New system in Thailand evaluates advertising effectiveness across all platforms

New system in Thailand evaluates advertising effectiveness across all platforms
Though television still dominates the advertising industry, the number of viewers continues to decline as a result of migration to other screens like smartphone and tablets.

Though television still dominates the advertising industry, the number of viewers continues to decline as a result of migration to other screens like smartphone and tablets.

To deal with this challenge, Mindshare and Nielsen have jointly launched a dual-screen rating system as a new option for clients wanting to maximise the effect of their marketing campaigns and advertising spending across media.

"Inspired by the country's largest advertising spender Unilever (Thai) Holdings, Nielsen and Mindshare started developing the pilot project two years ago for parallel ratings for television and online in Thailand," Sinthu Peatrarut, Nielsen's managing director for media client leadership, said yesterday.

Unilever requested a cross-media rating system after observing that younger consumers, particularly those aged between 15 and 29, were spending less time watching TV and more time on their personal computers and mobile phones. According to Mindshare's latest data, time spent on mobiles is now outpacing TV. During daytime, Thais on average spend 167 minutes on a smartphone, 96 minutes on a laptop, 95 minutes on a tablet and just 78 minutes watching TV.

Moreover, key digital-media platforms such as Facebook, Line and YouTube and online publishers like sanook.com and kapook.com are growing in terms of active users.

Mindshare and Unilever saw these trends as a huge opportunity to set up a system for planning commercial spots on various media most efficiently.

Piyanuch Meemook, head of digital strategy at Mindshare, said her company had created a new methodology for evaluating audience ratings for TV and online in parallel.

With this method, the company would fuse the results from Nielsen's television audience measurement and online campaign ratings to measure the value per baht of each campaign.

Last year, nearly 100 Unilever campaigns were tracked, with satisfactory results.

Piyanuch said multi-screen behaviour was increasing, but online marketing had now become more effective than TV for reaching specific targets.

"By having this new measurement, our clients will have more room to enhance incremental reach to targeted audiences by appropriate budget allocation via online media," she said.

After the launch of the rating system, Piyanuch hopes that her key accounts such as PepsiCo and Ford will be encouraged to apply this new tool on their new campaigns in the near future, while this new service also draws attention from new clients.

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