The document summarizes a report on digital advertising spending in Thailand. Data was collected anonymously from 22 advertising agencies representing an estimated 80% of the market. The report found that digital ad spending in Thailand grew 16% in 2017 and is expected to grow another 16% in 2018 to reach 14.33 billion THB. The top spending industries were motor vehicles, communications, and banks. Facebook and YouTube accounted for over 50% of total digital ad spending, being the top two disciplines. The report provides breakdowns of past and projected spending by industry, platform, and media type.

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The data in this report is collected directly from advertising and media agencies through an anonymous
process to ensure the confidentiality of 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 5 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 included in the report as well as how to
use the online survey program.
TNS Thailand has collected and processed data from 22 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 and applications e.g. LINE Video, Mello
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 ads that appear on Instagram
app
Twitter Ad
All types of Twitter Ad that are used to promote account,
tweet or trend. Twitter includes 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. 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
Methodology

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Agencies
The audit was
conducted in
Feb 2018.
Digital advertising
spending data was
submitted by
22 agencies.
1 ADAPTER DIGITAL CO., LTD.
2 BRILLIANT & MILLION CO., LTD.
3 Carat Thailand
4 dentsu X (Thailand) Ltd.
5 Flexmedia Iprospect Co.,Ltd
6 Grey (Thailand) Co.,Ltd.
7 Havas
8 Int Digital Co.Ltd.
9 IPG MEDIABRANDS
10 Isobar (Thailand) Co., Ltd.
11 J. Walter Thompson
12 MCFIVA (Thailand) Co.,Ltd.
13 mInteraction Co.,LTD.
14 OgilvyOne Worldwide Limited
15 OmnicomMediaGroup
16 Publicis One
17 Rabbit's Tale Co.,Ltd
18 Starcom Spark Foundry
19 The Leo Burnett Group Thailand
20 Vizeum Thailand
21 Winter Egency Co., Ltd.
22 ZenithOptimedia Thailand
Remark:
Reported numbers are based on reported spending data of a sample of 22 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.

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Total Spending
+53%
+44%
+32%
+17%
+31%
+16%
14,330
12,402
9,479
8,084
6,115
4,248
2,783
2012 2013 2014 2015 2016 FC20182017
Million THB
FC2017
11,152
(+18%)
Thailand digital
advertising spend will
expectedly rise to
14,330 million THB
or 16% in 2018.

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2017 Top Industry Spending
Unit in Million Baht
Motor Vehicles and
Communications
are still the biggest
spenders in digital
advertising followed
by Banks and Skin-
care Preparations.
*Remark: other categories = 30%

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FC 2018 Top Industry Spending
Unit in Million Baht
FC
Overall, spending will
increase across
industry.
Top 3 highest
spenders are
expected to be the
same in 2018 –
Motor Vehicles,
Communications
and Banks.
*Remark: other categories = 30%

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33%
17%
11%
8%
8%
8%
6%
5%
2%
1%
Facebook
4,084 MB
YouTube
2,105 MB
Display
1,340 MB
Social
1,020 MB
Search
1,034 MB
Creative
984 MB
Online Video
729 MB
LINE
627 MB
Native AD
235 MB
Others
175 MB
2017 Discipline Spending
Facebook is the top
discipline with
highest spending -
1/3 volume of the
total market.
Combining with
YouTube, the 2nd,
these two
disciplines
dominate over 50%
of the total digital
market.
*Remark: other disciplines: Instagram; Twitter; Instant Messaging = 1%

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FC 2018 Discipline Spending
Facebook, YouTube,
and Display will
continue as top
disciplines preferred
by marketers in
2018.
32%
18%10%
8%
8%
8%
6%
5%
3%
Facebook
4,618 MB
YouTube
2,604 MB
Display
1,431 MB
Social
1,195 MB
Search
1,173 MB
Creative
1,160 MB
Online Video
882 MB
LINE
758 MB
Native AD
369 MB
FC
*Remark: other disciplines: Instagram; Twitter; Instant Messaging; Others = 2%

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Highlight in 2018
 Thailand Digital Advertising Spend continue to grow.
The volume is expected to reach 14 billion THB in 2018.
 Banks has fascinated growth in 2017 and still carries on.
 Facebook and YouTube remain powerful.
 Brands will focus more on Social Listening and E-commerce.

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