GroupM Thailand launches 'Digital Playbook 2014-15'

MInteraction, the digital division of GroupM (Thailand) announces the launch of its second annual report, Thailand Digital Playbook, aims to highlight best practice in Thai-digital industry for the next 12 months.

Thailand Digital Playbook provides an overview of digital behaviour in Thailand, including market insights, trends, and macroeconomic data, all drawn from syndicated and proprietary GroupM research and partners. It provides a summary of key digital advertising and media statistics.

In mid-2014, Thailand rode the digital wave with the onset of Digital TV, the arrival of YouTube Thailand and 4G’s induction, which caused marketers to get a serious facelift for online advertising. In the Playbook, mInteraction foresees and dives into these trends outlining the shifts that define and shape the next 12 months. New forms of entertainment, narrative content and brand experiences are hot on the heels of marketers as evolved online media, TV, and mobile become all crucial.

Expectations for faster and convenient experience are increasing exponentially. For Thailand, the mobile screen with the advent of 4G will become an integral channel for business, education, health care, finance, and more. Taking full advantage of new technology, trusting social news, relying on the information gateway and sure-fire predictions via smart devices, viewing Internet TV, net idols in the making, the unapologetic digital ‘braggies’ and ‘selfies’ – are a few trend drivers to name for the coming year.

Brands need to become naturally adept, personalized, and rise to the challenge to be relevant to consumers’ devices, new user experiences, and performance marketing and measurement tools. No longer able to take a backseat, small brands will be riding hot on the coat tails of giant brands in this digital era. Marketers will need to get down to digital brass tracks and prioritize these new tools and opportunities presented in the book.