Web use passes TV in Thailand

Thais use web 16 hours a week & TV 10 hours, web 49% vs. TV 36%, but TV 69% of ad spending, web only 3%.

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Internet use surpasses watching TV in Thailand

25/06/2013
Suchit Leesa-nguansuk, Senior Reporter

Thais' time spent online surpassed that of watching television, says Google Thailand.

Thais spend around 16 hours a week on the internet, compared with 10 hours for TV.

But internet advertising spending remains very low compared with TV media, said Ariya Banomyong, the country head for the search engine firm

Most Thais spent time on four online media: TV, computers, smartphones and tablets.

Based on a Nielsen study, Mr Ariya noted time spent on the internet via mobile phones accounted for 49% of all media use, edging out time spent watching TV at 36%.

"Advertisers need to focus more on online marketing and advertising to cash in on changing consumer behaviour," he said

The Digital Advertising Association of Thailand (DAAT) said TV media still took up the majority of Thai ad budgets at 69%. Online ad revenue made up only 3% of total ad spending, while revenue from mobile ads was less than 1%. 

All figures were from 2012.

However, the DAAT forecast Thailand's online media spending will grow by 50% to 4.5 billion baht this year thanks to increasing use of full commercial 3G.

The number of internet users in Thailand is expected to reach 42 million by 2016, up from 35 million currently.

Google Thailand found its search engine traffic on mobile phones surged from 10% to 40% of the total during the past 18 months, he added. 

The top three internet ad buying sectors are technology and mobile firms, automotive and tourism operators.

Sitthichoke Nopchinabutr, director for telecom business of Thai Samsung Electronics, a top digital advertiser, said the company will double its digital media budget this year for both internet and mobile.

Samsung is also looking to spend more on emerging ad channels, including digital TV and satellite and cable TV.

Mr Sitthichoke said online media are an effective tool to help companies measure customer feedback and engagement.

(Source: Bangkok Post, ADVERTISING, Internet use surpasses watching TV in Thailand, 25/06/2013, Suchit Leesa-nguansuk, Senior Reporter, link) 

 
Internet Advertising Vocabulary

advertising   - สิ่งโฆษณา, สิ่งที่ใช้ในการโฆษณา, งานโฆษณา
advertising revenue
advertising agency - ธุรกิจโฆษณา

advertise - ลงโฆษณา
advertiser - นักโฆษณา

advertisement  - การโฆษณา
ad - Same as "advertisement"

budget - an amount of money able to be spent on something งบประมาณ (See Wikipedia)
ad budgets
digital media budget

surpass - pass something; do better than something or someone; go over or beyond something เกิน, เลย, เกินกว่า, เลยกว่า

internet use surpasses watching TV in Thailand
time spent online surpassed that of watching television.

spent - used ที่ใช้ไป
time spent online

compared with- เปรียบเทียบกับ
Thais spend around 16 hours a week on the internet, compared with 10 hours for TV.

media - news and entertainment outlets such as newspapers, TV stations, radio, and magazines and the internet; public ways of communicating news and information สื่อ

TV media
digital media

online media
online media spending

search - to look somewhere carefully in order to find something ค้นหา
search engine- โปรแกรมค้นหา

firm - a company บริษัท
search engine firm

But internet advertising spending remains very low compared with TV media, said Ariya Banomyong, the country head for the search engine firm.

smartphones - mobile phones that offer advanced features so they become a lot like a computer (See Wikipedia)

Most Thais spent time on four online media: TV, computers, smartphones and tablets.

edge out - beat or pass by a small amount or difference
the internet edged out time spent watching TV at 36%.

Based on a Nielsen study, Mr Ariya noted time spent on the internet via mobile phones accounted for 49% of all media use, edging out time spent watching TV at 36%.

online - connected to the internet
online marketing and advertising

focus - the main thing it is concerned with ให้ความสำคัญ

consumer - someone who buys and uses goods and services ผู้บริโภค
consumer behaviour - what people do when they buy things, how they search, shop and compare different products (See Wikipedia)

cash in on ... - make money from..., make a profit from ..
cash in on changing consumer behaviour.

Advertisers need to focus more on online marketing and advertising to cash in on changing consumer behaviour.

majority - more than 50 percent of a group ส่วนมาก เสียงส่วนมาก
the majority of Thai ad budgets

took up - used

TV media still took up the majority of Thai ad budgets

revenue - income from taxes or business activities รายได้
ad revenue

online ad revenue
online ad revenue made up only 3% 

The Digital Advertising Association of Thailand (DAAT) said TV media still took up the majority of Thai ad budgets at 69%. Online ad revenue made up only 3% of total ad spending, while revenue from mobile ads was less than 1%. 

figures - amounts, statistics, numbers describing the economy 
All figures were from 2012.

forecast - a statement about what will happen in the future based on information available now พยากรณ์
forecast Thailand's online media spending will grow by 50%

commercial - for business purposes
commercial 3G
partial commercial 3G
full commercial 3G
increasing use of full commercial 3G

However, the DAAT forecast Thailand's online media spending will grow by 50% to 4.5 billion baht this year thanks to increasing use of full commercial 3G.

expected - believe will happen คาดว่า (จะเกิดขึ้น)

The number of internet users in Thailand is expected to reach 42 million by 2016, up from 35 million currently.

traffic - the number traveling to a place during a period of time (people, aircraft, ships, trains, cars, trucks, etc.) ความหนาแน่นของจำนวนคน หรือยานพาหนะในช่วงเวลาใดช่วงเวลาหนึ่ง
search engine traffic 
search engine traffic on mobile phones

surged - increased quickly เพิ่มขึ้นอย่างรวดเร็ว  
traffic surged

Google Thailand found its search engine traffic on mobile phones surged from 10% to 40% of the total during the past 18 months, he added. 

operators - companies doing some business
automotive and tourism operators.

The top three internet ad buying sectors are technology and mobile firms, automotive and tourism operators.

telecom - telecommunications, dealing with telephones การโทรคมนาคม หมายถึง การสื่อสารทางไกลโดยใช้โทรศัพท์ เคเบิล โทรทัศน์ วิทยุและโทรเลข
telecom business

double - to become twice as big, twice as much or twice as many เพิ่มเป็นสองเท่า
the company will double its digital media budget this year

Sitthichoke Nopchinabutr, director for telecom business of Thai Samsung Electronics, a top digital advertiser, said the company will double its digital media budget this year for both internet and mobile.

channel - marketing channel, a way in which a company makes its products available to customers (or advertisements)
ad channels - a way that a company advertises its products

emerging - new, appearing or coming into existence now
emerging ad channels

looking to - planning to do (in the future)

Samsung is also looking to spend more on emerging ad channels, including digital TV and satellite and cable TV.

feedback - when output from an event in the past influences the same event in the future (when an event is part of a chain of cause-and-effect that forms a circuit or loop, the event feeds back into itself (See Wikipedia)
customer feedback 

engagement - being involved in something การพัวพันอยู่กับ
customer engagement - being involved with customers (talking with them, knowing them)

effective - works well, gets the job done; producing the result that was intended ได้ผลดี
an effective tool - a tool that works well
an effective tool to measure customer feedback and engagement

Mr Sitthichoke said online media is an effective tool to help companies measure customer feedback and engagement.