Thailand Media Update 2010, Mums Update, Latest Research

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIA November 2010 Newsletter

Topic 1: Media Update

Topic 2 : Mums are changing!

Topic 3: Latest Research

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIA Media market snapshot

Insights & ImplicationsTV media spending continued on an upward trend in October – strong viewing during prime-time resulted from content appreciation (Vanida) and external factors such heavy rains .November & December provide greater standout and prime position opportunities than Sept & Oct 2010

Campaigns launching during last 2 months of the year and January are able to benefit from lower CPRP’s and strong position in break

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIA

Topic 1: Media Update


Television: Channel 3 aims to grow share with

News

• “Reung Lao Chao Ni” program raised the bar on News-talk entertainment and created competition in the news arena

• The station aims to build upon their news-talk model under the slogan of “Understanding all news - Accessing everyone”

• News Talk is intended to be entertaining as well as informative and will be offered via 80 news casters/reporters from dusk until dawn

• Ultimately this move is designed to increase share / penetration among upcountry/rural viewers where Channel 3 still lags behind Channel 7


• News program planogram is redesigned to cover the whole day with 16 programs altogether e.g. Khao Wan Mai, Reung Lao Chao Ni, Khao Sam Miti etc

• Now with the 17th new program, “Tooh Por Nor Khao 3” airs issues/complaints from citizens around the country including warnings over social harm/problem from 2:20-2:40 pm Monday - Friday

Television: Socially responsible, voiced by the

people

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIATNN24 stretches its

wings on October 16

• 24-hour TV news channel is now available on free-to-air TV. This will lead to an expansion to potential audiences to some 10 million households in Thailand that currently have KU and C Band receiving dishes & over 110 countries. This will lead to better cost efficiency from more viewers.

• The expansion to free-to-air TV is a big step for TNN24 as it delivers on its commitment to being the best source of live fast, accurate & unbiased news for all Thai people - wherever they are in Thailand and around the world.


Topic 2 : Mums are changing!


MOM

Rethinking Rethinking

Thai

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIATwo major planning

elements are changingMoms Media Landscape

How can marketers better understand today’s moms to communicate more effectively in an

evolving media landscape?


Generation Y moms are different from

other momsNew attitude towardsmotherhood


Brand Loyal

Seek objective Information

Try new things

Rely on Info fr Adverts

Search Info

Source: NMR MEDIA INDEX 2007-4 Oct06-Sep07 / BKK-URBANSource: NMR MEDIA INDEX

Generation has influence on media attitudes and

usage

Brand loyal

Rely on adverts

Traditional media such as magazines and TV are still key

Need objective info

Communication needs to be simple, short and effective

TV and internet are key

Open for new things

Internet savvy & have a desire to share and communicate

Net, Mobile, Blogging, video sharing, community sites

TV and magazines still play a big role but increasingly difficult to cut through.

Key opportunity lies in digital to connect and engage with the Generation Y Moms


Digital Media: Moms’ Lifeline to the Outside World

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAParents use online platforms to

‘homework’ Motherhood and fatherhood

% Agree…

46% The internet has provided me with access to a broad range of parenting advice or tips

33% I have shared parenting advice or tips with others on the internet

24% I use the internet mainly as a tool for information on parenting

The internet is an unprecedented

resource for parenting tips and social networking


Personalized Media

Digital Mass Media

Traditional Mass Media

Implication: Effective Search Strategy ensures we bump into the consumer while they browse for products and information (passing the competition by)


Topic 3: Latest Research

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIA Thai consumer insights

– Consumers in Thailand have purchased Retail, CPG & Healthcare and Technology products most often within the last 12 months.

– All product categories are far more often purchased offline than online. The Travel category is the only one in which online purchases reach anywhere near the amount of offline purchases (37% bought Travel products online compared to 82% offline) .

– In contrast, product research is conducted online as much as offline and online resources are used especially for Technology, Travel and Retail products. Even if research is conducted online however, Thai consumers still tend to purchase products offline. Online purchases within the Travel category are comparatively high if research has been done online.

– Search engines are by far the websites used most often for online research, followed by manufacturer websites. Other websites are being used at a similar but to a lesser extent (around 20-35%).

– Generally, search engines are used for all categories, but for Technology, Travel and Automotive related searches in particular.

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIA Thai consumer insights

– 72% of respondents agree they normally find websites via search engines. About the same share of people say they consider search engines as a help to actually finding relevant websites and being directed to them quickly.

– Search engine advertising is quite developed in Thailand – 82% are aware of sponsored links and, thereof, almost 60% use them at least sometimes.

– Attitudes toward eCommerce show that most consumers appreciate the convenience/ time saving of online shopping and, for three quarters, the internet is the starting point when doing research. 52% of respondents agree that even though they may conduct online research, they will still purchase the product offline. This could be due to difficulties that can occur with delivery/ returning products as well as the cost of delivery which almost one half of respondents finds too expensive/ unsatisfying. 71% of people state they always read the Terms & Conditions before buying a product online.

– YouTube is well-used in Thailand, visited by 85% of the respondents, more than half using on a regular / weekly basis.

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIASearch Engine

AttitudesOf people normally find websites via a search engine

Of people believe search engines help them find websites they wouldn’t find any other way

Of people believe search engines quickly help them find relevant sellers of a product they are looking to buy

Of people think the placement of a brand on the search results page reflects the importance of the brand company

72%

71%

65%

63%

Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001Top 2 on a 5 point scale=strongly agree, agree

Of people think information about a particular company, service or slogan in an offline channel has driven them to search for information online

52%Of people expect leading brands to be on top of the search results page

61%

Of people rarely or never look at more than one page of search engine results29%

Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the following statements:

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIALatest research

insights

For a full a presentation of latest TNS research findings and their implications to your plans, please contact your OMD Communication Planner to set up a meeting.

ONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIAONMEDIALatest research

insights

Produced by Strategic Resource Team, Trading with special contributions from Google & TNS

Next issue December 1st, 2010

Marketing

Thailand Media Update 2010, Mums Update, Latest Research