VGI collaborated as a key participant in the 4th edition of the MAAT Media Awards, organized by the Media Agency Association of Thailand (MAAT)
As part of the prestigious MAAT Media Awards’ 4th installment, VGI proudly contributed to the celebration, underscoring the evolution of Thailand’s marketing landscape. The event, themed “Divergence: The Art of Future Thinking,” aimed to propel Thailand’s marketing industry forward by championing efficient advertising strategies.
During the proceedings, Mr. Krittin Kulsri, Senior Business Development Manager representing VGI, elucidated the company’s approach to refining performance measurement methodologies for Out of Home (OOH) advertising campaigns. This discourse was particularly relevant given the escalating potential of OOH media in shaping the future of advertising.
Mr. Krittin Kulsri emphasized VGI’s commitment to precision and efficacy in data analysis, drawing from an array of sources including traffic metrics, frequency assessments, and reach indicators sourced from BTS passenger data. Additionally, the integration of advanced technologies such as Cell Beacons and Grid Reach further enriched audience insights, enabling a nuanced understanding of consumer behavior within proximate media environments.
The methodological backbone of VGI’s approach lies in the amalgamation of data-driven insights with algorithmic computations, yielding actionable metrics such as Eyeballs & Reach, Audience Insight, and Business KPIs. These metrics, derived from formulas like Traffic x Screens x Opportunity to See, serve as reliable barometers for assessing advertising and media investments, thereby guiding strategic decision-making in the dynamic marketplace.
This year’s MAAT Media Awards attracted a formidable lineup of 229 submissions from 21 esteemed agencies across the nation. Following meticulous adjudication, 128 entries progressed to the final round, with outstanding contributions earning coveted distinctions: 35 Bronze, 19 Silver, and 10 Gold awards. Notably, Initiative Thailand clinched the Initiative Thailand accolade for its exceptional performance, while the Grand Prix honor was bestowed upon KFC’s captivating Fried Chicken Incense Stick campaign—a testament to the ingenuity and creativity prevalent within Thailand’s marketing fraternity.
