OMD rolls out Optimum Impression in Thailand

Optimum Media Direction (OMD) has rolled out Optimum Impression in

Thailand to provide advertisers with their first comprehensive

evaluation of Thai print media.

OMD managing director Martin Dufty said the study would offer tangible

benefits to its clients, by helping them manage print advertising

expenditures in a more effective manner.

He mentioned ad position and size as two of the studies most surprising

results.

"Buyers think the difference between left and right side rates seems

high," he said.

"But here (in Thailand) there is not a significant level of difference

between respondents noting left or right side ads, which leads one to

believe that it is not worth paying a premium for right hand ads."

When asked on the impact of position, size and colour in advertisements,

respondents gave an equal 67 per cent weight to either side in

newspapers, while right side ads in magazines had a slight advantage (73

per cent) over left side ads (67 per cent).

Newspaper ad size also had minimal impact. Respondents noted full page

ads 82 per cent of the time, compared to 72 per cent for half page

ads.

Ad size mattered more in magazines, where 77 per cent said they noticed

double page advertisement compared to 59 per cent who noted strip

ads.

Black and white newspaper ads were noted by 65 per cent, similar to 72

per cent that noted colour. The impact in magazines was higher, where

colour recognition was 72 per cent compared to 49 per cent for black and

white.

OMD general manager Wilai Somdungjate said the study reinforced the

perception that Thai print media remained an effective advertising

tool.

"The print media and press remains strong in Thailand.

"We still see the print media as a potent source for brand building and

reaching a target market."

Business newspapers Than Settakij and Prachachart Turakij had the

highest editorial integrity among respondents, receiving scores of 85

per cent and 81 per cent respectively.

The two English-language dailies, The Nation and the Bangkok Post,

received an equal news credibility score of 80 per cent from

respondents.

The survey interviewed 1,010 respondents face to face in Bangkok, Khon

Kaen and Chiang Mai. The respondents were between 15-49 years old and

the newspaper titles covered were Thai Rath, Daily News, Khao Sod,

Bangkok Post and The Nation. Magazine titles covered were Dichan, Kwan

Ruen, Dara Phappayon and TV Pool.

The survey was conducted by international research agency ACNielsen.

Mr Dufty said the company will next launch Web Direction in Thailand, an

online media planning software system designed to maximise value on the

Internet.