Key regions: Asia, China, India, United States, France
The Newspaper Advertising market in Thailand has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.
Customer preferences: In today's digital age, customers have become increasingly reliant on online platforms for news consumption. As a result, the demand for traditional print newspapers has declined, leading to a shift in advertising preferences. Advertisers are now focusing more on digital advertising channels, such as social media and online news platforms, to reach their target audience. This change in customer preferences has impacted the Newspaper Advertising market in Thailand, with advertisers allocating a larger portion of their advertising budgets to digital channels.
Trends in the market: One of the key trends in the Newspaper Advertising market in Thailand is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making it more efficient and cost-effective. This trend has gained traction in Thailand as advertisers seek to reach their target audience more effectively and optimize their advertising spend. Programmatic advertising also offers better targeting capabilities, allowing advertisers to deliver personalized messages to their audience. Another trend in the market is the growing importance of mobile advertising. With the increasing penetration of smartphones in Thailand, advertisers are recognizing the need to optimize their advertising campaigns for mobile devices. Mobile advertising offers a more immersive and interactive experience for users, making it an attractive option for advertisers. As a result, newspapers in Thailand are investing in mobile advertising capabilities to stay competitive in the market.
Local special circumstances: Thailand has a highly competitive media landscape, with a wide range of newspapers and news outlets vying for readership. This competition has led to newspapers offering more attractive advertising packages and rates to attract advertisers. Additionally, newspapers in Thailand have also started to offer integrated advertising solutions, combining print and digital advertising to provide a comprehensive advertising package for advertisers. This approach allows advertisers to reach a larger audience across multiple platforms.
Underlying macroeconomic factors: Thailand's growing economy and increasing consumer spending power have also contributed to the development of the Newspaper Advertising market. As the economy continues to grow, businesses are expanding and looking for effective ways to reach their target audience. Newspapers provide a trusted platform for advertising, allowing businesses to build brand awareness and connect with their customers. The growing economy has also led to increased competition among businesses, driving the demand for advertising services. In conclusion, the Newspaper Advertising market in Thailand is evolving in response to changing customer preferences and local special circumstances. Advertisers are shifting their focus towards digital advertising channels, such as programmatic and mobile advertising, to reach their target audience more effectively. Newspapers in Thailand are also adapting to the changing landscape by offering integrated advertising solutions and attractive advertising packages. The growing economy and increasing consumer spending power further contribute to the development of the market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on newspaper advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising in printed newspapers.Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use industry association reports, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and education index.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.
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