Digital ads see 15% hike in first half

Digital advertising grew nearly 15% in the first half of the year as more brands and companies switched to digital media, says the Digital Advertising Association of Thailand (DAAT).

Norasit Sitivechvichit, a DAAT director, said digital media has become increasingly popular as the priority choice for advertising products and services.

Haircare, skincare, automotive and non-alcoholic drinks companies prefer digital advertising to convey their message to target customers. Moreover, the cost of digital media is usually lower than that of traditional mass media like TV and newspapers.

According to the DAAT, digital advertising stood at 4.73 billion baht in the first half and is estimated to reach 9.88 billion for the whole year, up 22%.

Of the 2016 projection, ad spending on Facebook will account for 2.84 billion baht, up from 1.9 billion in 2015, while YouTube will represent 1.66 billion baht, up from 1.5 billion last year. Ad spending on Line is expected to see the highest growth at 131% this year.

A joint survey by the DAAT and TNS Research (Thailand) predicts that top spenders on digital advertising this year will be automotive firms, which are expected to spend nearly 1 billion baht, followed by skincare (974 million), telecommunications (915 million) and nonalcoholic drinks (627 million).

Mr Norasit said digital advertising has grown in tandem with increasing internet usage and social media popularity.

“The use of digital marketing will continue to be one of key trends for brands and marketers in the near future,” he said.

The DAAT said the shift of ad spending to digital media will continue and the budget allocation to this media outlet will increase if companies truly understand how to engage consumers.