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DAAT Report 2012 - 2013 Thailand

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DAAT เผยข้อมูลทิศทางภาพรวมธุรกิจโฆษณาดิจิทัล ปี 2556

รายงานล่าสุดจากสมาคมโฆษณาดิจิทัล (ประเทศไทย) แสดงให้เห็นถึงการเติบโตอย่างต่อเนื่องของอุตสาหกรรมโฆษณาดิจิทัลในทุกประเภท โดยในปี 2555 มีการเม็ดเงินโฆษณาผ่านสื่อดิจิทัลรวม 2,783 ล้านบาท เติบโตขึ้น 38.84% จากปีก่อนหน้า และได้คาดการณ์งบประมาณโฆษณาผ่านสื่อดิจิทัลในปี 2556 ที่ 3,733 ล้านบาท หรือเพิ่มขึ้นจากปีปัจจุบันเท่ากับ 34.12% ทั้งนี้สัดส่วนของเงินโฆษณา ในปี 2555 ยังคงอยู่ที่ 2.34% เทียบกับงบโฆษณาโดยรวมทั้งหมด และคาดว่าจะเพิ่มขึ้นมากกว่า 3% ภายในปี 2556 นี้

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DAAT Report 2012 - 2013 Thailand

  1. 1. 2012 and 2013 Digital Ad Spend
  2. 2. OUR METHODOLOGYAGENCY LOG- 20 Digital Agencies- Submit numbers anonymously
  3. 3. 20 Digital AgenciesAdapter Digital MRM OgilvyOne Worldwide Click2bizFlexmedia Newmediaplus CJ WORX Adways labsIsobar Omnicom Media Group Jwt Connect ThaiconnexionMCFIVA Starcom Mediavest Winter Egency iProspect ThailandmInteraction Zenith Optimedia Ewit Digital 360 Innovative
  4. 4. 56 INDUSTRIESAGRICULTURALPRODUCTSCLASSIFIED DIETARYPRODUCTSGOVERNMENT& COMMUNITYANNOUNCEMENTLEISURE NONALCOHOLICBEVERAGESPHARMACEUTICALSSUNDRIESALCOHOLICBEVERAGESCLOTHING &UNDERWEARSEDUCATIONALINSTITUTIONSHAIRPREPARATIONSMEDIA &MARKETINGOFFICE/BUSINESS EQUIPMENTPHOTOGRAPHICPRODUCTSTOILETRIESAUDIO/VISUALELECTRICALPRODUCTSCOMMUNICATIONSELECTRICALPRODUCTS(NONAUDIO/VISUAL)HOUSE ADS. MOTOR VEHICLEACCESSORIESOIL &LUBRICANTSREAL ESTATE TRANSPORTATIONBAKERY&CHOCOLATE/WAFERS/BISCUITSCOMPUTERS FINANCE HOUSEHOLDCLEANERSMOTOR VEHICLEDEALERS &RENTALSORALPRODUCTSRETAILSHOPS/STORESTRAVEL &TOURSBANKS COSMETICS FOOD OUTLETS&RESTAURANTSHOUSEHOLDEQUIPMENT&FURNISHINGSMOTORVEHICLESPERSONALACCESSORIESSEASONINGPRODUCTSTYRESBUILDINGMATERIAL &MACHINERYCREDIT/DEBITCARDSFOODSTUFFS HOUSEHOLDINSECTICIDES &PESTICIDESMOTORCYCLES& BICYCLESPET FOODS &PET PRODUCTSSKIN-CAREPREPARATIONSVITAMINS &SUPPLEMENTARY FOODSCD/DVD(MUSICAL &FILMPRODUCTS)DAIRYPRODUCTS &DAIRYSUBSTITUTEPROD.FOOTWEARS INSURANCE MULTISECTIONSADVERTISINGPETROL SNACK FOODS WEBSITES
  5. 5. 6 DISCIPLINES• DISPLAY Banner ad / Banner in game / FB ad• SEARCH SEO / SEM / mobile search• SOCIAL Page management / Blogger / Seeding / Influencer• CREATIVE Web / Production for social and digital OOH / FB App• MOBILE Mobile ad / Mobile app / SMS• OTHERS Including sponsorships
  6. 6. GROWING RAPIDLYYYY2,0052,7833,733MillionTHB 2011 – 2013 Digital Spending34.12%growth38.84%growth
  7. 7. TINY COMPARED TO TOTAL ADEXDigitalOffline1.92% 2.34 %2011 2012
  8. 8. 2012 SPENDING BY INDUSTRY14.93%7.20%7.14%5.66%5.65%5.55%5.23%5.01%3.70%3.46%3.36%3.16%3.03%2.03%2.02%22.87% SKIN-CARE PREPARATIONS200 Million THBREAL ESTATEBANKSCOSMETICSTOILETRIESPETROLELECTRICAL PRODUCTS (NON AUDIO/VISUAL)NON ALCOHOLIC BEVERAGESAUDIO/VISUALELECTRICAL PRODUCTSHAIR PREPARATIONSFOOD OUTLETS & RESTAURANTSMOTOR VEHICLES198 Million THBORAL PRODUCTSOthersALCOHOLIC BEVERAGESCOMMUNICATIONS415 Million THB2012
  9. 9. Top 15 Digital AD Spending By Industry YEAR 2012 (Million THB)Category Digital AD Y2012(Million THB)Digital VS Total%COMMUNICATIONS 415 6.85%SKIN-CARE PREPARATIONS 200 2.76%MOTOR VEHICLES 198 2.45%REAL ESTATE 157 5.41%NON ALCOHOLIC BEVERAGES 157 1.91%BANKS 154 4.33%ALCOHOLIC BEVERAGES 145 12.21%COSMETICS 139 11.66%TOILETRIES 102 2.96%HAIR PREPARATIONS 96 2.58%AUDIO/VISUAL ELECTRICAL PRODUCTS 93 18.72%ELECTRICAL PRODUCTS(NON AUDIO/VISUAL) 87 6.03%ORAL PRODUCTS 84 4.44%FOOD OUTLETS & RESTAURANTS 56 2.49%PETROL 56 3.82%
  10. 10. Top 15 Total AD Spending By Industry YEAR 2012 (Million THB)Category Total AD Y2012(Million THB)Digital VS Total%NON ALCOHOLIC BEVERAGES 8,223 1.91%MOTOR VEHICLES 8,114 2.45%SKIN-CARE PREPARATIONS 7,271 2.76%GOVERNMENT & COMMUNITY ANNOUNCEMENT 7,027 0.05%COMMUNICATIONS 6,069 6.85%LEISURE 4,725 0.16%RETAIL SHOPS/STORES 4,301 0.84%DAIRY PRODUCTS & DAIRY SUBSTITUTE PROD. 4,216 0.76%HAIR PREPARATIONS 3,742 2.58%BANKS 3,569 4.33%TOILETRIES 3,480 2.96%CLASSIFIED 3,451 0.00%FOODSTUFFS 3,390 0.80%VITAMINS & SUPPLEMENTARY FOODS 3,237 1.28%HOUSEHOLD CLEANERS 2.56 1.77
  11. 11. 2013 SPENDING BY INDUSTRY10.18%7.41%7.10%5.68%5.04%4.89%4.52%4.36%3.93%3.82%3.76%3.14%2.63%2.21%1.78%29.54%SKIN-CARE PREPARATIONSREAL ESTATEBANKSCOSMETICSTOILETRIESCOMPUTERELECTRICAL PRODUCTS (NON AUDIO/VISUAL)NON ALCOHOLICBEVERAGESAUDIO/VISUAL ELECTRICALPRODUCTSHAIR PREPARATIONSFOOD OUTLETS & RESTAURANTSMOTOR VEHICLESORAL PRODUCTSOthersALCOHOLIC BEVERAGESCOMMUNICATIONS2013
  12. 12. 2013 Trends by IndustryGrowth By Volume• MOTOR VEHICLES(78 million THB)• SKIN-CARE PREPARATIONS(64 million THB)• NON ALCOHOLICBEVERAGES(54 million THB)Growth By %• FOODSTUFFS (86%)• PHARMACEUTICALS (74%)• COMPUTERS (71%)
  13. 13. Y Y Y2011 – 2013 % SPENDING BY DISCIPLINEOthersMobile MarketingCreative ProductionSocial MediaSearchDisplay2011 – 2013 % SPENDING BY DISCIPLINE
  14. 14. 2011 – 2013 SPENDING BY DISCIPLINEDiscipline %2011 %2012 %2013Display 55.61% 48.07% 45.87%Search 11.28% 14.71% 16.22%Social Media 6.58% 10.33% 12.86%Creative Production 24.25% 25.47% 23.45%Mobile Marketing 0.92% 0.76% 1.29%All others / Sponsorship 1.35% 0.66% 0.30%
  15. 15. SearchSocial2012-2013 RISING STARS

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