Market Insights Advertising & Media Advertising

Social Media Advertising - Thailand

Thailand

In Thailand, ad spending in the Social Media Advertising market is projected to reach €0.54bn in 2024.
This spending is expected to exhibit an annual growth rate (CAGR 2024-2029) of 10.76%, leading to a projected market volume of €0.90bn by 2029.
In a global context, the majority of ad spending will be generated China, which is anticipated to reach €77,680.00m in 2024.
Within the Social Media Advertising market in Thailand, it is expected that 73% of total ad spending will be generated through mobile by 2029.
Additionally, the number of users in the Social Media Advertising market in Thailand is expected to amount to 61.0m users by 2029.
In Thailand, the social media advertising landscape is increasingly dominated by mobile-first strategies, reflecting the country's high smartphone penetration and digital engagement.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Thailand has experienced significant growth in recent years, driven by changing customer preferences and the increasing popularity of social media platforms. With a large and active online population, Thai consumers have become increasingly receptive to advertising on social media platforms, leading to a surge in advertising spending in this sector.

Customer preferences: Thai consumers have shown a strong preference for social media platforms as a means of communication and entertainment. With a high smartphone penetration rate and affordable data plans, Thais spend a significant amount of time on social media platforms, such as Facebook, Instagram, and LINE. These platforms have become an integral part of their daily lives, providing an avenue for connecting with friends, sharing content, and discovering new products and services.

Trends in the market: One of the key trends in the Social Media Advertising market in Thailand is the shift towards video content. Thai consumers have shown a growing appetite for video content, with platforms like YouTube and TikTok gaining popularity. Advertisers have recognized this trend and have started to invest more in video advertising on social media platforms to capture the attention of their target audience. Another trend in the market is the rise of influencer marketing. Influencers, who are individuals with a large following on social media, have become powerful marketing tools for brands in Thailand. Thai consumers trust the recommendations of influencers and are more likely to engage with sponsored content that is presented in an authentic and relatable manner.

Local special circumstances: One of the unique aspects of the Social Media Advertising market in Thailand is the dominance of local social media platforms. While global platforms like Facebook and Instagram are popular, local platforms like LINE and Pantip also have a significant user base. Advertisers need to understand the nuances of these platforms and tailor their advertising strategies accordingly to effectively reach the Thai audience. Additionally, the Thai language plays a crucial role in social media advertising. Advertisers need to ensure that their content is localized and resonates with the local audience. This includes using Thai language captions, hashtags, and culturally relevant imagery to make their advertising campaigns more relatable and engaging.

Underlying macroeconomic factors: The growth of the Social Media Advertising market in Thailand is also influenced by macroeconomic factors. Thailand has a strong and stable economy, with a growing middle class and increasing disposable income. This has led to higher consumer spending, including spending on social media advertising. Furthermore, the government of Thailand has been actively promoting digital transformation and the development of the digital economy. This includes initiatives to improve internet infrastructure, promote e-commerce, and support digital startups. These efforts have created a favorable environment for the growth of the Social Media Advertising market in Thailand. In conclusion, the Social Media Advertising market in Thailand is experiencing significant growth due to changing customer preferences, including a preference for video content and influencer marketing. Local special circumstances, such as the dominance of local social media platforms and the importance of the Thai language, also play a role in shaping the market. Additionally, underlying macroeconomic factors, such as a strong economy and government support for the digital economy, contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

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.