Dig­i­tal ads tipped to rake in Bt15 bn for 21% lift this year


SPEND­ING on dig­i­tal advertising in Thai­land is ex­pected to ex­ceed Bt15 bil­lion this year, mark­ing growth of 21 per cent from last year.

Pacha­ree Per­mvongu­sawa, busi­ness unit head - Dig­i­tal, Pub­li­cist One and Com­mit­tee of Dig­i­tal Advertising As­so­ci­a­tion (Thai­land) (DAAT), said the 2018 fore­cast of 21 per cent growth comes af­ter dig­i­tal advertising for the first half of this year came in at Bt6.7 bil­lion.

For the sec­ond half, spend­ing is ex­pected to top Bt8.3 bil­lion.

Face­book, YouTube, Line and on­line video are the most pop­u­lar plat­forms for ad­ver­tis­ers. Advertising via Face­book made up around 30 per cent of the dig­i­tal pie with Bt4.48 bil­lion spent. YouTube ac­counted for 18 per cent at Bt2.7 bil­lion.

Line made up 8 per cent at Bt1.14 bil­lion. Videos ac­counted for 5 per cent of to­tal dig­i­tal advertising at Bt791 mil­lion.

Pacha­ree said that so­cial me­dia plat­forms are pop­u­lar for ad­ver­tis­ers as they can pro­vide in­for­ma­tion and pro­mote prod­ucts and ser­vices to a mass mar­ket.

So­cial me­dia in fo­cus

Busi­nesses will in­creas­ingly spend more money to pro­mote their new prod­ucts on so­cial me­dia, with Twit­ter and In­sta­gram also among the draw­cards, she said.

The top five cat­e­gories for dig­i­tal advertising are au­to­mo­tive at Bt1.72 bil­lion, telecom­mu­ni­ca­tions at Bt1.65 bil­lion, skin care and beauty prod­ucts at Bt1.25 bil­lion, bank­ing and fi­nan­cial ser­vices at around Bt1 bil­lion, and daily life prod­ucts.

A key fac­tor that will drive dig­i­tal advertising growth is the change in con­sumer be­hav­iour as cus­tomers are now fa­mil­iar with on­line shop­ping.

“The as­so­ci­a­tion be­lieves that dig­i­tal advertising still has the po­ten­tial for high growth and mar­keters will utilise data man­age­ment and dig­i­tal mar­ket­ing to sup­port their busi­nesses in order to in­crease the ef­fi­ciency of their busi­nesses as a whole," said Pacha­ree.

The Elec­tronic Trans­ac­tions De­vel­op­ment Agency (ETDA) re­ported that the value of the e-com­merce mar­ket in Thai­land by the end of this year will reach around Bt3 tril­lion, up 8.5 per cent from last year.

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