THAILANDDIGITAL ADVERTISING SPEND

2018-2019DATA COLLECTION TRAINING

January 9, 2019

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THAILANDDIGITAL ADVERTISING SPEND2018-2019March, 2019

Agencies

The audit was conducted in Feb 2019.

Digital advertising spend data was submitted by 40

agencies.

1 Adapter Digital Co., Ltd

2 Apollo18 Co., Ltd

3 Brilliant&Million Co,Ltd

4 Carat (Thailand) Co.,Ltd

5 Dentsu X (Thailand) Ltd

6 Dentsu(Thailand) Ltd

7 Ewit Co.,Ltd

8 Flexmedia Iprospect Co.,Ltd

9 Grey (Thailand) Ltd.

10 GroupM

11 Havas Riverorchid Thailand

12 I-DAC (Bangkok) Co.,Ltd

13 intDigital Co.,Ltd

14 Interspace Co.,Ltd

15 IPG Mediabrands - BPN

16 IPG Mediabrands - Ensemble

17 IPG Mediabrands - Initiative

18 IPG Mediabrands - Reprise

19 IPG Mediabrands - UM

20IPG Advertising (Thailand) Ltd. McCann Worldgroup

Remark:

Reported numbers are based on reported spending data of a sample of 40 agencies. DAAT estimates that

the sample of agencies represents 80% of spending in the market. The numbers presented on this page are

upgraded proportionally to reflect 100% of the market.

21 Itopplus Co.,Ltd

22 J Connect, J Walter Thompson Bangkok Group

23 Media Intelligence Co.,Ltd

24 MediaCom Thailand

25 Mindshare Thailand

26 mInteraction Co.,Ltd

27 Ogilvy Group Thailand

28 Omnicom Media Group

29 Rabbit Digital Group Co., Ltd

30 Rabbit's Tale Co., Ltd

31 Showroom111 Co.,Ltd

32 Spark Foundry

33 Starcom

34 Syndacast Co.,Ltd

35 The Leo Burnett Group Thailand

36 Vizeum (Thailand) Vo. ltd

37 Wavemaker Thailand

38 Winter Egency Co.,Ltd

39 YDM Thailand Co.,Ltd

40 Zenith Thailand

2

2

Total Spending

Thailand digital advertising spending has grown

36% from 2017 to 2018, with total THB 17 Billion

by the end of the year.

Thailand digital spending is expected to grow by

16% and almost reach 20 Billion in 2019.

+53%

+44%

+32%+17%

+31%

+36%

+16%

FC 2018

14,973

Total Spending

2012 2013 2014 2015 2016 2017 2018 FC2019

2,783

4,248

6,115

8,084

9,479

12,402

16,928

19,692

3

2018 Top

Industry

Spending

Unit in Million Baht

Motor Vehicles,

Communications, and Skin-

care preparations continue

to be the top three biggest

spenders in digital advertising

in 2018.

A dark horse in 2017, Non-

Alcoholic Beverages grew

past Banks to become the

fourth top spender industry in

2018.

22%

3,751

44

The 3 Highest Spenders

Motor Vehicles,

Communications, and

Skin-care Preparations will

continue to be the top 3

biggest digital media

spenders in 2019.

Unit in Million Baht

Motor Vehicles

1,289

Communications

Skin-care Preparations

Motor Vehicles

Communications

Banks

Motor Vehicles

Communications

Banks

1,195

847

2,361

1,925

1,454

2,783

2,115

1,753

Motor

Vehicles

Communications

Banks

Motor

Vehicles

Communications

Skin-care

Preparations

Motor

Vehicles

Communications

Skin-care

Preparations

Communications Communications Communications 723 1,148 1,396 Skin-care Preparations Non Alcoholic Beverages

Communications Communications Communications 644 1,080 1,239 Non Alcoholic Beverages Banks Non Alcoholic

Beverages

Banks

5

FC 2019 Top

Industry

Spending

Unit in Million Baht

Motor Vehicles,

Communications, and Skin-

care preparations are still

expected to maintain its

position in this upcoming

2019.

3,994

20%

6

18%

10%

21%

8%

29%

-6%

47%

13%

17%

22%

Top 10

Spending

Industries

Retail is among industries with

top growth in 2017-2018 and is

expected to achieve the highest

growth going forward, possibly

due to the rise of e-commerce

and continued digitalization of

traditional retail.

Non-Alcoholic beverages’

growth is possibly due to

alcoholic brands entering 0%

alcoholic drinks.

Dairy & Dairy Substitute

Products is the only industry

that agencies forecast will

stabilize in 2019.

1,289

1,195

723

644

847

570

332

539

273

371

2,361

1,925

1,454

1,148

1,080

840

701

688

585

438

2,783

2,115

1,753

1,239

1,396

790

1,029

775

683

532

Motor Vehicles

Communications

Skin-care Preparations

Non Alcoholic

Beverages

Banks

Dairy Products & Dairy

Substitute Prod.

Retail Shops/Stores

Insurance

Real Estate

Hair Preparations

Unit in Million BahtGrowth

Y17-Y18

83%

61%

101%

78%

28%

47%

111%

28%

114%

18%

Growth

Y18-Y19 (FC)

7

DISCIPLINE

8

2018

Facebook and YouTube

continue to be top platforms that

draw the largest amount of

investment.

Search takes 3rd spot among

disciplines receiving top spend as

performance marketing becomes

marketers’ top priority.

Spend in Creative grows as

production across platforms

diversify.

Display declines from 3rd rank in

2017 to 6th rank this year.

2018

Discipline

Spending

FC2019

Facebook, YouTube, and

Search are expected to remain

top three platforms in 2019.

FC2019

Discipline

Spending

10

Discipline

Spending

4,084

2,105

1,034 984 1,020

1,340

627 729

26

235 40 - 4

175

4,941

2,931

1,651 1,580

1,446 1,373 1,195

1,053

135 116 103 - -

403

5,558

3,364

2,010 1,829

1,580 1,587 1,425

1,293

162 125 115

324

9

311

AC2017 AC2018 FC2019

Spendin

g in M

illio

n T

HB

Facebook

Ad

YouTube

Ad

Search Creative Social Display LINE Online

Video

Twitter Native Ads Instagram

Ad

Affiliated

Marketing

Instant

Messaging

Others

Y18 Y19

(%) 12% 15% 22% 16% 9% 16% 19% 23% 21% 7% 11% - -23%

Y17Y18

(%) 21% 39% 60% 61% 42% 2% 91% 44% 412% -50% 155% -100% 130%

*Online video excluding Facebook Ad video, YouTube Ad video, Line video, Instagram Ad video, which are included in their own disciplines.

NEW

FROM

Y19

Advertisers expect to see the

highest spend growth in Online

Video, as well as Search and

Line, on top of their growth in

2017-2018.

Slow growth in in 2017-2018,

Display is forecasted to pick up

its pace in 2019.

AGENCY OUTLOOK

12

33

12

12

10

9

5

9

44 3

35

1713

11

7

7

53 21

Q1.Proportions of the budget spent on the following purposes of using Digital Media

Jul 2018 Feb 2019

Digital

Advertising

Objectives

How much of the budget in Digital Media is applied to each purpose?Fig in %

While Awareness, lead

generation, and driving

sales to online channels

remain key objectives,

Consumer Engagement

and one-to-one

communication rises as a

priority.

Increase Awareness / Reach Engagement Consumer Lead Generation Drive sales to online channel

Branding Drive sales to offline channel E-commerce CRM & Customer service

PR CSR

Digital Media

Tools Fig in %

Data Analytics platform and

dashboard continues to lead

as the media tools that will play

important role in 2019.

E-commerce is the most

trending rising category of tool

this year, growing from the

bottom of the chart to 2nd place.

Overall, which Digital Media tools will

play significant important role in 2019?

82% 61% 57%

Data Analytic Platform (Ad-Serve/ Data Management Platform)

Ecommerce Real Time Media, Dashboard,

Monitoring Tools

54% 46% 39% 25% 18% 14%

Social Listening

Tools

Programmatic

(DSP/SSP)

Social Platform

Tools

Search Tools Messaging App Bid Optimization

Tools

Q2. Overall, which Digital Media tools do you think clients are interested and which tools will play a significant important role in year 2019.

#1 (1) #2 (7) #3 (2)

#4 (3) #5 (6) #6 (4) #7 (5) #8 (7) #9 (9)

# Feb 2019 Importance Ranking

() Jul 2018 Importance Ranking

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*2018-2019 Thailand Digital Advertising Spend Report will be available from April 2nd onwards.

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