Video, Facebook ads to the fore
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BRANDS and companies will keep directing their advertising dollars to digital media platforms, according to the Digital Advertising Association (Thailand).
“This year, the rising stars are video and Facebook ads, which will soon outpace display ads or banners,” DAAT president Siwat Chawareewong said yesterday.
DAAT forecasts a rise of 33 per cent to Bt8.13 billion.
DAAT surveyed leading digital-media agencies and found that 75 per cent believed that the industry would see spending rise by at least 30 per cent from Bt6.11 billion last year.
The estimate was based on information from 20 leading digital media agencies representing about 80 per cent of total advertising investment via digital media platforms such as display ads, search engines, social media, creative production, mobile ads and videos.
Displays account for 28.1 per cent of total digital ad spending, followed by search with 21.2 per cent and Facebook with 16 per cent.
Because of the increase in mobile Internet users, consumers want more data to consume, particularly video content.
The arrival of YouTube Thailand was a key turning point for data consumption in the country.
Key digital-media players are expanding services to meet increasing demand for video content. Line Thailand is introducing Line TV, and Facebook will soon add a video-sharing service.
Among 56 main industries, telecommunications, automobiles and fast-moving consumer goods were keen on budgeting advertising for digital media, while real estate dropped last year. This year’s trend also follows suit.
Last year, telecoms were the biggest spenders at a total of Bt884 million, followed by autos at Bt695 million, skincare products at Bt424 million, financial and banking service at Bt259 million and hair-care products at Bt231 million.
