Amid the digitalisation of advertising media, the head of global media agency Starcom MediaVest Group has said the company enjoys the big proportion of worldwide revenue from new-media advertising.
John Sheehy, Starcom’s president, said that in Thailand 45 per cent of the company’s revenue came from non-traditional media – far above the industry average, which accounted for just 5 per cent of total advertising expenditure.
Sheehy said major brands like Procter and Gamble (P&G) and Sumsung were emphasising digital and social communication in order to engage directly with customers and to prepare for possible risks in social conversation. For example, the company managed 13 of P&G’s Facebook fanpages for its social campaigns.
Apart from that, he said clients required new ways to help improve the effectiveness in marketing communication on top of the use of mainstream media. The new methods included digital data analytics, social and mobile engagement and innovation. Sheehy said his company anticipated that half of its total revenue would eventually come from non-traditional media.
He acknowledged that convincing clients of the benefits of this trend was the hardest part, as they believed that mainstream media still played a key role for marketing and brand communication.
“To encourage those clients to understand the power of our new-media strategy, the company has to persuade them to prepare 70 per cent of their total advertising budget for mainstream media like TV, radio and newspapers, while 20 per cent should be earmarked for digital and social media and the remaining 10 per cent should be spared for creating new innovation,” he said.
Sheehy said that to ensure an effective advertising spend in non-traditional media for clients, the company prepared cutting-edge analytical tools and talents to work with big data in order to deliver meaningful results.
“Thailand is one of the fastest-growing markets in terms of digital and social media spending in Asia-Pacific,” he said. “This market is also important for the group. Apart from Thailand, the group also focuses on Indonesia.”
Starcom is among the top strategic media planning and buying agencies in the Kingdom. Other key players in this Bt135-billion-a-year industry are Initiative, OMD and Mindshare.