Digital ad spending projected to expand 10%

That online ad spending this year is forecast to rise 10% to 38 billion baht, based on gradual rebound of the local economy and intense competition in the digital sector, according to the Digital Advertising Association (Thailand) or DAAT.

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Digital ad spending in 2024 expanded 8% to 34.6 billion baht, lower than the double-digit rate the last few years.

Meta, TikTok and Youtube are expected to be top three platforms in years in term of ad spending.

In 2025, TikTok should place second for the first time, surpassing Youtube, according to DAAT. TikTok was third has years.

"The economy and ad budget constraints by various brands in the second half of 2024 were influenced by consumer behaviour, which has become more cautious about spending," said Suparatana Benjarattananon, head of clients at Thailand and SEA at market researcher Kantar, which conducts market research for DAAT.

In terms of sectors, skincare products posted significant ad growth, she said. A Kantar survey on digital ad investment in Thailand indicates it continues to grow steadily.