Thailand’s marketing industry is truly exceptional. Advertising in the Southeast Asian country focuses more on the subtle qualities of the product and brand than the obvious ones. Thai culture forces traditional advertisers to think outside the box, while rapid urbanization and sensory overload in Bangkok requires more eye-catching and memorable ads to each the hearts of target customers.
Thailand is a country with strong cultural values, and they have shaped the people in more ways than one. Growing up in a very traditional lifestyle with a culture that frowns upon things such as sex appeal, Thais have adapted their advertising approach to comply with both culture and politics.
Furthermore, Thailand’s urban cities are becoming more advertising-heavy. A ride on the capital’s public transportation system reveals how much advertising Bangkok has. Commuters are bombarded by ads on LCD screens with audio playing at distracting volumes. This puts pressure on content creators to come up with increasingly bizarre, cunning, and unique ads that will be imprinted onto the minds viewers and lead to more sales.
However, such limitations have not stopped content creators from making unique ads that have earned a place in many people’s hearts. One of the most famous ads to date has been the Tourism Authority of Thailand’s “I Hate Thailand” video, which turned out to be a great success and attracted tourists back into the country after a period of political strife.
Some of the more popular but lesser mentioned ads include ones that target the audience’s feelings and attempt to create an emotional connection. They show examples of struggling people instead of the typical product that they offer. Some ads such as these are from Thai Life Insurance and a telecom company.
With that short introduction of advertising in Thailand, please allow us to introduce to you VGI Global Media PCL (BKK:VGI), one of the top two marketing and advertising agencies in Thailand.
Invest in Thai Advertising with VGI Global Media
VGI Global Media has three main business activities: mass transit, modern trade, and multimedia.
Mass transit media consists of ads Bangkok’s mass transit system. This includes shops on the the city’s skytrain stations along with advertising on the trains themselves. In addition, VGI’s ads on buses and bus stations throughout the capital are included in this category.
Modern trade includes sales floor media, which includes various forms of media at the point of purchase or nearby, and non-sale floor media at store entrances, car parks and mall areas. Multimedia includes billboards and large LCD screens across the country, such as those plastered on office towers.
VGI Media’s great operating metrics and solid foundation allow InvestAsian to recommend this company. With a net profit margin projected at 44% this year, the company has offered great returns to investors. High net profit margin also leads to extremely high ROI and ROE of over 40% each.