DOI: 10.14457/tu.the.2019.448
title: Key attributes of effective online advertising on internet users in Thailand

description: As more companies and brands in Thailand started to realize the opportunity in the online market, digital advertising expenditure is expected to exceed THB 20 Billion by the end of 2019 (DAAT, 2019), the competition on online advertising is on the rise and is expected to be more intense in the future. That is why marketers in Thailand need to understand and be able to utilize the right online marketing tactics for the right marketing purposesThis study is a contemporary topic in applied marketing that focuses mainly on 3 objectives. 1.) To study is to identify the positive & negative impacts of each online advertising attributes on internet users in Thailand. 2.) To understand the actions, the Thai audience takes when they see each type of online ad. 3.) To evaluate the effectiveness of each online advertising medium.In terms of research methodology, this research will use both qualitative and quantitative methodologies to conduct the research. The exploratory research will be conducted by in-depth interviews and secondary data research. For descriptive research, it will be conducted through an online survey with around 200 respondents who are internet users from ages between 18 to 65 and live in Thailand in order to understand the relationship between demographic, psychographic, and internet usage behavior on the effectiveness of an online advertisement.In order to understand how each group of people feel and respond toward each type of the ads and also to understand which factors have a significant impact to the overall satisfaction and understand its relationship for each type of the ads. A descriptive analysis method had been used including frequency analysis, correlation analysis, compare mean analysis, cluster analysis, and regression analysis through a statistical software called SPSS.The results show that there mainly 2 type of variables that have significant impact to the overall performance of the ads. The internet usage behavior and the attitude toward each ad. The cluster analysis classified the audience into 3 segment based on their internet usage behavior, the internet love, the internet hater, and the internet skeptics. These segment each have their own unique traits and their own attitude toward each type of the ads. In terms of factors that impact the effectiveness of the ads negatively are the repetitiveness of the ads and the disruption of the audiences’ decision making process which result in the lower score of satisfaction level. Further look into the compare mean analysis, the result shows that the ads that are likely to get click the most are shopping ads and search ads. The attribute that these two ads share in common is the low level of annoyance despite the high frequency of being seen. Another interesting finding from the ANOVA analysis is the negative relationship between the satisfaction level of the internet skeptics towards the remarketing ads which shows that they are more concern about the internet security and data privacy. They dislike the ad type that used their data to target them accurately despite the low level of annoyance.