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.

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