THE EFFECT OF DIGITAL MEDIA TECHNOLOGY ON THE WORK OF ADVERTISERS IN THAILAND

Abstract

Advertisers must adapt to digital media changes with current market competition and communication technology developments. Especially the popularity of social media today has affected the workflow of advertisers changing. This qualitative research explored the impact of media technology on the advertising working process through in-depth interviews with advertisers from the creative department of six leading advertising agencies in Thailand. The findings revealed that 1) the media technology, especially on social media channels, forced advertisers to have less time to work. Communicating through social media needs speed, and the media is short-lived. 2) Advertisers cannot embed complex creative ideas in the ads as the audience does not have enough exposure time to interpret complex messages as in old media. 3) The budget for producing each piece of media will be less, and the level of meticulousness in production has decreased. Consumers do not want serious production work like traditional and social media jobs that require speed rather than meticulousness.