show-off on their social networks. One of the massive trends the Thai are really make them into it is to be part of the contribution of the current affairs and issues that rock the nation’s core through S(H)O(W)cial Contribution. For Thais ourselves, in celebration of His Majesty King Bhumibol’s Birthday, #longlivetheking hashtag became the fad in all types of social networks.
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mInteraction | strategy & communication
mInteraction | strategy & public relations department view 2014 as the threshold year – from behind the typical traditional media, the onslaught of new media forms and moving ahead, the digital engagement trends. Marketers have the edge to stand out and stay in touch with Thai consumers. Here’s a key summary of what’s going on, overall thoughts, and where the industry is heading.
Marketers need to take full advantage of new communication technology. As 3G spirals into slow speed, faster and transferable data is needed to further satiate smartphone users. In 2013, leading mobile operation networks TrueMove and AIS began test-introducing 4G services within Bangkok trimming borders between consumers and whichever information based on their curiosity to embrace this trend or not. Social news is the new ENTRUSTED NEWS as the social network and instant messaging are changing consumer’s time consumption methods. In light of the anti-government protest and the great giraffe challenge, such content creation and sharing are manifesting in multiple media formats ranging from photos, videos, and music. Influencers, celebrities, and branded products distributed throughout such social channels via owned and earned media are valuable assets for marketers. Google & Wikipedia, the Holy Grail of Information, is becoming the go-to entrusted source of information with more than 75% of young Thai college students heavily relying on these search engines as their standard (mInteraction intelligence 2014). Based on search-related results of consumer’s past usage and behavior on the web, this has spurred developers to invent fantastic applications that could predict the informative, elusive, and indefinable in the process such as a nearby recommended restaurant, the taxi trapper, bus/train time predictors. Smart Devices and new technology is also the answer with technology software such as iCloud, fileapp or Dropbox, becoming a necessity over convenience. The New Year in 2013 officially marked the end of SMS greetings as they dramatically disappeared from the screen. In lieu of text messaging, free apps such as Whatsapp, LINE and Facebook-chat are the spotted emerging favorite trends empowering consumers.
For the new year, technology gets an upgrade and the gadgets introduced are mind blowing. How familiar are you with the devices of tomorrow? Would you buy into these trends and embrace a newer way of life? mInteraction summarizes the best gadgets and gives you a technology run-through.
1. Intel’s wireless charging bowl – where users could drop their devices and have them recharge effortlessly using magnetic resonance technology. The one major disappointment? Only able to charge a headset from Intel.
2. Ventev charger – the portable charger that goes on and on, you win. The Powercell 6000+ is a battery charger that directly plugs into a wall outlet, equipped with two USB outputs able to charge two mobile devices simultaneously. The battery can juice up your handset with 25 hours of talk time.
3. Philips Screeneo HDP1590 – the design can be propped up at less-than-optimal surfaces from ultra close distances; offering few features to boot including Android apps, Bluetooth, and Miracast; low latency makes it worthy for gamers.
4. Samsung’s user-bendable TV 85U0B – This mind-blowing product gives you a rush of power and the small servos behind screen can bend the edges of the TV out into a soon-to-be transformed curved shape.
5. iRobot Scooba 450 – it’s a robot with a bold claim to eliminate 99.3 percent of the waste on your hard floor – even the dirtiest of bacteria like E. coli and S. aureus.
6. Crock-Pot WeMo Smart Slow Cooker – the first slow cooker you can control via your smartphone, control and monitor cooking times and temperature while getting those reminders. It’s set to be launched in Spring.
7. LaCie sphere -sleek, sexy, and shiny, this 1TB portable drive comes with a spherical chassis made out of silver-plated steel offering fast USB 3.0 performance and mainly for the cool and rich.
8. Lumus DK40 smart glasses – Try to visualize a pair of Smart Glasses that shows notifications, calendar entries and so on. EyeSight in collaboration with Lumus has invented a Google Glass-like product with see-through display also allowing gesture control. Stay tuned until this bad boy hits the market.
9. Kolibee toothbrush – the world’s first connected teeth cleaner collects data on your brushing habits then communicating with your iOS or Android smartphone all possible with Bluetooth technology. With the app, you can have real time feedback and long-term reporting.
10. Pebble smart watches with serious fashion and technology cred – asides from being a very nice looking watch to wear, this wearable tech is functional with reliable software and is growing full of apps compatible with iPhone and Android that go beyond telling time.
These are ten of our favorites that would really bring up our gadget game for the new year and a reality check for the future of technology.
mInteraction will be away during the holidays to spend time with our families. In the meantime, here is a wonderful animated presentation of the stereotypical mInteraction staff compiled into a video by one of our interns (Credit: Aunnop Suthumno). You can find us on Twitter, Facebook, or Linkedin. Have a great holiday! x
The 2013 Thailand Digital Playbook was issued by mInteraction, a digital division of GroupM (Thailand) to provide an easy-to-read overview of digital behavior in Thailand, including market insights, trends, and macroeconomic data, all drawn from syndicated and proprietary GroupM research and partners. This is a summary of key digital advertising and media statistics.
01. A digital world
A global perspective for brand advertisers
Global digital advertising spending is breaking all records in a multitude of (digital) forms meaning the desktop, laptop, tablet, and/on the mobile for brand advertisers in 2013. Digital is hitting its first phase of inevitable revolution where advertising and marketing communication industry will go entirely digital within a decade.
02. Thailand digital scene
Biggest opportunities for brands in Thailand
The Thai market growth remained strong despite the flood. Most experienced a drastic budget cut at the end of 2011 and slow investment in January. In March 2012, marketers began to invest heavily and focus on digital advertising. This also aligns with the regional and global trends in the sense that digital advertising is if not only growing in itself but also driving the total advertising growth.
03. Invest in online video
The screen has changed
The three main drivers for online video usage are (a) wider access of broadband Internet and the 3G launch (b) more air-time to maximize the return of video content and development and (c) the growth of video content in general.
04. Drive engagement
Amplify through owned + earned media
The power of social media should not be underestimated for 2013 for its efficiency, ease, and frugality. In lieu of traditional paid approach, the continuous growth of social media will increase limitless opportunities from doing owned and earned approach over simple paid planning.
05. Buy an audience, skip media placements
Focus on buying + targeting
Marketers should consider not only to buy media placements, they should focus on audience buying and targeting individual profiles. The evolution of online media buying has brought vast technologies such as Demand Side Platforms and Real-Time Bidding to Thailand. Inventory is soon a commodity and by adding data to differentiate it, we can better target specific audiences and even individuals.
06. Integrate the purchase journey
Bridging ATL and digital
The more our clients become educated on search always on and the campaign based concept, the more they will realize the significance of search. The next logical step for them is to try aligning their SEM budget and keywords with their above-the-line execution. The ideal social and search engaged customer journey is when digital will complement above the line.
07. Get mobile right from the start
The value and role of mobile
The Mobile High Speed market is rapidly growing thanks to faster networks, higher penetration of smartphones and popularity of mobile applications. By the end of 2012, there were 10,000 3G enabled base stations in Thailand. Mobile phone operations will collectively invest THB 20 billion this year to improve 3G network developments. Moreover, smart phone penetration in Thailand is reach 16% and there were 1 million tablets by the end of 2012.
08. Measuring beyond clicks
Being intelligent with intelligent tools
As the Thailand digital landscape has changed quite significantly, it’s time for marketers to become better equipped with Intelligence Tools, including measurement and monitoring in order to improve their digital planning and campaign performance from time to time.
For more information, please contact the author: hazel.han@mInteraction.com
Adapted from Forrester, its latest report ‘Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age’, is all about offering highly personalized and responsive brands to the consumers. Extracted from Advertising Age’s article here, this outlines the new 4 Ps of Marketing, permission, proximity, perception, and participation in lieu of the traditional, decoding data based on customers’ interests and needs for marketers to redefine tailored campaigns and amplifying the marketing mix at all touch points throughout the journey. Among the biggest brands to name a few, adaptive marketing is infiltrating the digital space quickly becoming the universal strategy for marketers who get it right. We’ve rounded up some winners that demystify the art of adaptive marketing from the graveyard of mass-production-and-we-sell-you-buy campaigns still living in the past.
1. Take the most basic need and disrupt – Australia’s largest risk mitigator for Insurance Australia Group (Creative Effectiveness Lion at 2013 Cannes Lions International Festival)
Car Insurance Australia Group decided to take the hundreds of parts its competitors did not cover in their vehicle insurance. Having too many parts, they became a glorious full-fledged car. The company assembled its team of mechanics who were directed by the public, which parts they wanted in their cars. Parts came in while consumers were pouring in requests on its social media platform. The parts became the advertising itself and even the car stereos were placed in bus shelters where people cranked music through them using their mobile phones. Cracking the most basic need with an adaptive marketing opportunity steered CIAG in the right direction.
2. Make really personalized packaging and break your consumers in – Coca-Cola, Share a Coke Names (Creative Effectiveness Lion at 2013 Cannes Lions International Festival)
In Australia, 150 names appeared on millions of bottles of Coke. Why? 50% of teens /adults hadn’t even tasted coke and the brand needed to discovery a way to reconnect, get personal, and invite Australians all over the world to share a coke. Linking online and offline with Sydney’s most iconic billboard with a picture of your friends and you and the personalized packaging that came afterwards, the country fell in love with Coke again. Thousands of requests flooded the brand and new names were released as everyone was invited to share a coke. This customer satisfaction and relevancy for the brand ensures users are unlikely to switch brands.
3. Respond quick to cultural clutter with individuality (hello, new cookie?) – Oreo Daily Twist (Cyber Grands Prix at 2013 Cannes Lions International Festival)
Oreo turned 100 years old, that’s huge. It’s so old, it needed a twist. The brand created 100 ads in 100 days transcending pop culture, the digital world, and everyday conversation all at once. It was 100% responsive, daily. Oreo scoured the online space to see what people were talking about. After a popular topic was discovered and concept developed, the production team waited to execute. The brand-new ads were pushed to the cookie’s social networks by 6 pm every evening. ‘Pride’, Oreo’s first Daily Twist, became a cultural sensation following the next 99 Twists celebrating the extraordinary in everyday life. Response-based marketing with cultural connotations can have a powerful effect on a brand.
Seamless integration of the entire media process will help the adaptive marketer to take full advantage of this new form of marketing instead of being haunted by the old fashioned tricks and tools that are a thing of the past. Are you ready to upgrade your repertoire?
Try pushing a button on your phone or MacBook, thumbing through the wireless buttons willing your printer to zip out pictures or send the files transporting from your computer to another device. Over the months, I’ve become quite the pro at not only juggling my computer, camera, iPad, music dock, among other things to do just that. We’re talking zero chords and just infinite possibilities. With software such as iCloud, AirDrop, and BlueTooth, it’s easy to ask my new friends exactly what I want that doesn’t require any physical labor and is even good for the environment. You can imagine everything – not just computers –becoming connected. This digital phenomenon I’ve been experiencing has happened since a year ago in June. Users were introduced to a brand-new version of the Internet and the concept, namely ‘The Internet of Things’.
The answer: IPv6, the new face of the Internet. It accommodates “trillions upon trillions of times larger” space for new smartphones, websites, data center services, and other devices to join the Internet according to Vint Cerf aka father of the Internet who is also chief Internet evangelist at Google. Now the size of the new Internet allows objects to be tagged with a microprocessor or sensor that takes on an IP address and connects to the Internet. Dog collars and railway cars are just the beginning of ‘The Internet of Things’.
In addition to that, sensors are quickly catching on to become the new standard. They can be programmed to sense the environment and share that information over the Internet, such as the location of items, their temperature and so on. I am currently coveting Vint Cerf’s built in wine cellar with sensors. His wine bottles never get lost and if the cellar gets too hot or too cold, the sensors make sure to take good care of this. These ‘smart’ devices are infiltrating homes, cars, and pets down to the water meter in your basement. You can expect more smart devices will be invented and connected to the Internet and soon more devices on the Internet will out-populate humans on Earth. Cisco makes a bold claim that by 2015, some 25 billion devices will be connected and 50 billion by 2020 as opposed to 7.6 billion people in 2018 says the United Nations.
Here are some crazy cool exhibitions of how ‘The Internet of Things’ is on a whole new level.
- Nest learning thermostat that learns and schedules your temperature preference
- Ranchers using wireless sensors for sick or lost cattle
- Ford cars that park themselves and play your favorite music
- Traffic lights that auto-respond to traffic jams or an accident
- Buildings that turn the lights and heat off when they detect no presence in the room
The downside? There can be problems with the ‘Internet of Things’ such as privacy, reliability, and control of data. Perhaps this speaks to our tendency of being too dependent on technology to a fault, but nobody can deny the extraordinary effects of the ubiquitous Internet. There is much more out there and Wired’s article here also puts it into perspective.
Everywhere marketers see fragmentation. There is a critical mass of TV viewers, smartphone tablet owners, and mobile web users. In 2013, digital will hit the first phase of its inevitable revolution where advertising and marketing in the communication industry will go entirely digital within a decade. There is a boom. This is the availability of video content and associated advertising across five increasingly used digital screens – desktops, notebooks, smartphones, tablets, and connected TVs. Today, the digital consumer is ever present yet still elusive.
How can marketers navigate this space that is aimed to inform and not overwhelm? As consumers’ attention is more divided than ever, ‘media multitasking’ will become the norm. Mobile, video, and the multi-screen is a top priority that requires a sophisticated twist. An interesting trend is when we dig below the surface to discover micro-audiences.
With the changing digital landscape, consumers are congregating on platforms such as YouTube, Facebook and Amazon to name a few. This takes place within branded spaces on these platforms. The multitude of (media platform) offerings such as YouTube and Facebook are able to win audiences’ full attention. Moreover, consumers has drastically shifted from watching television to video as well, not only short videos but lengthy full clips such as series, webisodes, and mobisodes.
82% of Thai Internet users stream or download online video content monthly and 22% of GroupM’s client brands utilize pre-roll advertising. The integration of pre-roll ad with online video will expand reach of TVC campaigns – creating a need for a successful multi-screen strategy. Let’s get used to a mix of multimedia across all channels with the increasing array of powerful digital tools in marketer’s repertoire/bag for 2013. The brand will need to integrate various channels leaving the consumer uninterrupted but informed. Happy digital bagging!