The document summarizes a report on digital advertising spending in Thailand from 2016-2017. It found that digital advertising spending increased 17% in 2016 to 9,477 million baht and is forecast to increase another 24% in 2017, driven by key spenders in skin care preparations, communications, non-alcoholic beverages, and motor vehicles. Industry leaders commented that real-time monitoring tools and data analytics will play an important role in 2017 as clients demand more insights and understanding of impact. The top disciplines for growth in 2017 are expected to be native advertising, Instagram, and Twitter.

1. 1
Thailand
Digital Advertising Spend
2016-2017
Public Deck Version

2. Introduction
2
Conducted by DAAT in partnership with KANTAR TNS, the actual 2016 Digital Advertising Spending Survey
reveals some appealing trends that will shape a change on the future of marketing and digital experiences.
Internet penetration in Thailand surpassed the 50% mark in 2015 and is still growing. Those connected to the
Internet are also heavy users, with a high daily usage rate via a number of devices. More than 80% of Thai
connected consumers use the Internet every day, for an average of four hours (those using mobile) and five
hours (those on PC).
Thai consumers are spending more and more time online. They are using the Internet for every aspect of daily
life - from messaging, gaming and watching video content, to banking, shopping and research.
Digital advertising spending, therefore, show the sign of substantial increasing over the past years and is likely
to keep moving upward in coincidence with the increasing online activities of Thai consumers.
The need for industry data on digital advertising spending will only continue to grow as the digital space
becomes more and more central to consumers' lives and brands compete for their attention. DAAT provides
this data on a yearly bases. This report presents the data of year 2016.
About DAAT
The Digital Advertising Association of Thailand (DAAT) was
founded in 2012 with the objective to benefit the industry,
companies and consumers under the same direction. With
collective support, advertisers should elevate the industry at
the highest levels in the future.
To support this objective the Association has been collecting
and publishing digital advertising spending data since 2013.
The reports keep track of the growth of spending on digital
advertising in Thailand and are a valuable source of
information to anyone in the advertising industry who wants to
better understand the role of digital channels in the
advertising landscape.
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3. Methodology
3
The data in this report is collected directly from advertising and media agencies through an anonymous
process to ensure the confidentiality to client’s information. The information they submit is based on their
internal records of advertising spending.
KANTAR TNS market research firm operating in more than 80 countries and is part of the WPP group, helps
conducting the survey for over 4 consecutive years.
To improve the accuracy, before publishing the paper, participated agencies are given an insightful workshop
to set the same understanding about the media type, industry sector include in the report as well as how to
use the online survey program.
TNS Thailand has collected and processed data from 25 agencies and aggregated the data to reflect total
level. The data is split by type of digital advertising and by industry sector of the advertised brand.
The agencies provided their data in an online survey.
Disciplines Agencies have provided spending data on the
following 13 digital advertising disciplines:
Search SEO/SEM/Mobile Search
Display All types of website banner displayed at the specific
website position
Online Video Video content promoted on specific position in the
website
YouTube Ad All types including display, overlay, skippable video,
non-skippable video, sponsored card
Facebook Ad All Facebook Ads including display and video format
Instagram Ad Display banner or video ad that appear on Instagram
app
Twitter Ad
All types of Twitter Ad that use to promote account,
tweet or trend. Twitter Ad include display and video
format
LINE Official Account/Home/Sticker
Instant Messaging Account set up and management
Social
Blogger / Influencer / Seeding / Tie-In Product in the
content e.g. VRZO / Page Influencer (Facebook,
Instagram)
Native ad Advertorials on online publisher (Advertorials network)
Creative Online Video Production / Web Banner Production /
Social Media Platform Management
Others Other online spending or sponsorship support for
website events
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4. Personal Care
Cosmetics
Skin-care preparations
Personal Accessories
Toiletries
Hair Preparations
Oral Products
Clothing Clothing & Underwear
Footwear
Household care
Household Cleaners
Household Equipment & Furnishings
Household Insecticides & Pesticides
Automotive
Motor Vehicle Accessories
Motor Vehicle Dealers & Rentals
Motor Vehicles
Motorcycles & Bicycles
Oil & Lubricants
Petrol
Tyre
Housing Real Estate
Pharmaceuticals Pharmaceuticals
Pet products Pet Foods & Pet Products
Others
Photographic Products
Office/Business Equipment
Sundries
Transportation
Travel & Tours
Leisure
Multi Sections Advertising
Media & Marketing
CD/DVD (Musical & Film Products)
Agricultural Products
Building Material & Machinery
Classified
Government & Community Announcement
Websites
House Ads
Methodology
4
Industry sectors
Agencies have provided data split by the following industry
sectors of the advertised brands.
Group Category
Finance & banking
Banks
Insurance
Credit/Debit Card
Finance
Tech & electronic
Audio/Visual Electrical Products
Computers
Communications
Electrical Products (Non Audio/Visual)
Food & Beverage
Alcoholic Beverages
Non Alcoholic Beverages
Seasoning Products
Snack Foods
Dairy Products & Dairy Substitute Prod.
Bakery & Chocolate/Wafers/Biscuits
Dietary Products
Vitamins & Supplementary Foods
Foodstuffs
Shops
Food Outlets & Restaurants
Retail Shops/Stores
Education Educational Institutions
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5. Agencies
5
The audit was
conducted in
Jan 2017.
Digital advertising
spending data was
submitted by
25 agencies.
1 ADAPTER DIGITAL CO., LTD.
2 The Leo Burnett Group Thailand
3 BRILLIANT & MILLION CO., LTD.
4 Carat Thailand
5 Dentsu Media Thailand
6 Digital Groove Co.,Ltd
7 EGG DIGITAL
8 Ewit Co.,Ltd
9 Flexmedia Iprospect Co.,Ltd
10 Grey (Thailand) Ltd.
11 Havas
12 IPG MEDIABRANDS
13 Isobar (Thailand) Co., Ltd.
14 J. Walter Thompson
15 MCFIVA (Thailand) Co.,Ltd.
16 MINTERACTION CO.,LTD.
17 OgilvyOne Worldwide Limited
18 OmnicomMediaGroup
19 Starcom Mediavest Group
20 Syndacast
21 Thaiconnexion Co., Ltd
22 Vizeum Thailand
23 Winter Egency Co., Ltd.
24 ZenithOptimedia Thailand
25 360innovative co., ltd.
Remark:
Reported numbers are based on reported spending data of a sample of 25 agencies. DAAT
estimates that the sample of agencies represents 80% of spending in the market. The
numbers presented on this page are upgraded proportionally to reflect 100% of the market.
Public Deck Version

6. 6
Spending
Agency Outlook
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7. Total Spending
7
Spending on digital advertising
continues to rise over time. The
spending escalates 17% in 2016
to reach 9,477 million baht, and
forecast in 2017 will increase by
24% deriving from contagious top
spenders; Skin-care Preparations,
Communications, Non Alcoholic
Beverages, and Motor Vehicles.
+53%
+44%
+32%
+17%
+24%
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8. Industry Leaders’ Interview
8
Point of view on Digital
ad in Thailand
Siwat Chawareewong
CEO,
mInteraction
2017 is an important year because there will be a significant increase in media usage. There
are a parts to this, one is consumer will consume more of digital media and the other is they will
consume less of traditional media especially TV.
Rajsak Asawasupachai
Digital Business Director,
IPG MEDIABRANDS
We used to say that TV, radio, or magazine are traditional media but I say that now digital
media is turning to traditional media. To simply put this, it is something that everyone must
do, like we used to say that we must buy media on TV or newspaper, everyone must buy digital
media now. Actually it has been growing this year and in 2016. I think we will see more of this
trend starting mid of this year and we will see more of this, even mass products are investing in
digital campaign.
Public Deck Version

9. Industry Leaders’ Interview
9
Rochelle Chhaya
Managing Partner,
Omnicom Media Group
There is nothing like Digital Marketing in Thailand anymore. It is Marketing. We don’t do Digital
Marketing but we are Marketing to a consumer in the Digital Age. Digital has become such an
integral part of everyone’s life that we cannot ignore it. We have to therefore always start with a Digital
first approach. The Thailand Digital industry has grown so rapidly year on year even as compared to
the rest of SEA that we need to ensure that agency digital resources are able to keep up with the vast
changes in technology.
Pacharee Permvongusawa
Digital Director,
Publicis One Digital
There is a definite trend in growth every year but this year it will be even more evident because there
are multiple tools that will help optimized media budget. It is not split into online and offline budget
but this tool will help determine which media our audience are at and what is the proportion. So
the budget is all in one so the budget depend on customer behavior.
Point of view on Digital
ad in Thailand
Public Deck Version

10. 2016 Spending by Industry
10
Communications, Non Alcoholic
Beverages, Skin-care
Preparations, and Motor Vehicles
are the biggest spenders in digital
advertising for 2016.
A large spending volume is from
FMCG category; Non Alcoholic
Beverages, Cosmetics, and Skin-
care Preparations which cost 930
Million Baht higher than 2015.
Public Deck Version

11. Industry Leaders’ Interview
11
Point of view on Digital
ad in Thailand
Siwat Chawareewong
CEO,
mInteraction
Non Alcoholic beverage has the same picture as Household Cleaner which is quite clear that it
normally comes from bigger firms, which is the shift or money from TV (in 2015 to 2016).
Money in the range of 100 million is definitely for TV.
Pacharee Permvongusawa
Digital Director,
Publicis One Digital
Non alcohol beverage has the same trend as FMCG, offline budget doesn’t exactly reducing but
every brand is competing more in online world. We see every brand using online influencer so it’s
not just the media. And using campaign activity for prize. Like personal accessory, we will have to go
to the store to learn about promotion but we can use budget to spread information to people in the
area. When we walk into the store we will see promotion on our phone so we can convince them in
real time.
Public Deck Version

12. FC 2017 Spending by Industry
12
In Forecast 2017, those who are
top 4 categories will remain top
spenders. The spending is
expected to grow around 24%
comparing to last year with
forecast of high growth in
spending of Skin-care
Preparations (36%) and Motor
Vehicles (34%).
FMCG category which are Skin-
care Preparations and Non
Alcohol Beverages will continue
to reserve high spending volume
with main role to create brand
awareness and engagement.
Public Deck Version

13. Top 5 Highest Spenders from 2012 – 2017
13
Almost all top spenders are likely
to be spent on digital advertising
more, except Communications
that might stay quite stable.
Skin-care Preparations and Non-
Alcoholic Beverages reveal
constant increased spending, the
trend is expected to convey to
2017.
The big bounce will be seen for
Motor Vehicles which is dropped
in 2016.
SpendinginMillionBaht
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14. 14
Disciplines in
Details
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15. Spending by Disciplines Growth by Percentage
15
SpendinginMillionBaht
Instant
Messaging
Native Ad
Instagram
Twitter
Video
Youtube
Display
Search
Social
92%
72%
52%
47%
38%
26%
23%
20%
17%
13%
11%
9%
N/A
0
10
20
30
40
50
60
70
80
90
100
Facebook
LINE
Other
Creative
Forecast of big leap is expected
in some relatively low spent
disciplines; Native Ad,
Instagram, and Twitter.
Native Ad seems to grow with
utmost ratio of 92%.
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16. 16
Spending
Agency Outlook
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17. Agency Outlook
17
Overall, which Digital Media tools are client interested and what tools will play a significant
important role in 2017
75% 63% 58% 50%
Real Time Media,
Dashboard,
Monitoring Tools
Programmatic
(DSP/SSP)
Social
Listening Tool
Data Analytic Platform
(Ad-Serve/ Data
Management
Platform)
29% 25% 17%
Ecommerce Bid Optimization
Tools
Messaging
App
Key tools for advertisers in 2017
are Monitoring (media optimization)
and Analytic. Real Time Media,
Dashboard, Monitoring Tools play
the topnotch importance.
Public Deck Version

18. Industry Leaders’ Interview
18
Point of view on Digital
ad in Thailand
Siwat Chawareewong
CEO,
mInteraction
It is heading in the right direction especially clients who internet plays an important role in
driving sale, they would want to see the dashboard. They want to see things in real time like
sales value with real time promotion.
Rochelle Chhaya
Managing Partner,
Omnicom Media Group
Yes this is quite true. With Data becoming more important it is essential for us to have real time
dashboard. Because it is not just about reports and numbers anymore it is more about insights
and understanding how we are impacting the consumer. This makes real time reporting and
dash boarding very important. Programmatic is key as more ROI driven and data driven
planning takes center stage.
Public Deck Version

19. Industry Leaders
19
TNS interviewed a
number of industry
leaders to get
their view and
expectations of the
digital marketing
industry.
The following persons have contributed their view:
q Siwat Chawareewong
CEO, mInteraction
q Norasit Sitivechvichit
Managing Partner, Dentsu Media Thailand
q Rajsak Asawasupachai
Digital Business Director, IPG MEDIABRANDS
q Pacharee Permvongusawa
Digital Director, Publicis One Digital
q Rochelle Chhaya
Managing Partner, Omnicom Media Group
Public Deck Version

20. Digital Advertising Spending 2016-2017
20
Purchase online at 499 USD
Be available on April 4, 2017
http://www.tnsglobal.com/thailand-digital-ad-spend-
report
For Offline purchase and inquiry, please visit KANTAR
TNS (Thailand)
Public Deck Version

21. Snapshot of Full Report
21Public Deck Version

22. Digital Advertising Spending 2016-2017
22Public Deck Version