The research report of the Thai Kaitai Research Center on March 18 expects that the driving force for the growth of the Thai advertising market in 2013 will mainly come from three major industries, namely consumer goods, automobiles and telecommunications. The promotion of the advertising market is as follows:
Consumer goods industry: According to government policies, the national low-day wage standard has been raised to 300 baht, which has increased the purchasing power of domestic consumers for consumer goods, thus attracting consumer goods operators to compete for advertisements in order to grab the cake. In addition, the soda and green tea beverage manufacturers are aggressively marketing and the growth of the skin care product market will also drive the growth of consumer goods advertising spending.
Automotive: Auto advertising spending will continue to grow, as manufacturers are marketing new cars that will be on the market in 2013.
Telecommunications: The progress of 3G mobile communication services, coupled with the continuous development and launch of new devices such as smart phones and tablet PCs, stimulates the rapid growth of the telecom service industry market and triggers competition among network operators, making operators need to strengthen advertising. Invest in to attract more target customer groups.
The Thai Kaitai Research Center estimates that the total advertising market in 2013 was 129.88 billion baht, an increase of 10% from 117.76 billion in 2012. TV advertising still occupies a large share, accounting for 57% of the total advertising market. Other new media ads, including cinema ads, in-store ads, mobile ads and online ads, will see significant growth, with market values ​​expected to increase by 30%, 30%, 15% and 50% respectively in 2013.
The Thai Kaitai Research Center also pointed out that ASEAN integration will help Thai advertising companies to further expand their business base to ASEAN member countries, especially Cambodia, Laos, Myanmar and Vietnam, etc., to expand their customer base, because of the economic growth of these countries. And the increased purchasing power of residents will give their advertising market a huge room for growth. In addition, ASEAN integration will also enable Thai advertising agencies and advertising production companies to gain more convenience in importing advertising equipment and joint ventures with companies in other ASEAN countries.
The Thai Kaitai Research Center analyzed the strategic adjustments of major domestic advertisers in 2013, arguing that advertisers will open up more advertising channels and establish new platforms to provide customers with more choices and increase advertising revenue. In addition, advertisers based on traditional advertising media such as magazines, newspapers and billboards will turn to emerging advertising media that are growing rapidly and better able to meet customer needs.
In terms of advertisers, customers are not expected to cut their advertising budgets, but will pay more attention to the cost-effectiveness of advertising, tilting budget allocations to advertising media that are more permeable to specific target consumer groups; as advertising forms become more diverse and As prices fall, the ability of SMEs to use advertising media will increase; multinational advertising companies will use the same advertising strategy in multiple countries and regions to deepen consumers' impression of advertising products and save on advertising production costs.
Key factors affecting the growth of the advertising industry, including the sustainability of the economic growth trend, and Thailand's transition from analog TV to digital TV from the end of 2013 to 2014, will once again bring significant changes to the TV advertising media. After entering the data TV era, the number of TV channels will increase significantly, more advertisers will enter the market, and customers will have more TV advertising media to choose from, and advertising costs will be lower than the currently expensive free TV channel ads. fee.
Consumer goods industry: According to government policies, the national low-day wage standard has been raised to 300 baht, which has increased the purchasing power of domestic consumers for consumer goods, thus attracting consumer goods operators to compete for advertisements in order to grab the cake. In addition, the soda and green tea beverage manufacturers are aggressively marketing and the growth of the skin care product market will also drive the growth of consumer goods advertising spending.
Automotive: Auto advertising spending will continue to grow, as manufacturers are marketing new cars that will be on the market in 2013.
Telecommunications: The progress of 3G mobile communication services, coupled with the continuous development and launch of new devices such as smart phones and tablet PCs, stimulates the rapid growth of the telecom service industry market and triggers competition among network operators, making operators need to strengthen advertising. Invest in to attract more target customer groups.
The Thai Kaitai Research Center estimates that the total advertising market in 2013 was 129.88 billion baht, an increase of 10% from 117.76 billion in 2012. TV advertising still occupies a large share, accounting for 57% of the total advertising market. Other new media ads, including cinema ads, in-store ads, mobile ads and online ads, will see significant growth, with market values ​​expected to increase by 30%, 30%, 15% and 50% respectively in 2013.
The Thai Kaitai Research Center also pointed out that ASEAN integration will help Thai advertising companies to further expand their business base to ASEAN member countries, especially Cambodia, Laos, Myanmar and Vietnam, etc., to expand their customer base, because of the economic growth of these countries. And the increased purchasing power of residents will give their advertising market a huge room for growth. In addition, ASEAN integration will also enable Thai advertising agencies and advertising production companies to gain more convenience in importing advertising equipment and joint ventures with companies in other ASEAN countries.
The Thai Kaitai Research Center analyzed the strategic adjustments of major domestic advertisers in 2013, arguing that advertisers will open up more advertising channels and establish new platforms to provide customers with more choices and increase advertising revenue. In addition, advertisers based on traditional advertising media such as magazines, newspapers and billboards will turn to emerging advertising media that are growing rapidly and better able to meet customer needs.
In terms of advertisers, customers are not expected to cut their advertising budgets, but will pay more attention to the cost-effectiveness of advertising, tilting budget allocations to advertising media that are more permeable to specific target consumer groups; as advertising forms become more diverse and As prices fall, the ability of SMEs to use advertising media will increase; multinational advertising companies will use the same advertising strategy in multiple countries and regions to deepen consumers' impression of advertising products and save on advertising production costs.
Key factors affecting the growth of the advertising industry, including the sustainability of the economic growth trend, and Thailand's transition from analog TV to digital TV from the end of 2013 to 2014, will once again bring significant changes to the TV advertising media. After entering the data TV era, the number of TV channels will increase significantly, more advertisers will enter the market, and customers will have more TV advertising media to choose from, and advertising costs will be lower than the currently expensive free TV channel ads. fee.
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