Popularity of online video, mobile draws ad dollars from TV in Thailand

The increasing availability of inexpensive smartphones, coupled with the growing popularity of online video in Thailand is helping to convince brands to shift ad dollars from television to online opportunities.

“Video is the next frontier for advertisers and the growing popularity of online video is astounding,” Siwat Chawareewong, the CEO of GroupM Thailand’s digital division said in a Bangkok Post article.

A combination of short form news and entertainment clips from popular sites like Sanook.com, MThai.com and Kapook.com, along with premium content like English Premier League (EPL) to second and third screens is drawing millions of visitors daily, Siwat said.

Plus, reports the Post, the price to watch EPL games on mobile devices is about 22% that of watching them on television.

Siwat said Thailand’s 20 million smartphone users are an easily accessed audience for advertisers planning to show pre- and post-roll ads, but suggested brands look to adapt their online ads, which generally run 15 seconds, to a more bite-sized seven or eight seconds.

For more, see this Bangkok Post story

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn