2011

trends Thai Consumers and Media Landscape

2011

• How is the fabric of Thai

society changing•How do they feel about things

• How is the media landscape adapting

•What next looks like

Cover

2011

Faces of Thailand

2011

Demographics Are Changing,So Are Attitudes

Source: Office of National Economic and Social Development Board

1980 2000 2010 2020

2011

Our eyes on…the 3 key generations

and changes

2011

‘Booming Boomers’

of Thai

Population are in their

50+

1/4Source: Manger 360 Weekly, Jan 24-30, 2011

2011

Longer lifespan More to adapt

2011

They are adapting to “new technology”

Source: Manger 360 Weekly, Jan 24-30, 2011

Y2005 Y2010

13% 25%21% 29%36% 58%

2011

Y2008

Y2010

15.3%

16.3%

Source: Video Research International on Viewership in Prachachart Business, Jan 31- Feb 2, 2011

TV does not get old!

2011

…80% don’t think ads wasted their time

Source: NMR MEDIA INDEX 10, A 50-64 NA (10,632,000) & A 50-64 UM BU (2,286,000)

2011

‘Invest on Me’ generation

2011

Children Turn into Important Assets

Y1990

Y2030

15.95 mil (29.23%)

9.54 mil (13.5%)

Source: Office of National Economic and Social Development Board 2010

2011

Due to the declining trend of children, they will be a center of attention of the family

1mouth

6 wallets+

2011

Need high value gift to please them

ABAC Poll, Matichon Online, 1 Jan 2011

Most wanted gift for 2011#1 Computer, Internet, iPad, iPod#2 Mobile Phone#3 Scholarship

2011

Life is about connectedness via technology and gadgets

Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)

Bangkok teenagers are ranked # 1 in Asia Pacific in terms of …

own & use mobile phone longest chat time over mobile phone

highest no. of online friends own desktop/laptop

2011

Born to be

wired• Activities online

• 56% listen to music• 51% information search• 49% game online

(APAC average: 51%, 47%, 21%)

• 49% own desktop/laptop

Spend 1.45 hrs per day onlineIMS, Nielsen Q2 2009 Vs 2010 (A 12-24 NW)

Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)

2011friends on Social Network (APAC average: 140)

FriendShip. FriendShift!!!

Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)

211

2011

• 72% of age 8-24 own a mobile phone (APAC average: 64%)• 30% of age 8-14 own a mobile phone• Spend 1.07 hrs talk over their mobile (APAC average: 49mins)• Use functions more than APAC average

• 67% listen to music• 65% take photo• 32% video recorder

(APAC average: 51%, 47%, 21%)

Synovate in Prachachart Online, 3 Sep 10 (Teenager 8-24, Bkk only)

can’t live without mobile phone1/4

Third screen as theLife Line

2011

Young professionals

, making it all possible

2011

Mass Comm/ E

nt'ment

Fash

ion

Art/Desig

nMktng

Biz Admin

Politicia

n/ Govt

officer0

5

10

15

20

25

3026

2319 18

14 14

95

128

12 13

BangkokUpcountry

New &Popular

Lifestyle Career%

Source: Krungthepturakij Supplement, November 2010

2011

Reflection of

Urban society

Money 73%Modernity 51%Convenience 39%

Source: Krungthepturakij Supplement, November 2010

2011

Workforce Baht rich but time poor

2011

Self Pampering

0.8mil – as approx. no.of Spa visit* (Siam Turakij, 25 Aug 2007)

12Billion – annual investment on fitness and spa* (Manager, 2 Sep 2010)

*Figure includes male population

2011Source: manager.co.th, 28 Sep 2010

2.7 Mil Thais travelled overseas in the first half of 2010

China & S.Korea +30%Europe +27%

2011

“Lipstick Effect” continues

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

Average China India Australia Thailand Japan S.Korea

24% 22%29%

10%

30%

43%37%

45%50%

36%

46% 44%

I like to indulge in “small treats” regardless of my financial situation

2009 2010

Consumers have learned to enjoy small indulgences during the downturn. The “lipstick effect” continues, even though economic optimism has increased

The importance of small treats

2011

Shopping 2010

2009

Going out to eat 2010

2009

Going to concerts/live theater/sporting events 2010

2009

35%10%

30%9%

28%10%

23%11%

18%7%

16%7%

Things I am doing more in 2010 than 2009 - APAC

Consumers are slowly de-cocooning

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

2011

Current Social Trends

2011

ModernDigital Lifestyle

Internet Penetration: 34.7% (22.9 Million)

Internet through mobile phone 18 Million

Mobile Penetration: 69 Million (Population 66 Million)

Smartphone Penetration: 10.5%

iPads since its first launch 100K units est. (by 2011)

2011

SMARTPHONE

Function ’n Fashion!

SMART ONE

2011

Smartphone penetration is increasing!

Smartphone sales are growing with the launch of more affordable devices such as the Samsung Candy and LG Pop ranges. The average cost of Smartphone is expected to drop to 12,500Bht down from 15,000Bht in 2009 and 20,000Bht in 2008

2011

MOBILE and ONLINE

MOBILE & ONLINE: THE PHONE I CAN AFFORDMobiles are an even more cherished personal accessory worldwide, with many emerging market consumers going to great lengths to own a mobile with the features they 'need'. Consumers are using mobiles that connect to the internet to engage in 'outdoor cocooning' and using Apps to personalize their mobiles.

2011

&Shoot

ShareNumber of photos on Facebook is exploding

2011

Older users upload as much as

younger users, but they are tagged less

2011

Women feel more confident & powerful in the workplace

Thailand boasts the greatest percentage of women in senior managementAcross the world, Thailand boasts the greatest percentage of women in senior management (45%), followed by Georgia (40%), Russia (36%), Hong Kong and the Philippines (both 35%).

Source: Grant Thornton International Business Report (IBR), 2011

2011

…Thais are waiting longer to get married

1970 1980 1990 200020

25

30

24.4 24.725.6

27.1

22 22.723.5 24

Age

Source: nso.go.th, 2000

2011

63%

37% 33%18% 12%

Reasons of does not wish to have a child

do not want to have kid

Source: Krungthemturakij Supplement, November 2010

32%

2011

You + Me = ?Shrinking HH

sizeNumber of members in HH

1990 5.0 2000 3.7

Source: NMR Media Index

2010

3.0

2011

…growing DINKs segment

Source: Euromonitor Consumer Lifestyle Thailand

2011

…DINKs will be 22.5%of total HH

in 2015

2 persons in HH

200717.4%

1995 15.0%

Source: Euromonitor Consumer Lifestyle Thailand

2011

divorce rates are on the rise

No. of divorced couples (‘000) 109

Y200891Y200571

Y2000

Source: Department of Provincial Administration

5.6mil persons is the expected number of widowed female in 2020

(positioning, Jun 2010)

2011

more small households

means smaller houses in demand

2011

growing demand for smaller units

Cumulative Condominium Units Sold in BKK

24,260

13,154

347H1’03 H1’07 H4’09

Source: Raimond Land Condominium Focus

2011

Especially in the mid-low segment

Price of Units Sold in House & Condo Show 2010

76%<3 MB24% 3+ MB

Source : Post Today “House & condo show”

2011

trends How do they feel about things

2011

Top Five Concerns of Thai Consumer in 2010

2) Health, 64%

3) Personal Safety, 59%

4) Consumer’s own financial status, 57%

5) Weight, 50%

1) Global warming & environment , 74%

Source: TNS Survey 2010

2011

102

Overall, Thai consumers in 2010 were still skeptical!

2011

Learning more about Thais from…

“Navigating Challenges” is our ongoing research identifying the impact of economic factors on consumers globally, regionally and in Thailand

We cover a huge range of topics from altered spending levels to contemporary purchase drivers, favored media usage to changing priorities. The research covers both quantitative and qualitative methodologies

WAVE 3

2011

Q. How has the current state of your country’s economy affected the way you spend your money?

Attitudes towards spending in 2011 more positive in Brazil, China and India...Thailand not so

AVERAGE

Argenti

na

Austra

liaBraz

ilChin

a

France

German

yInd

iaJa

pan

Mexico

Russia

S.Kore

aSpa

in

Thaila

nd UKUSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3 2 19 11

1 110

0 2 2 4 0 3 3 2

12 136

31 24

3 8

33

56 9

14

38

154

32 2953

35

24

34

60

35

27 17

26

27

21

25

38

26

3431

32

18

29

38

18

19

37 46

4743

41

52

29

34

1924

9 8 1324

133

32 29

16 12

34

13 14

34

I spend money much more freely now than I typically wouldI spend money somewhat more freely now than I typically wouldI have not changed the way I spend moneyI spend money somewhat more cautiously now than I typically wouldI spend money much more cautiously now than I typically would

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

2011

Compared to an average, Thais are still in “Price sensitive” modeQ. “When shopping, I look at prices more than I used to”

AVERAGE

Argentina

Australia Braz

ilChina

France

German

yIndia

Japan

Mexico

Russia

S.Korea Sp

ain

Thaila

nd UKUSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6 7 1121

81 2

18

0 3 3 4 1 5 6 2

1927

5832

24

2

18

33

7

1911 11

9 614

9

35

28

23

31

32

44

55

34

39

23 43 39

3222

42

37

25 23

8

12

26

35

15

12

32 27

28 33

2755

26

27

15 154

1118

93

24 2817 15

31

14 12

24

I expect to spend money much more freely than I do nowI expect to spend money somewhat more freely than I do nowI don’t expect to change the way I spend nowI expect to spend somewhat more cautiously than I now doI expect to spend much more cautiously than I do now

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

2011

Markets hit hardest by recession are now attuned to buying sale items --- Almost 70% of Thais agreed they buy items on sales

Q. “Nowadays, I buy things on sale…”(1=Always, 7=Never)

AVERAGE

Argentina

Australia Braz

ilChina

France

German

yIndia

Japan

Mexico

Russia

S.Korea Sp

ain

Thaila

nd UKUSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3732

41 42 4034

61

23

39 39

12

2532

46

29

61

28

29

34 30

2136

22

24

29 25

17

39

35

32

29

16

2328

2322

26

24

12

31

18 28

27

24

2816

32

3

6 83

3

8

3 4

12

8

5

13

8

5 532 1 2

41 1

7 41

18

11 3 2 4 2

15

1+2 3 4 5 6 7-Never

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

2011

Bulk buying is an emerging approach to get a good deal among Thais to cope with the recessionQ. “Nowadays, I buy products in bulk…”(1=Always, 7=Never)

AVERAGE

Argenti

na

Austra

liaBraz

ilChin

a

France

German

yInd

iaJa

pan

Mexico

Russia

S.Kore

aSpa

in

Thaila

nd UKUSA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1712

18

6

28

8 9

19 21 1824

510

3325

15

20

17

25

12

27

18 18

1824

18

20

21 14

30

20

20

24

22

21

19

24

16

27

24

26

23

25

2432

15

25

31

18

20

16

16

11

19

2316

22

2313

19

23

15

15

15

1219

18

21

5

16

15 12

5

1411

15

10

67

10

10 114

26

6

22

8 103 4

917

112

6 9

1+2 3 4 5 6 7-Never

Source: Omnicom Media Group Evolution of the Consumer, Dec 2010

2011

Aspirations for luxury brands in emerging markets have overtaken those in established markets

Q. Which of the following would you buy more of, either for yourself or your family, if you were wealthier than you are today? Designer clothes-accessories

Pola

nd

Hung

ary

Irela

nd

Fran

ce

Russ

ia

Spai

n

Swed

en

Italy

Denm

ark

Czec

h Re

p

Neth

erla

nds

Germ

any

Braz

il

Indi

a

Chin

a

Arge

ntina

Aust

ralia

Sout

h Ko

rea

USA

Japa

n0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

40% 37%

37% 34%

34% 31% 26% 23%

23% 21%

20% 18%

57% 54%

48% 45%

29%

28% 25%

16%

Source: nVision 2010

2011

65% of Thais are still somewhat cautious about

how to spend

2011

Category open to a high degree of compromise

Brand Name FashionThe compromise is to opt outcompletely and make do with whatthey already have

Travel• High attractiveness of alternatives• Short term nature

Entertainment• High attractiveness of alternatives• Short term nature

Groceries• Low value• Less emotional attachment

Source: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)

2011

Technology is the category less open to compromise

• Long term purchase - drives the need for it to be up to date now.

• Risk of change is high - a poor choice in long term.

• Highly techno-centric - a compromise will be out of date as soon as it’s bought.

• High emotional attachment to the category - product is a reflection of the individual

• Sense of status… “I’m still stable and is unaffected by the recession”

Source: Synovate Tipping Point Syndicated Study – June 2009 (8 FGDs)

2011

trends How is the media landscape adapting

2011

As private consumption increases media expenditure rises…

101 Billion Baht

Source : NMR AdQuest (Jan-Dec10)

2011

Dramatic growth last year and 90% still came from traditional media, especially TV. It means only 10% came from new media

Demand for mass media stronger than ever

2011

Inflation pressure

2011

TV Media Expenditure 2010 vs. 2009

Source: AGB Nielsen, Fusion (Excluded Classified & House Ad)

Highest record growth in the past 5 years hitting over …

60 Billion Baht Double-digit growth every month

2011

A thirsty nation!

Non-alcoholic beverages took the first place with expenditure hitting 7.6 billion or 30% growth

2011

Congested TV ad demand

#mins#minsMins advertised by month Mins advertised by quarter

Source: AGB Arianna : All individual 4+

32,000

34,000

36,000

38,000

40,00039,373

Q1/09 Q2/09 Q3/09 Q4/09 Q1/10 Q2/10 Q3/10 Q4/2010100,000

105,000

110,000

115,000

120,000

117,264

2011

‘Allocation System’ : Peak time inventory under ‘quota’

Government ownershipStations are restricted to 240 mins/day

Content Producers lease airtime for program production and sell to OMD

TV Market Duopoly

Breathing life into TV duopoly

2011

Station Performance

Source: AGB Arianna : All individual 4+

TVR TVR

TVR TVR

Adul

ts 4

+ N

ation

wid

eAd

ults

4+

Bkk/

Ur

WEEKDAY WEEKEND

2011

The Drama Queen Channel 720

1020

09

Adults 15+ Nationwide Adults 15+ Bkk/Ur

The highest rating program of 2010 was Sao Chai Hi Tech of Channel 7 with 16.6 rating points.

2011

The Drama Queen Channel 720

1020

09

Adults 15+ Nationwide Adults 15+ Bkk/Ur

2011

Thai Drama – Fighting over ratings

Source: AGB Arianna : All individual 4+

TVR

01/01/201017/02/201005/04/201022/05/201009/07/201025/08/201011/10/201027/11/20100

5

10

15

20

25

01/01/201017/02/201005/04/201022/05/201009/07/201025/08/201011/10/201027/11/2010

Adults 4+ Nationwide Adults 4+ Bkk/Ur

CH7

CH7

CH3

CH3

2011

Look at TV from a different angle

201104

0005

1506

3007

4509

0010

1511

3012

4514

0015

1516

3017

4519

0020

1521

3022

4500

0001

1502

3003

450

5

10

15

20

25

30

35

20102009

0400

0515

0630

0745

0900

1015

1130

1245

1400

1515

1630

1745

1900

2015

2130

2245

0000

0115

0230

0345

0

5

10

15

20

25

30

35

20102009

Free to air viewers, esp. daytime are disappearing over years…

All Channel Quarter Hour (Jan-Sep) All 4+, Nationwide

Weekday Weekend

Time

Source: AGB Arianna : All individual 4+

Rating Rating

2011

More daytime viewers

Local cab/sat and day time viewing

From other screen angle

2011

TNN24 stretches its wings on October 16

From #1 channel on True Visions to cover 12.3 mil household

nationwide

2011

More ad spend will go to Satellite

Post Today, 7 Feb 2011, p. B1

Year #Household(Million)

%Household Coverage

2008 3 6%

2010 10 50%

2012 18 90%

Year Ad Spend on Satellite TV

(Million)

%Ad Spend compared to

TV

2010 1,200 2%

2011 3,000 5%

2012 6,000 10%

Ad budget goes to satellite TV

Satellite installment

2011

Options other than Free TV3.5 Mil Households~14 Mil viewers

C Band

Cable 2.5 Mil Households~10 Mil viewers

2.1 Mil Households~7.5 Mil viewers(was 0.5 Mil Households in 2005)

True Visions

KU Band1 Mil Households~4 Mil viewers

True Visions (May 2010), GMMB (Feb 2010)

Based on Adults 12+ Nationwide

21.5 mil also subscribed other TV format

12.7mil satellite

4.9mil local cable

3.9mil True VisionsNielsen, IMS (Sep 2010)

2011

…What else is good in other channels (30%)

Channels perspective!

2011

Managing your ROI

Prime Non-prime Prime Non-prime Prime Non-prime Prime Non-prime3 5 7 9

263

,100

153

,950

197

,912

135

,619

370

,000

151

,901

220

,000

139

,357

309

,920

159

,204

218

,684

147

,767

420

,000

161

,967

243

,200

146

,000

2010 2011

+18%

+3%+10%

+9%

+14%

+7%+5%

+11%

Source: OMD Buying Intelligence

2011

Newspaper Readership

Source: NMR Media Index (Sep 2008 Vs 2010)

Consumers find new ways to get content

decliningReadership is

2011

SMS news subscribers has grown year on year

2009

2008 3.0m

2007 2.0m

2010 4.2m 3.7m

Source : IMS

2011

Over 2.0 mil Thais read newspaper online yesterday

Source: NMR Media Index (Sep 2010)

1.1 Mil persons

0.7 Mil persons

0.2 Mil persons

2011

as NEWS becomes personalized

Source : www.businessinsider.com

2011

News is not dying

-Nick Bilton, NY Times technologist-

Source : O‟Reilly Emerging Technology conference San Jose, California Mar 2009

“ …paper is dying, but it’s just a device. Replacing it

with pixels is a better experience”

2011

Being innovative will help save the day

The first 3D newspaper‘Bangkok Post’ and ‘Post Today’ had an innovative way to celebrate their 64th anniversary on August 6, 2010

Integration across different platforms

2011

Can an on-line read this?

2011

The 3-inch or 4-inch smart-phone screen will not provide the reading experience that tablet can. That’s why tablet can make it and it will remain among the hottest IT items in 2011. The tablet will make E-Book/ Digital Magazine more enjoyable.

Migration to

e-reading

2011

iPad on pace to become one of the most popular mobile devices in history

Interesting Fact: Most users are 30-54 age range (peaking in the 35-44 age group)

Males outnumber females 2:1 (among current iPad users on Yahoo’s network)

Source : Morgan Stanley Analyst

2011Nielsen Media Index, 2010 and Radio Advisor

102.5 Gets Diva68,000 listeners 94.0 Gai Kui Tui Kia

56,000 listeners

94.0 Chae Tae Chao86,000 listeners

Radio doesn’t mean only

“Music” any more!

…Emerging of popularity on ‘Gossip content’

48% Music Popular THEN2006

40% Music

Popular NOW2010

2011

Higher MOBILITY

on the rise

2009 5.7 Billion2010 6.1 Billion

2009 1.8 Bill.Bht2010 2.3 Bill.Bht + 28%Transit

2009 4.0 Bill.Bht2010 3.8 Bill.Bht - 3%Non-Transit

AGB Nielsen, Fusion (Excluded Classified & House Ad) – Outdoor & Transit Media Spending 2010

OOH

2011

Movement

57%

Non-movement

43%

Some Transit media do not move

AGB Nielsen, Fusion (Excluded Classified & House Ad) – Transit Media Spending 2010

2011

DIGITAL integration

More Flexibility

Digital Billboard Fly over at Expressway

Allowing Experience

Sunsilk Salon @ Central World

EXCITE to drive Non-Transit

2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)

Thai movie goers still show

interest?

Remark: Number of movie goers watch movie past week (‘000 persons)

2008 2009 2010

660807895

340/275/280

262/356/190

217/307/135

2011 Nielsen Media Index, 2008-2010 (A.12+ Nationwide)

Thai movie goers still show

interest?

Remark: Number of movie goers watch movie past month (mil persons)

2.292.37

2.59

2008 2009 2010

2011OMD Buying Intelligence, 2006-2010

2006 2008 2010

405375 392

284259

309Ban

gkok

Upc

ount

ry

Demand boosted in Upcountry

Changing Number of Outlet

2011

2009: 10 movies

number of 3D movies 2008-2010

2010: 24 movies

2008: 3 movies

Coming Attraction

3D

2011Digital Highlight

2011

Key Statistics:

Total Population: 67.7 Million

Internet Population: 22.9 Million

Internet Penetration: 34%

Mobile Penetration: 104.5%

Source: ADMA Digital Marketing Yearbook 2010, Effective Measure Dec 2010

2011

Broadband Subscribers:1.9 Million

2011Source: http://socialcommercetoday.com/wp-content/uploads/2010/12/MegaTrendsWordle.png

2011

Growth of Internet Users In Thailand

2002

2011

6,200,000

22,900,000

2004 8,500,000

2006

2008 14,900,000

10,700,000

34% Penetration

Rate

Source: Effective Measure

2011

35.9% Access the Internet via Mobile

15 - 17

18 - 20

21 - 24

25 - 30

31 - 34

35 - 40

41 - 44

45 - 50

51 - 54

55 - 60

>60 -

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

Thailand Internet Audience Effective Measure Dec 2010

Total

Source: Effective Measure

2011

Explosive Growth of Mobile Search

2011

Tremendous Growth of Mobile Internet Browsing in Thailand

Source: Google

2011Source: Google

2011Source: Google

2011Source: Google

2011

Today, Thais surf over 600 websites a month per person

2011

People Trust Their Social Network Contacts

2011

Facebook 2010 in Review

*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/

2011*Source http://www.socialbakers.com/blog/109-facebook-in-2010-7-9-new-account-registrations-per-second/

Facebook 2010 in Review

2011

Facebook as of Jan 24th, 2011

2011

Facebook as of Feb 6th, 2011

2011

Facebook as of Feb 23rd, 2011

2011

Facebook as of Mar 9th, 2011

North America32%

Europe30%

Asia23%

South America

10%

Africa4%

Australia & Oceania2%

Facebook Continents

2011

Facebook Thailand – 7.8M Users on Feb. 6th

2011

Facebook Thailand – 8.3 M Users on Feb. 23rd

2011

Facebook Thailand – 8.42 M Users on Mar. 9th

2011

2011

Thailand Makes the Foursquare Top Check-ins List

2011

From Social Media To Social Commerce

2011

Social Commerce – The Buzz Word in 2010

Source: http://mediatransparent.com/wp-content/uploads/2010/12/Screen-shot-2010-12-21-at-12.54.46-PM.png

2011

Deal-of-the-Day / Flash Sales emerge in TH 2010

May

August

October

November

December

• Ensogo Launches in May

• Offer.us launches and disappears

• Sanook Coupon Launches in Aug

• Deal Didi Launches in Octoer

• TikTokThai launches in November

• Launches in December:• U2Deal• DealThailand• DoongChuayDai• BonBonDeals• Coucafe

• In Development:• JaJoop• Dealsdee

2011

From These Companies…The numbers are by no means exhaustive or fully accurate. These are estimations based on numbers reported from each sites Past Deals Statistics.

198Past Deals Reported

26,000,000Baht in Transactions

60%The Average Discount Per Deal57,000+Vouchers Sold

123,000,000Baht Saved by Consumers80%Est. Mkt Share of Ensogo.com

2011

Going Social with your brand – Social Business

2011

2011

2011

2011

trends What next looks like

2011

Trends Shaping Our Future

Redefinition of measurement and analytic – new media currency

Digital is impacting consumers across all generations – social connections are leading the evolution

Mobile internet usage is sky-rocketing

e-Commerce has finally arrived in Thailand

Media owner business model > content distribution across multiple platforms

2011

2011

Digital and technology is a force for Thai’s

modern Lifestyle

Digital is impacting consumers across all generations – social connections are leading the evolution

2011

Mobiles are the most cherished personal media device / accessory for Thais (OMD Young Millennial Research).

Despite belt-tightening in other consumables they go to great lengths to own a mobile with the features they 'need'.

Consumers are using mobiles that connect to the internet to engage in 'outdoor cocooning‘.

Apps personalize this ecosystem.

Fueling the boom in mobile internet usage

2011

Media owners seek ways to monetize branded and consumer generated content

Content is

KING

2011

Content distribution across screen formats/ platforms opens more of the doors on subscription / transactional revenue

Platform Integration is

Queen

2011

Still the first but not the last screen

Heavy increases in demand for TV spot advertising plus Govt. restriction on the daily sale of airtime places pressure on the value of traditional TV

2011

Connected platform thinking, joined-up execution: Traditional and Digital

2011

About OMD

OMD has been awarded AdWeek’s Global Agency of the Year 2008 and 2009

OMD Worldwide, www.omd.com, is one of the largest and most innovative media marketing specialists in the world, serving many of the most successful and well-known brands, with more than 140 offices in 80 countries. OMD is recognized for its global imprint, strategic integration and creativity; being named Most Creative Agency in the World by the Gunn Report for the past five years. OMD is distinguished as the most awarded agency being recognized by AdAge, Campaign and Adweek for both 2008 and 2009. The agency network is a unit of Omnicom Group, Inc.

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