Market Insights Advertising & Media Advertising

TV & Video Advertising - Thailand

Thailand

Ad spending in the TV & Video Advertising market in Thailand is forecasted to reach US$2.44bn in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$1.88bn in 2024.
When looking at global comparison, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$34.72 in 2024.
By 2029, the number of TV Viewers in Thailand is anticipated to be 54.92m users.
Thailand's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer behavior and technological advancements.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Thailand has been experiencing significant growth in recent years. Customer preferences have shifted towards digital media consumption, leading to an increase in online video advertising. This trend is driven by the widespread availability of high-speed internet and the growing popularity of smartphones and other mobile devices.

Customer preferences: Thailand has a large and growing population of internet users, with a high percentage of them accessing the internet through mobile devices. As a result, consumers are increasingly turning to online video platforms for entertainment and information. This has created a new avenue for advertisers to reach their target audience.

Trends in the market: The rise of online video advertising in Thailand can be attributed to several factors. Firstly, the convenience and accessibility of online video platforms have made them a preferred choice for consumers. People can watch videos anytime and anywhere, which has led to an increase in video consumption. Secondly, the effectiveness of online video advertising in capturing viewers' attention and conveying messages has made it an attractive option for advertisers. Online videos allow for more engaging and interactive content, which can lead to higher brand awareness and customer engagement. Lastly, the ability to target specific audiences through online video advertising has made it a cost-effective and efficient marketing tool. Advertisers can leverage data analytics and targeting capabilities to reach their desired audience segments, resulting in higher conversion rates and return on investment.

Local special circumstances: Thailand has a unique cultural landscape that influences the TV & Video Advertising market. Thai people have a strong preference for local content, including TV shows, movies, and music. Advertisers have recognized this preference and have tailored their video advertising campaigns to incorporate local elements, such as Thai language, celebrities, and cultural references. This localization strategy helps to resonate with the target audience and increase the effectiveness of the advertising message.

Underlying macroeconomic factors: Thailand's growing economy and increasing disposable income have contributed to the development of the TV & Video Advertising market. As people's purchasing power increases, so does their ability to spend on entertainment and leisure activities. Advertisers are capitalizing on this trend by investing more in TV and video advertising to capture the attention of consumers and promote their products and services. In conclusion, the TV & Video Advertising market in Thailand is experiencing growth due to the shift in customer preferences towards digital media consumption. The convenience and accessibility of online video platforms, along with the effectiveness of online video advertising, have made it a preferred choice for both consumers and advertisers. The localization of video advertising campaigns to incorporate Thai culture and preferences further enhances their effectiveness. Additionally, Thailand's growing economy and increasing disposable income have created a favorable environment for advertisers to invest in TV and video advertising.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, 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, media consumption, internet users, consumer spending, and digital consumer spending.

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.