VGI PLC (‘VGI’), the leader of Offline-to-Online (“O2O”) Solutions across advertising, payment and logistics platforms, participated in GroupM FOCAL Marketing Solution Conference 2020, one of Thailand’s largest annual digital marketing forums. Hosted by GroupM, the world’s leading media investment company, the event brough together industry experts to provide an overview of Thailand’s digital landscape and consumer behaviours, from macroeconomic data to market insights, along with information on the latest trends and technologies.
VGI and Plan B Media Public Company Limited (‘PlanB’), the leading Out-of-Home (OOH) advertising agency with extended network across Thailand, were given the honor to present on stage on the topic “The Evolution of Thailand OOH Industry: Data & Business ROI.” Showcasing VGI’s successful transformation to become the top O2O Solutions provider, Ms. Kredrada Benjaathonsirikul, VGI’s Strategic Development Director, highlighted how the company has leveraged its rich data pool of 30 million customers across its three platforms to provide targeted, precise and measurable marketing solutions that create unique customer experience as well as drive business ROI.
PlanB’s Chief Business Development Officer, Ms. Phakwan Wongphontawee, offered her perspectives on the trends for the OOH advertising industry as it continues to recover from the impact of the COVID-19 pandemic, and shared an update on PlanB’s latest technology for OOH measurement, the Magnetic Platform, which is designed to help marketers gain actionable insights from eyeballs reached and audience profiles to optimize their campaigns. As a traditional media that is about creating impact and experience, and with digitisation helping to bring in avenues for creativity and connection, Ms. Phakwan believes OOH will continue to grow alongside its online counterpart.
The key focus for the digital marketing industry in the next 12 months projected at the FOCAL 2020 is that marketers and brands will need to keep a close watch on the changing consumer behaviours as a result of COVID-19 and leverage insights gained from data analytics to target consumers and design communication campaigns to meet their expectations as closely as possible in order to maximise ROI. As for the media sectors that will create the greatest consumer awareness, the Conference highlighted OOH at the top, followed by Facebook, TV, YouTube, JOOX and Instagram.