Market Insights Advertising & Media Advertising

Print Advertising - Thailand

Thailand

Ad spending in the Print Advertising market in Thailand is forecasted to reach €181.10m in 2024.
The largest market within this industry is Newspaper Advertising, with a market volume of €126.50m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching €8,820.00m in 2024.
By 2029, the number of readers in the Print Advertising market in Thailand is anticipated to reach 25.2m users.
The average ad spending per reader in the Newspaper Advertising market is projected to be €13.37 in 2024.
Thailand's Print Advertising market is seeing a shift towards digital platforms, impacting traditional print media's share of ad spending.

Key regions: France, China, Asia, Germany, Europe

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Analyst Opinion

The Print Advertising market in Thailand has been experiencing significant growth in recent years.

Customer preferences: Thailand has a strong print culture, with a large portion of the population still relying on printed newspapers and magazines for their news and entertainment. Despite the rise of digital media, many Thai consumers still prefer the tactile experience of reading a physical publication. Print advertising allows businesses to reach these consumers directly, making it an attractive option for marketers.

Trends in the market: One of the key trends in the Print Advertising market in Thailand is the increasing use of targeted advertising. With the advancement of technology, advertisers are now able to segment their audience and deliver personalized messages through print media. This allows businesses to maximize the effectiveness of their advertising campaigns and achieve higher conversion rates. Another trend in the market is the integration of print and digital advertising. Many businesses are now using print media as a way to drive traffic to their online platforms. For example, a company may include a QR code in their print advertisement, which leads customers to their website or social media page. This integration allows businesses to leverage the strengths of both print and digital advertising, reaching a wider audience and increasing brand visibility.

Local special circumstances: Thailand has a unique advertising landscape, with a strong emphasis on local culture and traditions. Advertisers often incorporate Thai language, customs, and imagery into their print advertisements to resonate with the local audience. This localization strategy helps businesses build trust and establish a strong connection with Thai consumers. Additionally, Thailand has a diverse media landscape, with a wide range of print publications catering to different interests and demographics. This allows advertisers to target specific niche markets and tailor their messaging accordingly. The availability of specialized publications also provides businesses with more options for reaching their target audience effectively.

Underlying macroeconomic factors: Thailand's strong economic growth and increasing consumer purchasing power have contributed to the growth of the Print Advertising market. As the economy continues to expand, businesses are investing more in advertising to capture a larger share of the market. Print advertising offers a cost-effective way for businesses to reach a wide audience, making it an attractive option for both small and large companies. Furthermore, Thailand's tourism industry plays a significant role in driving the Print Advertising market. The country attracts millions of tourists each year, creating opportunities for businesses to promote their products and services through print media. Advertisers often target tourists through travel magazines and brochures, leveraging the influx of visitors to boost their sales. In conclusion, the Print Advertising market in Thailand is experiencing growth due to customer preferences for print media, the integration of print and digital advertising, local special circumstances, and underlying macroeconomic factors. As businesses continue to recognize the value of print advertising in reaching their target audience, the market is expected to further expand in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on print advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in physical print editions (newspapers and magazines).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.