Brands urged to adopt online video to reach customers
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Online video is predicted to be the next big thing in online communication tools to promote brands, thanks to the high penetration of budget smartphones and on-the-go lifestyles.
Arpapat Boonrod, managing director of global media research company TNS Thailand, said digital media dominated the lifestyle of Thai people. They spend an average of 4.2 hours a day on online media, far surpassing the 2.6 hours spent on traditional TV screens.
To cope with the rapid change of media consumption in Thailand, collaboration between traditional and new media is the best way for brands to communicate with target customers, she said. Brands should create online videos on a customised basis, adopt a multi-screen tactic and an on-the-go approach to create an effective strategy.
Questions & Answers
Q.What is the primary reason brands are being encouraged to use online video?
What is the primary reason brands are being encouraged to use online video?
Online video is seen as the next major communication tool because of the widespread use of affordable smartphones and people's active, on-the-go lifestyles, which facilitate easy access to digital content.
Q.How much time do Thai people spend on online media compared to traditional TV?
How much time do Thai people spend on online media compared to traditional TV?
Thai people spend an average of 4.2 hours daily on online media. This significantly surpasses the 2.6 hours they spend watching traditional television screens, indicating a major shift in media consumption habits.
Q.What approach should brands take to communicate effectively in Thailand's changing media landscape?
What approach should brands take to communicate effectively in Thailand's changing media landscape?
Brands should focus on collaborating between traditional and new media platforms. They also need to create customised online videos, employ a multi-screen tactic, and adopt an on-the-go approach for their strategy.
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