Out-of-home (OOH) media may not have the reach of online media but it still has plenty of room to grow to serve changing consumer lifestyles and a higher level of mobility, according to media research company Kantar Worldpanel Thailand.
Thailand's OOH media market is becoming increasingly important as urban people in Bangkok and major provinces make 11.8 million trips a day on average, or 344 million trips a month.
According to research, Thai people are spending more time exercising and enjoying entertainment out of their home, and this creates more sales opportunities for many product categories such as drinks and snacks, said Aitsanart Wuthithanakul, Kantar Worldpanel Thailand's business development manager.
"Understanding the 4 W's (who, what, when, where) will help brands formulate a winning strategy when using OOH media to communicate with consumers," he said.
Kantar Worldpanel recently released a new media survey tool called "OOH purchase panel" to help fast-moving consumer goods brands understand consumers' purchasing habits for snacks and drinks.
The panel revealed that brands and advertisers need to link their products to the right occasions and find the right shoppers and channels to sell them.
Kantar Worldpanel is a world leader specialising in consumer behaviour and has been the largest consumer panel in Thailand since 2000. It analyses more than 700,000 shopping trips throughout the year.