FOCUS - OUTDOOR ADVERTISING: Outdoor media stages recovery in Thailand

<p>Outdoor media in Thailand has recovered from recession lows of </p><p>1998, when billboard advertising basically disappeared overnight. </p><p><BR><BR> </p><p>Many advertisers were finance companies and property developers that </p><p>were hard hit by the financial crisis. While figures have not reached </p><p>pre-recession figures, the sector has made an impressive comeback and </p><p>attracted new companies and outdoor applications to Thailand. </p><p><BR><BR> </p><p>OMD managing director Martin Dufty said selling outdoor media remained </p><p>an important tool for media buyers. </p><p><BR><BR> </p><p>"Outdoor media is still viable in the Thai marketplace. We buy outdoor </p><p>media because there are lots of fun and funky things you can do with </p><p>it." </p><p><BR><BR> </p><p>Mr Dufty said prices remained stable and were not a problem, but the </p><p>length of commitment to the space was an issue. </p><p><BR><BR> </p><p>"Length of commitment is a downside. Billboard owners will tell you one </p><p>month, then three and if more than six months then it could easily </p><p>become a one year deal." </p><p><BR><BR> </p><p>Production costs for new technologies like trivision were becoming more </p><p>common in the country, and Mr Dufty predicted rates would continue to </p><p>drop in the near term. </p><p><BR><BR> </p><p>However, Initiative Media managing director Wannee Ruttanaphon said </p><p>billboards were not a media of choice and most companies that commonly </p><p>used them had gone out of business. </p><p><BR><BR> </p><p>More importantly, the impact of outdoor media was difficult to gauge, </p><p>and clients want results from advertising dollars spent. </p><p><BR><BR> </p><p>"Most clients only spend on outdoor media if they have extra cash, or </p><p>during a product launch to raise awareness," she said. </p><p><BR><BR> </p><p>"How do you measure the success or impact of a billboard when TVCs give </p><p>you better feedback for the money." </p><p><BR><BR> </p><p>MMTI Marketing (Thailand) entered the country late last year and </p><p>specialises in digital imaging using acrylic based lacquer paints on </p><p>pure white vinyl, the first of its kind in Thailand. </p><p><BR><BR> </p><p>This process gives clients up to five years of use compared to six </p><p>months for normal cloth billboards. </p><p><BR><BR> </p><p>According to Ms Wannee, prices are often quoted in US dollars and the </p><p>new materials are up to 30 per cent higher than local competitors, and </p><p>this puts off many potential clients with limited budgets. </p><p><BR><BR> </p><p>"The production costs are very expensive and drive away many clients </p><p>when they find out billboard production will cost more than the rent," </p><p>she said. </p><p><BR><BR> </p>