Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Thailand

Thailand

Ad spending in the Instant Messaging Advertising market in Thailand is forecasted to reach €0.78m in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.21%, leading to a projected market volume of €0.87m by 2029.
When compared globally, the United States is expected to generate the highest ad spending (€68.17m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is €0.01 in 2024.
Thailand's Instant Messaging Advertising market is rapidly growing, with companies leveraging popular platforms like Line and Facebook Messenger for targeted campaigns.

Key regions: United Kingdom, Japan, China, France, Germany

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Analyst Opinion

The Instant Messaging Advertising market in Thailand is experiencing significant growth and development.

Customer preferences: Thai consumers are increasingly using instant messaging platforms as their primary mode of communication. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience directly through these platforms. Instant messaging advertising allows for personalized and interactive campaigns, which resonate well with Thai consumers who value personalized experiences.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Thailand is the rise of influencer marketing. Influencers, who have a large following on instant messaging platforms, are collaborating with brands to promote their products or services. This form of advertising is highly effective as it leverages the trust and credibility that influencers have built with their followers. Thai consumers are more likely to trust recommendations from influencers they follow, making influencer marketing a powerful tool for advertisers. Another trend in the market is the integration of e-commerce within instant messaging platforms. Thai consumers are increasingly using instant messaging platforms not only for communication but also for shopping. This has led to the emergence of "conversational commerce," where consumers can browse and purchase products or services directly within the messaging app. Advertisers are capitalizing on this trend by incorporating advertisements within the e-commerce experience, making it seamless for consumers to discover and purchase products.

Local special circumstances: Thailand has a high smartphone penetration rate, with a large portion of the population accessing the internet through their mobile devices. This has contributed to the popularity of instant messaging platforms as a means of communication. Thai consumers are highly engaged on these platforms, spending a significant amount of time interacting with friends, family, and brands. Advertisers recognize the potential of reaching this captive audience and are investing heavily in instant messaging advertising.

Underlying macroeconomic factors: Thailand has a growing middle class with increasing purchasing power. This has led to a rise in consumer spending and a greater demand for products and services. Advertisers are targeting this growing consumer segment through instant messaging advertising to drive brand awareness, engagement, and sales. Additionally, the digital advertising landscape in Thailand is evolving rapidly, with more businesses allocating their advertising budgets towards online channels. This shift towards digital advertising, coupled with the popularity of instant messaging platforms, has fueled the growth of the Instant Messaging Advertising market in Thailand. In conclusion, the Instant Messaging Advertising market in Thailand is thriving due to customer preferences for personalized experiences, the rise of influencer marketing, the integration of e-commerce within messaging platforms, high smartphone penetration, and the growing middle class with increasing purchasing power. Advertisers are leveraging these trends and local special circumstances to effectively reach and engage Thai consumers.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.