Thailand’s media spending to see 4% growth driven by online and TV

[webfact]

Anticipating a 4% growth in media spending this year, mirroring the trend from 2023, the market is set to be driven by online, TV, and out-of-home media. This predicted growth is attributed to political stability and economic stimulus initiatives introduced by the government.

 

The burgeoning e-commerce platform landscape has catapulted affiliate marketing into a key media tool for brands. This trend is particularly visible amid the rising competition between key players Lazada, Shopee, and TikTok, according to Pawat Ruangdejworachai, the President and Chief Executive of Media Intelligence Group (MI).

 

“Marketing technology and data-driven marketing will likely shrink advertising in traditional media to 20% in the next few years, while online is projected to comprise half of total spending by 2025,” Pawat stated.

 

“Thailand’s media spending will continue to grow by 4% in 2024, close to the 2023 level, thanks to the rebounding economy, tourism and government assistance measure,” Pawat added.

Potential hurdles in this path include high household debt, mounting living expenses, and the pressure on small and medium-sized enterprises.

 

by Alex Morgan

Photo courtesy of iStock

 

Full story: The Thaiger 2024-01-24

 

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[flyingtlger]

7 minutes ago, webfact said:

Potential hurdles in this path include high household debt, mounting living expenses, and the pressure on small and medium-sized enterprises.

That can be said for most, if not all economies around the world...

[retarius]

Just what we need, more ads. Marketing is about spreading dissatisfaction with your current range of solutions to problems i.e. products then presenting the advertisers' products as being a better solution. It's clever because it is always applicable. 

One of the things I love about Thailand is that I can easily screen out advertising in Thai, either print or on TV. It's like having very little advertising. 

 

 

[mikebell]

23 hours ago, webfact said:

This predicted growth is attributed to political stability and economic stimulus initiatives introduced by the government.

AKA subverting the General Election results and offering a 10,000 baht bribe to gullible voters.