Digital media and content development are driving the advertising industry, says Subun Khow, the chief creative officer at Dentsu Plus.
He said consumer topics that start on social media networks such as Facebook, YouTube, Twitter, Instagram and Line have made the consumer the one dictating the message.
Parames Rachjaibun, chairman of the organising committee for the awards, said although communications platforms are changing, ideas and creativity remain the most important factors for successful ads.
"Co-creation between consumers and brands is the key to how current advertising works," he said.
But Mr Subun, who will chair the judging panel at this year's Adman Awards, said mainstream media TV continues to dominate both advertising spending and communications effectiveness, as this is the primary way Thais consume media, particularly upcountry.
Marketers must find a way to communicate brands powerfully, one that meets customer needs without using trends that create negative issues, he said.
On-usa Lamliengpol, president of the Advertising Association of Thailand, said ad memory is short-lived here, as consumers have so many channels from which to receive information.
"This is a major problem for advertisers. What should they do to make consumers remember their brands and products?" she said.
Thais are active consumers of online media, reflected in the high number of check-ins at places such as Suvarnabhumi airport and Siam Paragon shopping mall, she said.
Increasing media channels have led to a scattering of ad spending on online, cable/satellite TV and digital TV.
"With the proliferation of digital media and other channels, marketers must increasingly realise a balance between sales growth, ethics and responsibility," said Ms On-usa.
The Adman Awards and Symposium 2013 will be held on Oct 16 in CentralWorld.
About the author
- Writer: Saengwit Kewaleewongsatorn
Position: Business Reporter