Torboon Puangmaha, the CEO of M-Web (Thailand), hopes online advertising will jump dramatically in Thailand over the next four to five years as the number of "Netizens" here reaches a critical mass.

Currently, online ads are still meagre in Thailand, their estimated value in the region of just a few

hundred million baht

annually, or less than 1 per cent of the country's annual total ad revenues of Bt90 billion.

Torboon, 37, who holds a master's degree in business administration from Pennsylvania State University, says it's necessary to generate a large number of users via content, communications and communities before advertisers start to come in in large numbers and increase their spending.

At present, Web portals like to say they're at the foot of the mountain. Yet, they can see its peak on the horizon.

Torboon, previously vice president for broadband services at KSC Commercial Internet, is currently responsible for the operation of M-Web's www.sanook.com, the country's No-1 website. The portal currently has an average of 260,000 unique IP users per day, and over 7 million page views per day, accounting for 40 per cent of the overall Thai market.

Sanook.com's user approach is three-pronged. First, range of content, which is essentially that provided by the mass-media firms.

Second, its communications - the rapidly-increasing number of blogs or personal digital diaries and photo albums. Third, its community,

aspects such as forums and Web boards.

"As for Web albums, these have become very popular lately as Thais like to share. For instance, many members post their video clips or pics on the Web after returning from holidays.

"It's now more convenient than before, since most new mobile phones have built-in cameras, the contents of

which can be uploaded onto the Web for those personal photo albums.

"Blogs are also increasingly popular, especially with those who are 20 or younger.

"It's encouraging to see the younger generation keen to write  blogs.

"However, I guess many older people still shun writing and prefer to communicate via the photo albums.

"As for the forums and Web boards, it's now common to invite celebrities to come into our studio and meet their fans on the Web. Last June, we got one of the Academy Fantasia winners here for a live chat with some 500 fans simultaneously. You can join in from anywhere in the world if you have Net access.

"At present, we have about 800,000 registered members. In terms of a social digital network, we've the Web boards, blogs and albums. In terms of information search, our members have access to all key newspaper and mass media sites as well as Web radio, TV, etc.

"You can even create your own personal radio station and invite friends to be the audience. Maybe, the next Talk of the Town DJ could be you after a digital debut.

"Currently, 60 per cent of our members are 25 or

younger. Their common interests are mainly about love and entertainment, especially games, music, videos and travel.

"In view of their interests, we've lately introduced a sort of Web dating service for those looking for a boyfriend or girlfriend.

"Now, over 100,000 photos are posted, with the number of page-views topping 100,000 per day. In fact, you could PR yourself out there for jobs in the entertainment sector.

"In terms of advertising, we've shifted the direction from display, banner or moving ads towards new, more effective and precise ads. For instance, if you search for a key word such as cars, ads will come in the form of direct links to websites of car companies.

"The cost for advertisers is based on the concept of pay per call, since you'll be asked to leave your phone number at the sites and then you'll be reached by the advertisers at the latter's expense.

"In effect, we're sort of a matchmaker, matching the sellers with prospective buyers.

"Hopefully, the online ad market will soon grow by leaps and bounds. In the US, it's now worth 4-5 per cent of the total US ad market. We hope to achieve that level here in the next 4-5 years," he said.

Nophakhun Limsamarnphun

nop1122@yahoo.com