The Digital Advertising Association (Thailand), or Thailand Digital Advertising Association (DAAT), together with Qatar, TNS (Thailand), disclosed the value of advertising revenue through digital media in 2016 at the annual seminar of the Association. DAAT DAY Digital 4.0 by collecting information from 22 leading media agencies in Thailand.
In the first half of the year, digital advertising spending was 6,086 million baht and the figure for 2017 is expected to reach 12,000 million baht or 29% growth from 2016. The continued growth of digital media is driven by high-growth online consumer behavior.
The top two digital advertising industries are telecommunication and communications. And the automotive sector.
For "telecommunications and communications products," most digital advertising. It is expected that by the end of 2017, there will be approximately 1,300 million baht in revenue. The continued growth of this product group is due to the rapid development of technology and the number of mobile users in Thailand. The intense competition of the phone. It is becoming increasingly popular with consumers on digital channels.
"Automotive Group" ranked second Digital advertising budgets are around Bt1,280mn, up 72% yoy. In addition to focusing on driving sales of the car through digital media. Digital media has played a huge role in finding and connecting with brands. Since vehicles are classified as consumer goods, there is a high need for information in the High Involvement Category.
Consumer goods, though overall, will continue to see digital media advertising grow. However, the decline in skin and non-alcoholic beverages is predictable as a consequence of lower media spending as a result of slower economy.
Others The growth rate of digital advertising is to be watched. Credit and debit card products Insurance Group Generally, the product is highly competitive. It is also influenced by the release of new financial products. In response to popular consumer behavior. Online / Mobile Banking. Including sales growth, such as lead generation of the bank.
Facebook – YouTube – Display Ad Main Platform on-line
The top three platforms still dominate the top ad campaigns, including Facebook, YouTube and Display. The combined advertising budgets for these platforms combined represent as much as 50% of all digital ad budgets.
It is noteworthy that Facebook and YouTube, the main channels that brands. Used to communicate with consumers. It is growing every year, especially Facebook, which is 26% higher than last year. But in the banner advertising (Display), the growth was slightly reduced. As a result of the global platform, new media products are emerging. And the measurement is clearer. The popularity of the consumer has shifted to the advent of animated advertisements. Video or GIF format
Meanwhile Social media has ranked fourth in advertising revenue due to popularity of the brand through the promotion and review of Influencers and net idols. Social becomes more interested in marketers than Search and Creative.
Continuous growth in digital advertising revenue. We will be able to see the digital media industry in Thailand is more active. That is the development of knowledge. Awareness of agencies and brands in the use of media to reach the target value. Including the use of data management technology to optimize marketing.
"Print media" down hard!
As the "Association of Media Agencies And the media business of Thailand. "The budget report on the use of the media in the first half showed that the industry has not recovered as it should. Compared to the previous year, the industry, despite GDP growth of 3.3%, but the overall media use is -5%
According to the media, it was found that television media (digital TV, cable TV and satellite TV) -10% , Radio -18%, Newspaper -19%, Magazine -37%
, In-store media grew 38%, media increased 27%, cinema increased 25%, media 24%, Out of home media 16%
According to media data, marketers use media to help consumers make informed purchases, in-store media and consumer media are inevitable, such as media, media, theater and film. The Internet has grown.
Looking at media usage for the whole of the year 2017, the Media Association predicts a decrease of -11% compared to 2016. The main media that continues to decline is all television media including digital TV. Cable and Satellite TV -15%, Radio -25%, Newspaper -25%, Magazine -34%
Media that is more likely to use media is media in the cinema 5%, Out of home media 9%, Transit 14%, Instore media 29%, and Intenet 24%
In the second half of this year, it was not a bright year for the media, so the media did not have to invest more to see the economic situation. In particular, print media, radio and television.
