Bangkok reaps transit ad boom

BANGKOK: Transit advertising is booming in Thailand, jumping by 82 per cent in the first nine months as slumping budgets force advertisers to look for more efficient alternatives. ACNielsen reported that an additional 163 million baht (US$3.7 million) was spent on transit advertising in the first nine months, with growth driven by the BTS, better known as the Skytrain. The service has emerged as a popular buy due to the clear target market demographics it is able to hand advertisers. Since its launch last year, the Skytrain has become the transport of choice in traffic-choked Bangkok for locals between 18-35 years, who can be categorised as A, B and C1 affluent working people. "Because of falling budgets, advertisers are moving from mass media like newspapers to transit advertising," said CIA Media Innovation managing partner Ichaya Santitrakul. "It is more expensive but the exposure is far greater and more targeted at Bangkok consumers." An estimated 250,000 people currently use the Skytrain daily, a figure that has been boosted by a 50 per cent reduction in fares and special ticket deals introduced early this year. Standard Chartered Bank set the ball rolling, signing a 30 million baht deal for six months to cover the sides of all 35 trains. "The BTS has been an exceptional area to do some advertising," said OMD managing director Martin Dufty. OMD has found opportunity in spaces that are not normally sold, such as the windows. It recently ran a campaign using BTS windows for DBS Bank.

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