Product owners have chosen to use digital media to advertise their brands using "brilliant" content during the slow economy in a bid to explore new sales opportunities at lower expense.
On-Usa Lamliengpol, president of the Advertising Association of Thailand, said a key strength of digital media was the ability to access and interact with target audiences quickly and at lower cost.
"A fast and accurate evaluation of specific target groups is also possible," she said.
"This certainly affects the creative thinking of marketers who understand the importance of digital media and its integration with other media in campaigns to boost sales and expand consumer bases."
Ms On-Usa's view reflects this year's theme of "The New Frontier" at the Adman Awards and Symposium, honouring creative ads that feature new attitudes and approaches along with strong characters.
"Creative types are boldly trying to make a difference with ads that help to widen clients' customer bases," she said.
Advertising has become more complex, and consumers have been redefined into many groups, from key influencers to product users.
For instance, users of a men's product interact with ladies, who may in turn prove influential in other men's purchasing decisions or could even buy the product for their own boyfriends.
Weerachon Weeraworawit, chairman of the judges' panel at the awards, said this year's winners presented ideas and new ad styles, combining new elements used widely in new media and which fit well with the event's main theme.
The ads have strong storytelling and characters but also are successful in delivering brand messages to their target customers, he said.
The big trend and key element for creative people, Thais and foreigners alike, is the use of brilliant content ideas as the main tool in creating ads to build brand image and encourage sales.
This year's Adman Awards and Symposium had 762 nominees, down 20% from last year, in categories such as film, radio and events.
Digital media was the only category to see a slight increase in number of entries.