"Thai Ad Spend Rises by 4% Year-on-Year, Latest Nielsen Data Reveals"

In the bustling heart of Bangkok, the advertising scene is experiencing a vibrant shift. Picture this: marketers are buzzing with excitement as the latest Nielsen data reveals a significant rise in ad spend. From January to April 2024, there's been a remarkable 4% increase compared to the same time last year. This translates to an impressive boost of over 1,255 million baht.

The surge in spending is largely driven by the power of social media, with 8 out of 10 marketers attributing their increased budgets to this dynamic platform. It's not just social media that's making waves; cinema, online, and outdoor advertising are also leading the charge, showcasing the diverse landscape of Thai media.

Despite challenges like a steep decline in print spend and a slight dip in radio advertising, the market is buoyed by substantial gains in other areas. Cinema advertising has skyrocketed by 35%, online advertising by 8%, and even linear TV has seen a modest rise of 1%, culminating in the overall 4% growth.

Nielsen’s Runchita Srivoravilai emphasizes the need for brands to navigate this complex landscape with precision and intelligence. “As Thailand’s ad landscape grows more complex by the day, brands, agencies, and media owners need cutting-edge, high-quality commercial intelligence to stand out from the competition and strategically advance their brands and media,” she explains.

Arnaud Frade, Nielsen’s President of Commercial (Asia), adds to this narrative, highlighting the necessity for strategic ad spending. “These numbers highlight the necessity for marketers to be more strategic in their ad spend, leveraging top-quality data to gain a competitive edge and maximize their ROI. As budgets get tighter, and there’s growing pressure on being seen and heard, marketers in Asia are doubling-down on targeting the right audiences,” he says.

The story of Thailand's advertising market in 2024 is one of adaptation and growth, with brands embracing new strategies to captivate their audiences in an ever-evolving digital age.

Source: https://www.nielsen.com/news-center/2024/latest-nielsen-data-shows-thai-ad-spend-up-4-on-same-period-last-year/