In 2024, Thailand's digital advertising market experienced an 8% growth, reaching 34.5 billion baht. While this growth is slightly lower than previous years, projections for 2025 indicate a 10% increase, signaling a resilient and expanding market. Notably, TikTok has emerged as a significant player, surpassing YouTube to become the second-largest platform in terms of advertising spend, following Meta.
The adoption of marketing technology (martech) is becoming increasingly prevalent among Thai businesses. In 2024, martech accounted for 46% of corporate marketing budgets, a substantial increase from 10-30% in 2023. This shift underscores the importance of data-driven strategies and personalized marketing in the current landscape.
Thailand has witnessed the emergence of several innovative advertising and creative agencies that are redefining the industry. Agencies like Yell Advertising and YDM Thailand are leveraging technology and creativity to deliver impactful campaigns. These agencies are not only focusing on traditional advertising but are also embracing digital platforms to reach wider audiences.
Modern creative agencies in Thailand are increasingly adopting data-driven approaches to understand consumer behavior and preferences. By utilizing analytics and insights, these agencies can craft personalized campaigns that resonate with target audiences, leading to higher engagement and conversion rates.
TikTok has become a dominant force in Thailand's digital landscape, with users spending an average of 95 minutes daily on the platform. Over 75% of TikTok users in Thailand are under the age of 35, making it an essential platform for brands targeting younger demographics. mcixagency.com
The platform's algorithm promotes content discoverability, allowing even small brands to achieve significant reach. Viral trends on TikTok have a direct influence on consumer purchasing decisions, both online and offline. Brands that effectively leverage TikTok's features can drive substantial engagement and sales.mcixagency.com
As of January 2024, Thailand had approximately 49.1 million active social media users. Thai users spend an average of 2.31 hours daily on social media platforms, indicating a highly engaged online population.
Thailand's mobile-first culture means that the majority of internet traffic and social media usage occurs via smartphones. This trend emphasizes the importance of mobile-optimized content and advertising strategies for brands aiming to capture the Thai market.
The advertising and digital marketing landscape in Thailand is rapidly evolving, with creative agencies and platforms like TikTok playing pivotal roles. Brands that embrace data-driven strategies, understand local consumer behavior, and leverage emerging platforms are well-positioned to succeed in this dynamic market.
