Previously, we have shared on our blog that from 2012 to 2017, there are digital shift in marketing in Thailand, meaning that digital channel marketing is increasing. Today let’s look at what changes have occurred in 2018 and the first half of 2019 and how is it accelerating?
We hope you find it useful for future marketing plans in Thailand.
Digital Advertising expenses in Thailand (~2019)
Source：Digital Advertising Association (Thailand) / DAAT
Thailand’s digital advertising spending has increased 36% from 2017 to 2018, reaching a total of 17 billion baht by the end of the year. The Japanese yen is 51.0 billion yen (calculated as 1THB = 3 yen). Japan’s digital advertising expenses in 2018 are 1,758.9 billion yen (116.5% compared to the previous year) (Dentsu: Japanese advertising expenses | quoted from advertising expenses by medium), so in comparison, the Thai digital advertising market is still small yet it’s showing a huge growth and it has continuing to grow over the years.
Thailand digital advertising spending continues to grow but is projected to close the year at a slower rate than 2018 (+19% vs +36%). Total digital spending in 2019 is expected to exceed 20 Billion baht (Reference: Digital Advertising Association (Thailand) KANTAR).
Next, let’s take a look at the changes in advertising expenses from 2018 to present 2019 for the four mass media (TV, newspaper, magazine, radio), which are representatives of traditional Thai advertising.
Thailand Mass 4 Media Advertising Expenditure by Media
Comparing 2018 and 2019, we can see that advertising expenses for media other than digital TV are decreasing. This may be cause of fast online media growth as digital media gets closer to consumers behaviors each day.
Let’s take a look at what kind of industries cooperated in digital spending in Thailand. In 2017, communications was the biggest digital ad spender.
Digital advertising expenses by industries in Thailand (2017)
Source：Digital Advertising Association (Thailand) / DAAT
Digital advertising expenses by industries in Thailand (2018)
Source：Digital Advertising Association (Thailand) / DAAT
How was it changed from 2018 until now? In 2017, 1st place was communications companies but from 2018 it has dropped by 18% with the automotive industry holding down 13% of the total.
Digital advertising expenses by industries in Thailand (2019)
Source：Digital Advertising Association (Thailand) / DAAT
In 2018, the automotive industry was the largest digital advertising spender, followed by telecommunications companies and skin care. In Thailand, however, the introduction of next-generation communications standards “5G” is not yet expected, so in 2019 it is expected that skincare will overtake communications.
Let’s see what kind of digital advertising media/platform these companies are running.
Digital advertising expenses by media in Thailand (2019)
Source：Digital Advertising Association (Thailand) / DAAT
Of all media, Facebook is the most expensive, followed by YouTube, creatives, and displays. We believe that creative and display, primarily video-related formats, are expected to grow the most by the end of 2019.
Finally,
We can help you with digital marketing for Thai market. If you have any problems, please feel free to contact us.
