Due to low purchasing power and con

Due to low purchasing power and continuing political uncertainty, advertisers will for the time being take a cautious approach to spending their budgets through media such as out-of-home, transit, in-store and billboards, forecasts Kinetic Worldwide (Thailand).

"We expect to witness a slowdown until the end of next year. This year, out-of-home media business is expected to see growth of only 3 to 5 per cent. This projection was revised from the earlier prediction of 15- to 20-per-cent growth," Surachet Bumrongsuk, country manager of the out-of-home media agency, said yesterday.

In the first nine months, only transit media saw positive growth - of 20.75 per cent to Bt2.6 billion - while other media formats faced a decline.

Outdoor media witnessed a 10-per-cent drop to Bt3 billion, while in-store suffered a 6-per-cent decrease to Bt2.02 billion.

However, the change of communication technology and consumer behaviour in the digital age is opening more doors both for advertisers and planning and buying media agencies to adapt their marketing strategies, and is helping them to understand customers much more effectively, he said.

He said that amid the emergence of digital media, engagement with digital and social media is a must-have tool for marketers and advertisers to communicate with customers in urban areas like Bangkok and second-tier provinces.

The expansion of the mass-transit system in greater Bangkok will also present more chances to add advertising space. Normally, Bangkok residents spend about 10 hours a week commuting and travelling in the city.

"Unfortunately, people connected to the digital and social network now spend most of their time using smart phones and tablets rather than paying attention either to the transit or outdoor media they pass," Surachet added.

To attract targets' attention, digital screen and interactive out-of-home media are the next big things that media planners and buyers are focusing on.

He said digital-screen out-of-home ads would be placed at prime high-commuter-traffic locations. Meanwhile, presentation with animation and entertainment content is crucial to engaging a target audience, particularly young-generation customers.

Interactive out-of-home media is also another key communication tool, and marketers should place such advertising in places like shopping malls or public parks.

This interactive media should allow consumers to snap, tab and screen via cutting-edge technology like quick read code, augmented reality and near-field communication for brand engagement, he said.

During this process, marketers could offer special rewards to participants, such as discount vouchers, samplings and related privileges, he added.

To create a greater impact on marketing, Surachet said public-relations activities were also required to build awareness and attract attention.

Apart from the mass audience in Bangkok and major provinces, the growth of in-store media nationwide is another key factor that will boost advertising spending via out-of-home media, as this development has changed people's lifestyle and behaviour in the provinces.

For example, they now spend more of their weekend time in hypermarkets, rather than at home, he said.