Thai: Advertisers, media agencies optimistic

Leading media and advertising agencies are optimistic that their business could rise as much as 12 per cent to Bt135 billion this year, provided there is no new political strife, as there has been strong ad spending through free-TV while alternative media is on the rise.

The full launch of third-generation cellular services will also open more opportunities for local digital creative agencies. Businesses at large expect to experience intense competition as a result of high growth business including non-alcoholic beverages, skincare products, automobiles, telecommunications and retail.

Ad spending in alternative media, such as cable/satellite TV, out-of-home and digital media, enjoyed double-digit growth in 2012, but 60 per cent of total ad expenditure was still in TV.

Vichai Suphasomboon, CEO of Aegis Media (Thailand), the country's second largest media agency, said last week that quality content and production was the key to success for local TV broadcasters. Stakeholders keep investing in that area because strong television programmes remain attractive to local advertisers and boost their TV ratings.