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.
