Brands urged to adopt online video to reach customers

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.