Advertising industry in Thailand - statistics & facts
Thai commercials are known for their thought-provoking content. In the past decade, ad spending in Thailand has fluctuated alongside economic progress and rising consumer expenditure. Traditional media such as television, print, and radio, once dominated the market, has eroded as rivals such as digital caught up and gained market share. More corporations are relocating their budgets to online and social media platforms employing advertising ploys such as banner ads, sponsored content, and influencer marketing.
Consumer attitudes regarding advertising in Thailand vary; however, authentic, entertaining, and shoppable content are the aspects that determine the success of the ads. In the coming years, mobile advertising and video content are projected to grow in importance alongside personalization and data-driven advertising methods.
On the other hand, OOH advertisement spending rebounded post-pandemic as the number of commuters resurged. The growth of smartphone and internet penetration, the rise of e-commerce, and the popularity of social media in Thailand have made online advertising a crucial channel to connect with users. Hence, influencer marketing and sponsored content are common marketing strategies. Brands collaborate with influencers on social media such as Instagram, Facebook, YouTube, and TikTok, as well as e-commerce platforms like Lazada and Shopee, to reach online shoppers.
While traditional media such as newspapers and magazines still have their grip, Thailand's advertising business is set to continue its digital transition. This is due to its ability to reach targeted audiences, provide measurable results and cost-effective products, and offer interactive or multimedia content.
Leading advertisers in Thailand
Historically, the retail, automotive, and FMCG industries have been the foremost marketers. In the first quarter of 2024, Unilever (Thai) Holdings and Procter & Gamble (Thailand) were among the major advertisers in Thailand. Telecommunications businesses also invested heavily in advertising, particularly after introducing 4G and 5G networks. E-commerce and tech firms raised ad spending as well. Thai MSMEs frequently concentrate on local advertising campaigns.Consumer attitudes regarding advertising in Thailand vary; however, authentic, entertaining, and shoppable content are the aspects that determine the success of the ads. In the coming years, mobile advertising and video content are projected to grow in importance alongside personalization and data-driven advertising methods.
Traditional vs. digital advertisements in Thailand
Despite the rising popularity of digital and out-of-home (OOH) advertising, television remains a crucial medium in the country. Television is expected to take the highest advertising market share of Thailand’s advertisement spending in 2024. Popular TV stations and programs have a large viewership, making it an excellent approach to reach a diverse audience. New brands and campaigns gain traction from commercial breaks.On the other hand, OOH advertisement spending rebounded post-pandemic as the number of commuters resurged. The growth of smartphone and internet penetration, the rise of e-commerce, and the popularity of social media in Thailand have made online advertising a crucial channel to connect with users. Hence, influencer marketing and sponsored content are common marketing strategies. Brands collaborate with influencers on social media such as Instagram, Facebook, YouTube, and TikTok, as well as e-commerce platforms like Lazada and Shopee, to reach online shoppers.
While traditional media such as newspapers and magazines still have their grip, Thailand's advertising business is set to continue its digital transition. This is due to its ability to reach targeted audiences, provide measurable results and cost-effective products, and offer interactive or multimedia content.
