Brands urged to focus on suitability

Advertisers need to ensure their content is viewable by audiences aligned with their brand reputation, says Double-Verify, a digital media measurement platform.

- SUCHIT LEESA-NGUANSUK

While digital media advertising is growing rapidly, quality matters just as much as quantity.

"As digital content consumption surges in Thailand, advertisers face increased challenges around visibility, performance and brand suitability," said Jantra Khonrangde, senior sales director for Thailand at DoubleVerify.

Brand suitability refers to the strategy of putting ads in places where the surrounding content aligns with a brand's values.

Thai online ad spending this year is projected to grow 10% to 35 billion baht, based on a gradual rebound of the local economy and intense competition in the digital sector, according to the Digital Advertising Association of Thailand.

Ms Jantra said the digital landscape in Thailand presents a dynamic opportunity for brands, but there are complexities advertisers must navigate to ensure they maintain brand integrity and effectiveness.