More Integration Of Digital Media With Other Ads

More integration of digital media with other ads

By SIRIVISH TOOMGUM

THE NATION

Published on November 19, 2009

Next year's trend will be greater integration of digital media with all the platforms of other advertising media, Attawoot Thongyuen, managing director of digital media agency Adapter, said yesterday.

For example, a consumer product could use TV commercials and its packaging to invite customers to interact with it by sending an SMS to vote on their favourite flavour in exchange for prizes.

The blended use of mobile-phone power with all advertising channels could create brand loyalty, as people would feel that the products have given them a chance to interact with them. Giving them a chance to interact also creates excitement for consumers, he said.

Many advertising agencies have begun to employ the combined power of traditional and digital channels and digital media from the Internet to the mobile phone in advertising consumer products.

Adapter has also tried to join with ad agencies and their clients in designing advertising since the beginning of the process by positioning mobile technology as the key of the plan.

However, mobile advertising must not make consumers feel annoyed by the advertising text, he said.

Adapter, which is a subsidiary of Shin Corp, has about 40 client accounts.

The advent of 3G wireless broadband technology will also make mobile phone-based advertising grow faster. Not only mobile-phone operators but also marketers and media agencies would have to adjust to what 3G technology could offer and its impacts on them, he said.

Mobile-phone users number about 50 million and Internet subscribers about 15 million.

Advanced Info Service, the cellular flagship of Shin, has over 28 million subscribers, of whom some 6 million actively connect to the Internet via their mobile devices, browsing the Internet 40 hours per month.

While overall advertising spending fell 1.4 per cent year on year to over Bt73 billion in the first 10 months this year, online advertising spending rose 31 per cent to Bt197 million, according to ACNielsen Media Research.

-- The Nation 2009/11/19

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