At Marketing Oops! Summit 2026, industry leaders from iQIYI Thailand, Plus Sixty Six, and WPP Media Thailand joined a panel discussion, moderated by Kanokporn Pratchayaset from C.P. Group, to explore how changing viewer behavior is creating new opportunities for marketers.
Key insights from the session:
• Vertical Drama is no longer an emerging trend — it is becoming a mainstream attention channel driven by mobile-first consumption habits.
• Fast pacing and strong cliffhangers are essential for retaining audiences in an increasingly competitive content landscape.
• Brands can play a much larger role than traditional sponsorships by becoming part of the storyline, or even co-owning content IP.
• Data-driven content development is critical for understanding audience preferences and maximizing engagement.
• Success should be measured beyond views, focusing on engagement, conversions, and downstream business outcomes.
One of the most important takeaways: brands should stop thinking about Vertical Drama as simply another advertising placement. Instead, it should be viewed as a storytelling ecosystem where content, commerce, creators, and community work together to drive impact.
As consumer attention continues to fragment, the brands that win will be those that adapt their storytelling formats to match changing behaviors.
#MarketingOopsSummit2026 #VerticalDrama #MicroDrama
#ContentMarketing #BrandStorytelling
#CreatorEconomy #DigitalMarketing
#THELEMONSHOT
