Spending rise predicted in Q4
- Thursday, October 15, 2009, 18:30
- Business
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Spending rise predicted in Q4
Advertising spending is expected to increase in the last quarter of this year after falling for more than six months due to the downturn, says the Advertising Association of Thailand.
“We have seen some good signs since the third quarter and total ad spending this year will be on par with 89 billion baht last year,” said AAT chairman Parames Rachjaibun.
When the economy is bad, ad budgets are the first to be cut as firms reduce expenses. But the current crisis is less severe than the slump in 1997 and the Thai economy is now improving, he said.
Many product and brand owners have realised ads are necessary to communicate with consumers during tough times so the industry has not been affected that much, he said.
The Nielsen Company, a media research firm, said first-half ad spending fell by 5.11% from a year earlier to 41.9 billion baht. However, monthly media expenditures in August rose for the first time this year, climbing 2.8% year-on-year to 7.74 billion baht.
Ad agencies, however, must adjust to changing demands from clients with limited budgets who expect higher returns on their spending, he said.
The trend for ad spending in 2010 will depend in part on the government’s creative economy project, he said.
“It is difficult to predict the ad spending trend next year. I think a key driver for the sector is government policies, especially the creative economy project,” said Mr Parames.
TrueVisions’ approval from MCOT Plc to run commercials on its pay-TV channels will not be a key factor to spur the industry next year because ad agencies want to see True’s airtime rates first, said Mr Parames.
But he forecast that TrueVisions’ freedom to air commercials would force free-TV stations to improve their content because agencies will have more choice.
On Tuesday night, the AAT held the 2009 Adman Awards, which attracted 752 entries from TV commercials, print ads and integrated marketing communications, down 25% from last year.
Ogilvy & Mather Advertising took the top prize as agency of the year. Phenomena won production house of the year and Verasu Retail Co was named advertiser of the year.
The best TV award went to Brand Connections Co for its “Khon Thai-Phra Maha Wudhijaya Vajiramedhi” and “Khon Thai-Phai Soysraklang” for the Yuvabadhana Foundation.
Leo Burnett & Arc Worldwide Thailand took the best print award for “Stadium of Dreams” for Heineken.
This year, the association added the category of Interactive and Digital Media in response to the growing role of online media and internet marketing. The category has four sub-categories: advertising (banners and pop-ups), website design, viral advertising and integrated interactive campaigns.
Only two entries won gold medals this year: Far East DDB for “Phoenix 29 Chuan Ploi Kong” for Mama Shrimp Creamy Tom Yam Flavour in the single viral ad category, and JWT Bangkok for “Avatar” for Oriental Princess in a viral ad campaign.
* Published: 15/10/2009 at 12:00 AM
* Newspaper section: Business
http://www.bangkokpost.com/business/telecom/25661/spending-rise-predicted-in-q4
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