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SMARTIES™ Business Impact Index 2025 – Thailand

Attracting thousands of submissions annually from around the globe, the Business Impact Index recognizes the best-of-the-best. Our proprietary methodology developed in collaboration with WARC, the global authority on advertising and media effectiveness, compiles the rankings using finalist and winner data from the awards programs across the globe. Search by region or company type. The MMA […]

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How Programmatic DOOH Helps Brands Leverage The Airport Environment

  Airports provide a unique environment for advertisers.   From an audience behaviour perspective, brands are able to take advantage of the excitement that comes with travel. Studies have shown that brands advertising at an airport are perceived as premium, improving positioning with both leisure and business travellers. This is especially true at Kempegowda International Airport

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From Campaign Thinking to System Thinking: Why Marketing Architecture Needs to Be Rebuilt?

From Campaign Thinking to System Thinking: Why Marketing Architecture Needs to Be Rebuilt?

For more than a decade, marketing growth has largely been driven by one dominant logic: better campaigns lead to better results. Teams optimize targeting, creatives, and media buying strategies, expecting incremental gains to translate into sustainable growth.  Yet across industries, a different pattern is emerging. Customer acquisition costs continue to rise, conversion rates plateau, and the effectiveness of incremental spend declines. What once

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Unconstrained Banking: Awakening customer through a Brand Experience Ecosystem

Unconstrained Banking: Awakening customer through a Brand Experience Ecosystem

As banking applications gradually fall into a “sea of sameness,” pure convenience is no longer enough to maintain a competitive edge. This article deciphers the psychology of “Lazy Loyalists” and proposes in-depth Brand Experience (BX) strategies to break through user apathy. Through the SCT (Strategy – Creative – Technology) model from Novaon Digital, you will find the solution to

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Advertising’s Next Shift: From Post-Campaign Analysis to Pre-Campaign Intelligence

Advertising’s Next Shift: From Post-Campaign Analysis to Pre-Campaign Intelligence

The next frontier in advertising will have less to do with making content faster and more to do with making decisions earlier. For all the attention on generative AI, speed is only part of the story. The bigger shift is that brands can now assess likely creative effectiveness before a campaign goes live. That turns

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Garbage In, Genius Out? Why You Can’t Outrun Bad Data with AI

AI is rapidly becoming a core component of modern Martech and CX stacks. But without the right foundation, AI doesn’t create intelligence – it simply scales bad decisions faster. It’s like installing a high-end GPS in a car with a broken engine –  the tech is impressive, but you’re still not getting very far.  Many brands are rushing  to deploy predictive models, generative tools, and automation layers before addressing basic data challenges. Inconsistent

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AI for Moment-Based Media Planning in Tier-II/III India

India’s next wave of digital growth will not be won in metros. It will be won in Tier-II and Tier-III markets and by brands that arrive before attention peaks, not after.  With India’s internet user base crossing 900 million driven largely by affordable data and regional content consumption, advertisers are entering a market that is mobile-first, language-diverse, and moment-driven.

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The Hidden Returns of Marketing That Campaign Reports Miss

The Hidden Returns of Marketing That Campaign Reports Miss

Performance marketing metrics have earned their place in the modern marketing stack. ROAS, conversion rate, short-term sales lift – these are legitimate signals of campaign effectiveness, and the infrastructure built around them has made marketing more accountable than ever before. But there’s a growing tension that senior marketers across APAC are quietly reckoning with: the

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When AI Kills The Click, Brands Must Earn Inclusion

When AI Kills The Click, Brands Must Earn Inclusion

The Algorithmic Moment of Truth Marketing was built on visibility: impressions, rankings, clicks.   AI breaks that model.  Decisions now happen before the click—inside AI generated answers. This isn’t a channel shift; it’s a value shift. AI compresses choice. Brands are either included or ignored. There’s no scroll, no comparison, no second chance.  Visibility is no longer rented through media pressure. It’s earned through

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