Advertisers slash digital spending forecast to 5% uptick

The Digital Advertising Association Thailand (DAAT) revised its total spending forecast for the year to 5% growth, valued at 33 billion baht, down from a 10% gain due to ongoing uncertainties and the economic downturn.

- SUCHIT LEESA-NGUANSUK

The revision marked the second-lowest growth rate in its 13 years of recording data.

Advertisers should capture consumer attention and offer them a good experience to encourage purchases, according to marketers.

"Consumers are still cautious about spending, affecting the growth of the digital channel, though digital remains important for marketers," Arpapat Boonrod, managing director for clients in Thailand at market researcher Kantar, told the "DAAT Day 2025" event yesterday.

In the first half of the year digital ad spending tallied 15.8 billion baht, while in the second half it is forecast to reach 17.2 billion.

The top sector for digital ad spending was skincare at 5.2 billion baht, representing growth of 21%, rising for a third consecutive year.

Nonalcoholic drinks recorded spending of 3 billion baht, up 17%, while automotive spending declined to 2.5 billion, telecom 2.3 billion and daily products 2.2 billion, according to DAAT.