Raweewan Thairatananon has joined Thoughtful Thailand from Nuffnang as Group Sales Director. A former country manager of leading blogger network Nuffnang Thailand, Raweewan was responsible for the establishment and impressive growth of the Nuffnang operation over the last two years.
She also brings with her a wealth of experience in the food marketing category, having previously worked at Nutrition Sc and the Eastland Food Corporation. Raweewan holds an MBA from the Johnson & Wales University in Rhode Island and a BSc from Thailand’s Chulalongkorn University.
“It’s exciting that we’re attracting such great talent to our organization, not just in Thailand but around the world as smart people turn-on to the potential of the video marketing ecosphere,” notes Mark Ingrouille, Thoughtful’s EVP for International Operations. “Raweewan built the leading blogger network in Thailand over the last couple of years, and to have her on-board now is fantastic.”
Hollywood-based Thoughtful is one of the world’s leading multi-channel networks and has expanded rapidly in Asia Pacific over the last few months, with its China operation already by far the largest in the growing online video advertising market. In addition, monthly views for the Thoughtful network in Thailand smashed through the 200 million views per month barrier last month, double those reported in July 2015.
Thoughtful Media Group has announced its latest figures for the market, reporting an over 100% increase in audited views to 201.7 million in January.
The improved performance is a reflection of the high quality and penetration of their YouTube Creator network in the market. Viewership doubled despite the total number of creators in the network increasing from only 383 to 420 in the same period. This is an endorsement of the Bangkok team’s strategy to improve the quality and followings of their influencers by focusing on output, introducing video production tutoring, and working with video professionals to create greater demand for their product.
As important as the pure “views” data being generated is a widening of the viewership demographic. “We’re seeing more older, more engaged viewers, especially amongst stay-at-home moms, which is helping our profile with advertisers and their agencies,” states Bani Tan, managing director of Thoughtful Thailand.
The broader demographic is helping Thoughtful develop more specifically targeted campaigns in the beauty, food, automotive, and electronics sectors in addition to its strengths in other categories.
Blue chip brands, both local and international, are opting for Thoughtful campaigns and are seeing greater demand for their brands through the “Thoughtful Effect” in Thailand, leading to an increase in repeat business and new brands. This quarter has seen L’Oreal, Sony, Shell, Caltex, Panasonic, Toyota, and Canon join Thoughtful’s client roster. Leading Thai bank TMB has just signed up with Thoughtful to develop influencer-based communications for its consumer banking services.
Already the leading multi-channel network in Thailand, forecasts call for another doubling of the network in 2016.
