Central Group, a leader in retail and service business in Thailand, has launched The 1 Ads, a Retail media leader with the most media coverage in Thailand. It showcases Central Group’s synergy by leveraging the group’s vast network of online media and 3,200 media spots at 66 stores in 38 provinces.
The 1 Ads allows brands to create comprehensive awareness which leads to real purchases, the first for the out-of-home media industry in Thailand.
The strategy is to develop Precise Targeting with O2O media by utilizing data to efficiently reach the desired target groups with measurable results. Performance metrics are derived from The 1’s data & insights, the acknowledged expert of data-driven marketing in Thailand.
Jirat Vongpisarn, Head of The 1 Ads – Central Group said about The 1 Ads, “Central Group launched The 1 Ads as a one-stop shop for a better omnichannel experience. The 1 Ads brings together all of Central’s retail media assets, including point-of-purchase (POP) displays, digital signage, out-of-home (OOH) and online advertising. POP and online media not only builds brand awareness for consumers but is also a powerful tool to influence consumers decision at the critical moment of purchase.
Central Group’s Retail Media has the potential to reach over 60 million shoppers per month. We also have The 1 onboard to lend support with its data and insights technology. This enables brands to perform segment targeting by selecting the right media at the right location and time, which is both measurable and effective. Central Group has set targets for The 1 Ads to generate 1.6 billion THB of annual revenue or capture a 7% market share of total OOH media value.”
Kawin Tangudtaisak, Managing Director – The 1, noted, “One of our current strategies to make marketing more efficient is Precise Targeting. This is a new phenomenon for OOH media, and The 1 is delighted to be supporting The 1 Ads to provide a new, better personalized experience to customers. We achieve this by integrating data and insights with both online and offline Retail Media.
The 1 has a massive database recording real shopping behavior of all lifestyle segments, and a team with expertise in data analytics. We believe that these advantages, combined with Central Group’s Retail Media network, will empower us to impact consumers nationwide. The 1 Ads is a game-changing solution that brings customer targeting to the next level.”
Data from Advertising Association of Thailand (AAT) indicates that OOH Media remains a top choice for brands to reach a large number of consumers, second only to television and online media. OOH media has the highest growth out of all media types at 15-20% in 2023, while online media is the fastest growing in the past 5 years.
Although OOH Media is known for its outstanding ability to build brand awareness, Retail Media is the only category of OOH that can create direct impact on conversion. The 1 Ads is the leader in both OOH and online Retail Media in Thailand, it is the hub of retail media consisting of shopping malls & retail under Central Group such as Central Pattana, Robinson Lifestyle Mall, Central Embassy, Power Buy, and Central Group’s online media channels.
The 1 Ads currently has a portfolio of 3,200 media spots. These are located at POP and can reach over 60 million customers every month. The 1 Ads boasts the following 3 outstanding features:
- Customization by the Power of Data: The 1 Ads uses its powerful data and insights expertise, based on real transaction data, to enhance retail media planning under its Precise Targeting strategy. Marketers are helped to select the desired customer segments, resulting in better Return on Ad Spend (ROAS), which is unprecedented for other OOH and online media. In the future, The 1 Ads plans to implement other technologies such as AI cameras and programmatic digital OOH to gather more data and communicate more accurately with target segments.
2. One-Stop Shop for Better Omni Experience: The 1 Ads is the centralized hub for all media in Central Group. This assists marketers and media agencies to plan media across all media types with better coverage to build a seamless Customer Journey connecting both offline and online worlds. Retail media under Central Group comprises of Digital Screens, Static Media and Event Spaces. Meanwhile, online media (The 1 APP) provide comprehensive communication to customers.
3. Point-of-Purchase Advertising: The 1 Ads manages an extensive collection of retail media at POP. This allows brands to reach consumers when they are most likely to make a purchase, making it an incredibly effective way to create brand recall, impulse buying, and drive sales. Brands can also combine promotions or other marketing campaigns at POP to further stimulate purchases.
With these features, The 1 Ads offers Retail Media solutions that leverage data and insights to cover the entire customer journey, from online product information to in-mall brand awareness. It can even re-target customers after they have left the mall or store. This enables brands to offer the most relevant advertising experience to consumers, boosting their buying opportunities.
Potential advertisers or Retail Media ad planners wishing to consult with The 1 Ads can contact via: LINE Official Account: @The1Ads, Email: [email protected], Telephone: 065-494-6382
