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SPOTLIGHT ON
ENTERING MYANMAR – 10 KEY TAKE AWAYS
USE TV, BUT THINK DIGITAL
Brand communications have been all about visibility, and television accounts for half of all advertising spend for good reason – in front of TV screens is where most people spend the bulk of their leisure time, if they have access to a TV set. Billboards have been another strong medium in a market where visibility and saliency are essential. With little competition in most categories,
5 brands have not had to differentiate themselves or fight for loyalty, so visibility has become a marker of quality in people’s minds. TV, therefore, remains vital. But the rise of smartphones in the past year is giving huge numbers of people
their first internet connection, and this is where consumers are now seeking their information – and their entertainment. Brands should start planning their digital communications, and think not just mobile first, but mobile only.
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