Category Archives for Digital Flash

GroupM Thailand launches ‘Digital Playbook 2014-15′

We are excited to announce the launch of our second annual report, Thailand Digital Playbook, which 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. Click here to download GroupM Thailand’s Digital Playbook.

English Inquiry:
Hazel Han
Senior PR & Marketing Executive, mInteraction
Hazel.Han@minteraction.com
T. +66 2 629 6518

Thai Inquiry:
Neil Mavichak
Head of Digital Strategy, mInteraction
Neil.Mavichak@minteraction.com
T. +66 2 629 5207

 

Android Wear Trends Today

โลกทุกวันนี้ได้มีการเติบโตทางด้านเทคโนโลยีไปอย่างรวดเร็ว และ มี gadget มากมายที่ออกมา ให้เราเลือกใช้ เพื่อให้การใช้ชีวิตดีขึ้น ใช้ชีวิตง่ายขึ้น  ใช้ชีวิตสะดวกขึ้น ในแต่ละวัน ซึ่งแน่นอนทุกคนชอบความสะดวกสบาย สิ่งที่เราจะมานำเสนอวันนี้คือ สิ่งที่ตอบโจทย์ข้างต้นเหล่านั้นได้ชัดเจน คือ “Android wear”

เป็นสิ่งที่กำฮอตฮิตเลยทีเดียวสำหรับอุปกรณ์สวมใหม่ ที่ทาง Google ได้มีการเปิดตัว Android Wear ออกมา 3 รุ่นร่วมกับผู้นำแฟชั่นนาฬิกาอัจฉริยะทั้งสามเจ้า ได้แก่ Samsung Gear Live, LG G Watch และ Moto 360 อุปกรณ์สวมใส่นี้มีความสามรถในการถค้นหา แจ้งเตือน ติดตั้งแอพพลิเคชั่นเพิ่มเติมได้ มีการออกแบบรูปทรงที่สวยงาม สามารถจับจองใน Play Store และร้านจำหน่ายสินค้าได้แล้ววันนี้ นับได้ว่าเป็นนาฬิกาอัจฉริยะในระบบ Android ที่น่าสนใจอีกหนึ่งนวัตกรรมนำเทรนด์ในยุคนี้เลยก็ว่าได้

Android Wear นั้นเปรียบเหมือนระบบปฏิบัติการที่ทาง Google ออกแบบมาสำหรับนาฬิกาอัจฉริยะ หรืออุปกรณ์คอมพิวเตอร์แบบสวมใส่ได้ (Wearable Computer) โดยเฉพาะ โดยนำคอนเซ็ปต์ของเทคโนโลยี Google Now ที่มีอยู่แล้วมาประยุกต์ใช้ เพื่อทำให้นาฬิกาอัจฉริยะสามารถแสดงข้อมูลที่จำเป็น ในเวลาที่ผู้ใช้ต้องการได้โดยอัตโนมัติ โดยที่ผู้ใช้งานไม่ต้องร้องขอข้อมูล อาทิ เมื่อ Android Wear รู้ว่าคุณกำลังจะเดินทางด้วยเที่ยวบินใด และหากมีข้อมูลว่าเที่ยวบินนั้นเกิดการดีเลย์ขึ้นมากะทันหัน นาฬิกาอัจฉริยะก็จะแจ้งเตือนการดีเลย์นั้นโดยอัตโนมัติ หรืออีกหนึ่งตัวอย่าง เช่นคุณวางแผนว่าจะไปเที่ยวทะเลในช่วงวันหยุดสุดสัปดาห์ แต่ปรากฏมีข่าวพยากรณ์อากาศว่าจะเกิดมรสุมคลื่นลมแรงในช่วงเวลาที่คุณจะไปเที่ยว นาฬิกาอัจฉริยะก็จะแจ้งเตือนให้คุณทราบข่าวนี้โดยที่คุณไม่ต้องร้องขอ เทคโนโลยี Android Wear จึงเป็นการนำข้อมูลมาใกล้ชิด และรับใช้มนุษย์ได้มากขึ้น

Android Wear มีอยู่ 3 ฟังก์ชันหลักๆ ด้วยกัน ได้แก่ หน้าจอ Home Screen แบบ Google Now ที่สามารถใช้นิ้วเลื่อนเพื่อเปลี่ยนดูข้อมูลประเภทต่างๆ ได้ ฟังก์ชันที่ 2 คือแสดงการแจ้งเตือนต่างๆ ที่ถูกส่งมาจากสมาร์ทโฟนของคุณ และฟังก์ชันที่ 3 คือฟีเจอร์สำหรับการแสดงข้อมูลที่เกี่ยวเนื่องกับกิจกรรมที่ทำ เช่นแสดงอัตราการเผาผลาญแคลอรี่ในขณะที่ออกกำลังกาย

Home Screen ของ Android Wear มีชื่อเรียกว่า Context Stream ทำหน้าที่แสดงการ์ดข้อมูลต่างๆ ในสไตล์ของ Google Now โดยข้อมูลที่นำมาแสดงจะมีความสัมพันธ์กับบัญชี Google ของคุณ รวมถึงข้อมูลที่สัมพันธ์กับตำแหน่งที่อยู่ ณ ปัจจุบัน และข้อมูลที่สัมพันธ์กับประวัติการท่องเว็บไซต์ของคุณเป็นต้น โดยผู้ใช้งานสามารถเลื่อนดูข้อมูลจากการ์ดต่างๆ ด้วยการใช้นิ้วเลื่อนในแนวตั้ง

และหากคุณต้องการสั่ง Android Wear ให้ทำบางสิ่ง (อาทิ การตั้งเวลาปลุก, ส่งข้อความ หรือสั่งให้สมาร์ทโฟนเริ่มเล่นเพลง) ให้ออกเสียงพูดว่า “OK Google” หรือแตะที่ไอคอนตัว g ในหน้าจอ Home screen มันก็จะพาคุณไปยังหน้าจอที่ใช้เริ่มต้นในการสั่งงานฟังก์ชันต่างๆ

ที่นำเสนอไปเป็นเพียงฟีเจอร์บางส่วนของแพลตฟอร์ม Android Wear ที่ทาง Google นำเสนอต่อกลุ่มนักพัฒนาซึ่งเป็นข้อมูลที่ทำให้นาฬิกา หรืออุปกรณ์สวมใส่ที่จะถูกพัฒนาขึ้นมาบนพื้นฐานของแพลตฟอร์มนี้ดูน่าสนใจไม่น้อย และเมื่อถึงเวลาออกวางจำหน่ายจริง เราคงต้องมานั่งลุ้นกันอีกทีว่ามันจะเจ๋งจริงอย่างที่คิดเอาไว้หรือไม่

ความคิดเห็นของผม สิ่งนี้เป็นสิ่งที่น่าสนใจทีเดียว เป็นสิ่งที่ทุกคนจะให้ความสนใจเป็นพิเศษ แต่ถึงอย่างไรก็ตาม โลกทุกวันนี้ได้ก้าวเข้าสู่ ยุคแห่ง Digital อย่างเต็มตัว มีของมาให้เราเลือกใช้หลายอย่างในตลาด ยังไงก็เลือกกันให้เหมาะกับ life style ของเรา ผมหวังว่าเจ้าตัว Smart Watch นี้ มันสามารถจะทำให้ชีวิตของคนดิจิตอลมีความเป็นอยู่ที่ดีขึ้น ในการใช้ชีวิตประจำวัน อีกทั้งรวมไปถึงคนอื่นๆที่หวังว่าจะได้มีโอกาสได้ใช้ไอ้เจ้าตัว Smart Watch นี้และ ผมคิดว่าพวกเขาก็น่าจะหลงรักมัน

Credit: ณัฐพัชร์ แง้เจริญกุล, PR Executive

 

Happy 7th birthday, mInteraction!

Every  year in May, mInteraction turns one year older (that’s 10 years in digital life!). Our office culture is captured perfectly in our Instagram – with plenty of work (including juggling multiple projects, campaigns, and a tonnage of passion), enjoying casual beer Fridays, fun features in Digital Market Asia here and Marketing Interactive here, and also a successful inaugural digital event, FOCAL 2014 here.

 

The Year of the Mobile (Screen)

In early April, Thailand was introduced to digital TV with more channels and content changing TV viewing habits forever. Now, viewers have more channels and broadcasters are expected to produce quality and greater variety of content. Traffic is migrating from online web and PC to the mobile with the affordability and popularity of budget smart phones as the numbers and daily time spent on this device is rising. YouTube and digital TV with mobile will especially highlight premium branded content.

Thanks to the proliferation of 3G and 4G service, video advertising is expected to grow by 20-30% (Google Thailand, 2014). We see a shift towards premium (branded) content including YouTube or Internet TV in long form to support a variety of screen sizes with responsive design. Wider mobile network coverage and higher internet speeds means consumers can catch up with their favorites including Hormones, Club Friday the Series, and music videos as they look for quality content at its best. Millions of hours of video are watched daily on YouTube, and one-third view via mobile devices.

14.54 YouTube million views for single episode

2.3 YouTube million views for single episode

1.97 YouTube million subscribers

Among the multitude of video forms including pre-roll, mid-roll, and post-roll and increased lengthy full clips, series, webisodes, and mobisodes, reach opportunities and time spend is significant for paid video. YouTube Thailand will also broaden opportunities for local online video creators and copyright owners to earn ad revenues.

Now is the time to strategize on digital hand in hand with the mobile screen, which will become the next big fad in the Thailand digital scene. A winnig combination. This is a glimpse of GroupM Thailand’s digital playbook, to be published in July. Stay tuned!

 

Moving Forward 2014 – Digital Perspective: Part 2

Rather than a traditional text message, consumer are now engaging in more full-fledged customized/unique content. This allows the developers to expand its products into e-commerce arena as LINE Sticker, Games or Picture instead of being haunted by the past. This type of adaptive marketing is filling the overlooked niche for high personalized and responsive brands. The digital + mobile screen is the future as the stability of Internet changes the way people consume media; from traditional to mobile screens. The rise of new idols, transforming room for a NOBODY to SOMEBODY, is proliferated online. Other than BaiToey and Ying Lii, who were known by their catchy music and dance, once the content went viral, many parody and cover videos are made and being posted digitally by nationwide fans.

Thai pop sensation and digital idol, Baitoey

THE YOU & ME GENERATION for Thais means love to show and share. Other than being the second most popular Instragram check-in city after New York, being unique is in the gene of the Bangkokian. We can see the big infiltration of self-photo enhancing applications, such as ‘Camera 360’, the ideal ‘Instagram’ filters, and ‘Photowonder’ or ‘Perfect 365’ that capture the most beautiful photos. The health-activist boomer is taking over the city. Nobody can deny the signs from marathon events, ‘selfie’ pictures of muscular meatheads in the front of fitness mirrors, to groups of cyclists in midnight around town or even a group of friends having fun in a boxing room. It’s clear that health and fitness activities have become the big trends for Thais and an ideal validation to show-off on their social networks. One of the massive trends the Thai are really make them into it is to be part of the contribution of the current affairs and issues that rock the nation’s core through S(H)O(W)cial Contribution. For Thais ourselves, in celebration of His Majesty King Bhumibol’s Birthday, #longlivetheking hashtag became the fad in all types of social networks.

For more information, please contact
mInteraction | strategy & communication

 

Moving Forward 2014 – Digital Perspective: Part 1

mInteraction | strategy & public relations department view 2014 as the threshold year – from behind the typical traditional media, the onslaught of new media forms and moving ahead, the digital engagement trends. Marketers have the edge to stand out and stay in touch with Thai consumers. Here’s a key summary of what’s going on, overall thoughts, and where the industry is heading.

Marketers need to take full advantage of new communication technology. As 3G spirals into slow speed, faster and transferable data is needed to further satiate smartphone users. In 2013, leading mobile operation networks TrueMove and AIS began test-introducing 4G services within Bangkok trimming borders between consumers and whichever information based on their curiosity to embrace this trend or not. Social news is the new ENTRUSTED NEWS as the social network and instant messaging are changing consumer’s time consumption methods. In light of the anti-government protest and the great giraffe challenge, such content creation and sharing are manifesting in multiple media formats ranging from photos, videos, and music. Influencers, celebrities, and branded products distributed throughout such social channels via owned and earned media are valuable assets for marketers. Google & Wikipedia, the Holy Grail of Information, is becoming the go-to entrusted source of information with more than 75% of young Thai college students heavily relying on these search engines as their standard (mInteraction intelligence 2014). Based on search-related results of consumer’s past usage and behavior on the web, this has spurred developers to invent fantastic applications that could predict the informative, elusive, and indefinable in the process such as a nearby recommended restaurant, the taxi trapper, bus/train time predictors. Smart Devices and new technology is also the answer with technology software such as iCloud, fileapp or Dropbox, becoming a necessity over convenience. The New Year in 2013 officially marked the end of SMS greetings as they dramatically disappeared from the screen. In lieu of text messaging, free apps such as Whatsapp, LINE and Facebook-chat are the spotted emerging favorite trends empowering consumers.

 

CES 2014: Reality Check of the Future

For the new year, technology gets an upgrade and the gadgets introduced are mind blowing. How familiar are you with the devices of tomorrow? Would you buy into these trends and embrace a newer way of life? mInteraction summarizes the best gadgets and gives you a technology run-through.

1. Intel’s wireless charging bowl – where users could drop their devices and have them recharge effortlessly using magnetic resonance technology. The one major disappointment? Only able to charge a headset from Intel.

2. Ventev charger – the portable charger that goes on and on, you win. The Powercell 6000+ is a battery charger that directly plugs into a wall outlet, equipped with two USB outputs able to charge two mobile devices simultaneously. The battery can juice up your handset with 25 hours of talk time.

3. Philips Screeneo HDP1590 – the design can be propped up at less-than-optimal surfaces from ultra close distances; offering few features to boot including Android apps, Bluetooth, and Miracast; low latency makes it worthy for gamers.

4. Samsung’s user-bendable TV 85U0B – This mind-blowing product gives you a rush of power and the small servos behind screen can bend the edges of the TV out into a soon-to-be transformed curved shape.

5. iRobot Scooba 450 – it’s a robot with a bold claim to eliminate 99.3 percent of the waste on your hard floor – even the dirtiest of bacteria like E. coli and S. aureus.

6. Crock-Pot WeMo Smart Slow Cooker – the first slow cooker you can control via your smartphone, control and monitor cooking times and temperature while getting those reminders. It’s set to be launched in Spring.

7. LaCie sphere -sleek, sexy, and shiny, this 1TB portable drive comes with a spherical chassis made out of silver-plated steel offering fast USB 3.0 performance and mainly for the cool and rich.

8. Lumus DK40 smart glasses – Try to visualize a pair of Smart Glasses that shows notifications, calendar entries and so on. EyeSight in collaboration with Lumus has invented a Google Glass-like product with see-through display also allowing gesture control. Stay tuned until this bad boy hits the market.

9. Kolibee toothbrush – the world’s first connected teeth cleaner collects data on your brushing habits then communicating with your iOS or Android smartphone all possible with Bluetooth technology. With the app, you can have real time feedback and long-term reporting.

10. Pebble smart watches with serious fashion and technology cred – asides from being a very nice looking watch to wear, this wearable tech is functional with reliable software and is growing full of apps compatible with iPhone and Android that go beyond telling time.

These are ten of our favorites that would really bring up our gadget game for the new year and a reality check for the future of technology.

 

Happy Holidays from mInteraction!

mInteraction will be away during the holidays to spend time with our families. In the meantime, here is a wonderful animated presentation of the stereotypical mInteraction staff compiled into a video by one of our interns (Credit: Aunnop Suthumno). You can find us on TwitterFacebook, or Linkedin. Have a great holiday! x

 

2013 THAILAND DIGITAL PLAYBOOK

The 2013 Thailand Digital Playbook was issued by mInteraction, a digital division of GroupM (Thailand) to provide an easy-to-read overview of digital behavior in Thailand, including market insights, trends, and macroeconomic data, all drawn from syndicated and proprietary GroupM research and partners. This is a summary of key digital advertising and media statistics.

01. A digital world

A global perspective for brand advertisers

Global digital advertising spending is breaking all records in a multitude of (digital) forms meaning the desktop, laptop, tablet, and/on the mobile for brand advertisers in 2013. Digital is hitting its first phase of inevitable revolution where advertising and marketing communication industry will go entirely digital within a decade.

02. Thailand digital scene

Biggest opportunities for brands in Thailand

The Thai market growth remained strong despite the flood. Most experienced a drastic budget cut at the end of 2011 and slow investment in January. In March 2012, marketers began to invest heavily and focus on digital advertising. This also aligns with the regional and global trends in the sense that digital advertising is if not only growing in itself but also driving the total advertising growth.

03. Invest in online video

The screen has changed

The three main drivers for online video usage are (a) wider access of broadband Internet and the 3G launch (b) more air-time to maximize the return of video content and development and (c) the growth of video content in general.

04. Drive engagement

Amplify through owned + earned media

The power of social media should not be underestimated for 2013 for its efficiency, ease, and frugality. In lieu of traditional paid approach, the continuous growth of social media will increase limitless opportunities from doing owned and earned approach over simple paid planning.

05. Buy an audience, skip media placements

Focus on buying + targeting

Marketers should consider not only to buy media placements, they should focus on audience buying and targeting individual profiles. The evolution of online media buying has brought vast technologies such as Demand Side Platforms and Real-Time Bidding to Thailand. Inventory is soon a commodity and by adding data to differentiate it, we can better target specific audiences and even individuals.

06. Integrate the purchase journey

Bridging ATL and digital

The more our clients become educated on search always on and the campaign based concept, the more they will realize the significance of search. The next logical step for them is to try aligning their SEM budget and keywords with their above-the-line execution. The ideal social and search engaged customer journey is when digital will complement above the line.

07. Get mobile right from the start

The value and role of mobile

The Mobile High Speed market is rapidly growing thanks to faster networks, higher penetration of smartphones and popularity of mobile applications. By the end of 2012, there were 10,000 3G enabled base stations in Thailand. Mobile phone operations will collectively invest THB 20 billion this year to improve 3G network developments. Moreover, smart phone penetration in Thailand is reach 16% and there were 1 million tablets by the end of 2012.

08. Measuring beyond clicks

Being intelligent with intelligent tools

As the Thailand digital landscape has changed quite significantly, it’s time for marketers to become better equipped with Intelligence Tools, including measurement and monitoring in order to improve their digital planning and campaign performance from time to time.

For more information, please contact the author: hazel.han@mInteraction.com

 

Demystifying Adaptive Marketing

Adapted from Forrester, its latest report ‘Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age’, is all about offering highly personalized and responsive brands to the consumers. Extracted from Advertising Age’s article here, this outlines the new 4 Ps of Marketing, permission, proximity, perception, and participation in lieu of the traditional, decoding data based on customers’ interests and needs for marketers to redefine tailored campaigns and amplifying the marketing mix at all touch points throughout the journey. Among the biggest brands to name a few, adaptive marketing is infiltrating the digital space quickly becoming the universal strategy for marketers who get it right. We’ve rounded up some winners that demystify the art of adaptive marketing from the graveyard of mass-production-and-we-sell-you-buy campaigns still living in the past.

1. Take the most basic need and disrupt – Australia’s largest risk mitigator for Insurance Australia Group (Creative Effectiveness Lion at 2013 Cannes Lions International Festival)

Car Insurance Australia Group decided to take the hundreds of parts its competitors did not cover in their vehicle insurance. Having too many parts, they became a glorious full-fledged car. The company assembled its team of mechanics who were directed by the public, which parts they wanted in their cars. Parts came in while consumers were pouring in requests on its social media platform. The parts became the advertising itself and even the car stereos were placed in bus shelters where people cranked music through them using their mobile phones. Cracking the most basic need with an adaptive marketing opportunity steered CIAG in the right direction.

2. Make really personalized packaging and break your consumers in – Coca-Cola, Share a Coke Names (Creative Effectiveness Lion at 2013 Cannes Lions International Festival)

In Australia, 150 names appeared on millions of bottles of Coke. Why? 50% of teens /adults hadn’t even tasted coke and the brand needed to discovery a way to reconnect, get personal, and invite Australians all over the world to share a coke. Linking online and offline with Sydney’s most iconic billboard with a picture of your friends and you and the personalized packaging that came afterwards, the country fell in love with Coke again. Thousands of requests flooded the brand and new names were released as everyone was invited to share a coke. This customer satisfaction and relevancy for the brand ensures users are unlikely to switch brands.

3. Respond quick to cultural clutter with individuality (hello, new cookie?) – Oreo Daily Twist (Cyber Grands Prix at 2013 Cannes Lions International Festival)

Oreo turned 100 years old, that’s huge. It’s so old, it needed a twist. The brand created 100 ads in 100 days transcending pop culture, the digital world, and everyday conversation all at once. It was 100% responsive, daily. Oreo scoured the online space to see what people were talking about. After a popular topic was discovered and concept developed, the production team waited to execute. The brand-new ads were pushed to the cookie’s social networks by 6 pm every evening. ‘Pride’, Oreo’s first Daily Twist, became a cultural sensation following the next 99 Twists celebrating the extraordinary in everyday life.  Response-based marketing with cultural connotations can have a powerful effect on a brand.

Seamless integration of the entire media process will help the adaptive marketer to take full advantage of this new form of marketing instead of being haunted by the old fashioned tricks and tools that are a thing of the past. Are you ready to upgrade your repertoire?

 

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