The data in this report and previous reports is collected directly from advertising and media agencies through a anonymous process to ensure confidentiality to client’s information. The information they submit is based on their internal records of advertising spending.

1. © TNS
Thailand Digital Advertising Spend
Mid-Year 2016

2. © TNS
The data in this report and previous reports is collected
directly from advertising and media agencies through a
anonymous process to ensure confidentiality to client’s
information. The information they submit is based on
their internal records of advertising spending.
TNS Thailand, international market research firm
operating in more than 80 countries and is part of the
WWP group, helps conducting the survey for 2
consecutive years.
To improve the accuracy, before submitting the data,
participated agencies are given the insightful workshop
to set the same understanding about the media type,
industry sector include in the report as well as how to
use the specially designed online survey program.
TNS Thailand has collected and processed data from 24
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
12 digital advertising disciplines:
Search SEO/SEM/Mobile Search
Display
All types of website banners including
direct, ad network & programmatic
buying
Online Video
non YouTube Video Ad, non Facebook
Video Ad
YouTube Ad All ads on YouTube
Facebook Ad All ads on Facebook
Instagram Ad All ads on Instagram
Twitter Ad All ads on Twitter
LINE Sticker/Official Account/Official Home
Instant
Messaging
WeChat / Kakao / Whatsapp
Social
Page Management/ Blogger/ Seeding/
Influencer/ Tie-In e.g. VRZO including
other social platforms e.g. Twitter
Creative
Online Video Production / Web Banner &
App Production / Social Media Platform
Management
Others E.g. sponsorship
Methodology

3. © TNS
Industry sectors
Agencies have provided data split by the following
industry sectors of the advertised brands.
Group Category
Finance & banking
Banks
Insurance
Credit/Debit Cards
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
Pharmaceuticals Pharmaceuticals
Personal care
Cosmetics / Skin-care preparations
Personal Accessories
Toiletries
Hair Preparations
Oral Products
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
Pet products Pet Foods & Pet Products
Other
Photographic Products
Office/Business Equipment
Transportation
Travel & Tours
Multi Sections Advertising
Media & Marketing
CD/DVD (Musical & Film Products)
Leisure
Agricultural Products
Building Material & Machinery
Classified
Government & Community Announcement
Websites
Sundries
House Ads
Methodology

4. © TNS
The audit was conducted in July 2016. Digital advertising
spending data was submitted by 24 agencies.
1 Adapter Digital Co., Ltd.
2 ARC Worldwide
3 Brilliant & Million Co., Ltd.
4 Carat (Thailand)
5 Dentsu Young & Rubicam
6 Dentsu 360
7 Dentsu Thailand
8 Ewit Co., Ltd
9 Flexmedia iProspect Co.,Ltd
10 Grey (Thailand)
11 Havas Worldwide Bangkok Ltd
12 360 Innovative
13 IPG Mediabrands
14 Isobar (Thailand) Co.,Ltd
15 J. Walter Thompson Bangkok Group
16 Lowe
17 MCFIVA (Thailand) Co., Ltd
18 mInteraction Co., Ltd
19 Omnicom Media Group
20 Rabbit’s Tale Co., Ltd
21 Starcom MediaVest Group
22 Thaiconnexion
23 Zenith Optimedia Co., Ltd
24 Winter Egency Co.,Ltd
Agencies
Remark:
Reported numbers are based on reported spending data of a sample of 24 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.

5. © TNS
Total Spending 2016

6. © TNS
2016 Spending by Industry

7. © TNS
Top 3 Highest Spenders from 2012 – 2016
SpendinginMillionBaht

8. © TNS
Top 5 Highest Spenders from 2012 – 2016
SpendinginMillionBaht

9. © TNS
2016 Fastest Growing Industries2016 Fastest Growing Industries by Volume
0
200
400
600
800
1000
1200
SpendinginMillionBaht
64%
+379MB
79%
+276MB
64%
+189MB
127%
+187MB 197%
+178MB
249%
+164MB
182%
+158MB
59%
+126MB
36%
+101MB
10%
+94MB

10. © TNS
2016 Fastest Growing Industries2016 Fastest Growing Industries by Percentage
0
50
100
150
200
250
300
SpendinginMillionBaht
8MB
+4757%
61MB
+729%
3MB
+587%
75MB
+429%
5MB
+337%
17MB
+250%
164MB
+249%
2MB
+231%
178MB
+197%
11MB
+185%

11. © TNS
Spending by Disciplines

12. © TNS
Top Disciplines
1,663

13. © TNS
Agency Outlook
Challenging obstacles to achieve higher spending on digital ad according to the participated agencies
0%
0%
22%
26%
48%
61%
83%
Low internet penetration rate
Low purchasing power among internet users
Unaware of digital media effectiveness
Inability to reach mass audiences
Lacking of research for digital media
planning
Lacking of industry benchmark
Insufficient knowledge on digital media

14. © TNS
Agency Outlook
Digital ad spending by marketing objectives based on actual spending

15. © TNS
Snapshot of Full Report

16. © TNS
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