Advertising & Marketing ServicesSilver report

Published January 2026Insight Research24 min read2026 Edition12 sources, 12 primary-gradeStrong source depth

Thailand Advertising & Marketing Services Market Intelligence

Thai ad-spend ~THB 130B. Digital ~45% > TV ~30% > OOH ~12%. Global networks (WPP, Publicis, Dentsu) dominate enterprise; VGI OOH-listed leader; Tellscore, AnyMind creator-commerce.

Key takeaways

1
Thai ad-spend ~ (~) in 2024 (MAAT, Nielsen Thailand). Digital ~ > TV ~ > OOH, cinema ~ > radio, print ~ > PR, events ~.
2
Digital overtook TV ~2022-23 and continues to gain share. Programmatic, social, creator, retail-media are the growth engines; TV remains default for mass-reach FMCG, auto, telco.
3
Global networks dominate enterprise mandates: WPP Thailand (Ogilvy, Grey, Mindshare, GroupM), Publicis Thailand (Leo Burnett, Saatchi, Starcom), Dentsu Thailand (Dentsu X, Carat, iProspect), IPG, Omnicom. Most Thai P&L disclosure is rolled into group filings — independent visibility is limited.
4
OOH is VGI Global Media–anchored (SET: VGI): BTS SkyTrain, mall networks dominate Bangkok OOH; Plan B, regional operators take the rest. Digital OOH (DOOH) is the growth axis.
5
Creator economy scales via Tellscore, AnyMind, Wisesight. Measurement, social listening owned by Nielsen (TV, cross-media), Dataxet (PR), Wisesight (social). PDPA enforcement, NBTC broadcasting, OCPB consumer-protection, FDA category pre-approval (pharma, food, cosmetics, alcohol) are the regulatory anchors.

Executive summary

Thailand's advertising, marketing services market is ~ (~) in 2024 per MAAT (Media Agencies Association of Thailand) monthly ad-spend monitor, Nielsen Thailand cross-media data. Channel mix: digital ~, TV ~, OOH, cinema ~, radio, print ~, PR, events, experiential ~. Digital overtook TV around 2022-23 and continues to gain share on programmatic, social, video, creator, retail-media.^{[, , ]}

Agency supply is two-tier. Global networks — WPP Thailand (Ogilvy, Grey, Mindshare, GroupM), Publicis Thailand (Leo Burnett, Saatchi, Starcom), Dentsu Thailand (Dentsu X, Carat, iProspect), IPG, Omnicom — dominate enterprise mandates, multinational brands. Thai independents, specialists lead digital, social, creator, PR execution: Rabbit Digital, IM Thailand, Wisesight, Tellscore, AnyMind, Dataxet. AAT (Advertising Association of Thailand) governs creative self-regulation, awards.^{[, , , , ]}

OOH is VGI Global Media-anchored (SET: VGI): BTS SkyTrain, retail-mall network own dominant Bangkok OOH share; Plan B, regional operators compete on highway, upcountry, airport. DOOH (digital OOH) is the growth axis. Measurement: Nielsen (TV, cross-media currency), Dataxet (PR, clipping), Wisesight (social listening). PDPA enforcement, NBTC broadcasting-ad standards, OCPB consumer-protection, FDA pre-approval for regulated categories (pharma, food, cosmetics, alcohol), MDES digital-content, influencer-disclosure rules shape operating risk.^{[, , , , , ]}

MAAT, Nielsen, AAT, VGI, WPP/Publicis/Dentsu filings, SCB EIC, OCPB, NBTC, MDES

Data as of: FY2024

Thai ad-spend trend (THB billion, 2020-2024)

2020

Ad-spend (THB B)

Context

COVID contraction

2021

Ad-spend (THB B)

100

Context

Partial recovery

2022

Ad-spend (THB B)

110

Context

Digital overtakes TV

2023

Ad-spend (THB B)

120

Context

Creator, programmatic scale

2024

Ad-spend (THB B)

130

Context

Digital ~45%; retail-media emerging

Year	Ad-spend (THB B)	Context
2020	95	COVID contraction
2021	100	Partial recovery
2022	110	Digital overtakes TV
2023	120	Creator, programmatic scale
2024	130	Digital ~45%; retail-media emerging

MAAT, Nielsen Thailand, SCB EIC

Data as of: 2024

Channel mix (% of FY2024 ad-spend)

Digital

Share %

45%

Leaders

Meta, Google, TikTok, LINE, programmatic

Share %

30%

Leaders

Channel 7, 3, ONE, Workpoint, GMM, Thai PBS

OOH, cinema

Share %

12%

Leaders

VGI BTS, Plan B, Major Cineplex

Radio, print

Share %

Leaders

Long-tail decline

PR, events, experiential

Share %

Leaders

Dataxet, agency events

Channel	Share %	Leaders
Digital	45%	Meta, Google, TikTok, LINE, programmatic
TV	30%	Channel 7, 3, ONE, Workpoint, GMM, Thai PBS
OOH, cinema	12%	VGI BTS, Plan B, Major Cineplex
Radio, print	8%	Long-tail decline
PR, events, experiential	5%	Dataxet, agency events

MAAT, Nielsen Thailand

Data as of: FY2024

Digital platform share (% of FY2024 Thai digital ad revenue)

Meta (Facebook, Instagram)

Share %

26%

Position, 2024-25 trajectory

$244.9M 2024 ad-revenue; -3% YoY share-loss vs TikTok

TikTok

Share %

20%

Position, 2024-25 trajectory

$196.5M 2024; +63% YoY; surpassed YouTube to #2

YouTube (Google)

Share %

18%

Position, 2024-25 trajectory

Video, connected-TV; mass-reach overlay to TV

Google Search, Display

Share %

16%

Position, 2024-25 trajectory

Performance, retargeting, programmatic Display

LINE (LY Corp)

Share %

Position, 2024-25 trajectory

Display, official account, LINE Today, broadcast

Shopee, Lazada, TikTok Shop retail-media

Share %

Position, 2024-25 trajectory

Sponsored search, banner; retail-media emerging

Other (X, programmatic open web)

Share %

Position, 2024-25 trajectory

Long-tail, niche programmatic, B2B LinkedIn

Platform	Share %	Position, 2024-25 trajectory
Meta (Facebook, Instagram)	26%	$244.9M 2024 ad-revenue; -3% YoY share-loss vs TikTok
TikTok	20%	$196.5M 2024; +63% YoY; surpassed YouTube to #2
YouTube (Google)	18%	Video, connected-TV; mass-reach overlay to TV
Google Search, Display	16%	Performance, retargeting, programmatic Display
LINE (LY Corp)	8%	Display, official account, LINE Today, broadcast
Shopee, Lazada, TikTok Shop retail-media	7%	Sponsored search, banner; retail-media emerging
Other (X, programmatic open web)	5%	Long-tail, niche programmatic, B2B LinkedIn

MAAT, Nation Thailand digital-ad disclosures, Wisesight, AnyMind triangulation

Data as of: FY2024

OOH operator share (% of FY2024 Thai OOH revenue)

VGI Global Media (SET: VGI)

Share %

42%

Position

BTS SkyTrain, mall, CentralWorld, MBK, Siam, Terminal 21

Plan B Media (SET: PLANB)

Share %

28%

Position

Highway, airport, sports-marketing; Vistar programmatic DOOH

Major Cineplex (SET: MAJOR)

Share %

12%

Position

Cinema, in-theatre, mall-screen network

JCDecaux Thailand

Share %

Position

Airport, transit, street furniture; global parent

Workpoint, BEC, NBT in-house

Share %

Position

TV broadcaster OOH adjacencies

Regional, airport, highway, other

Share %

Position

Upcountry, ad-hoc, regional operators

Operator	Share %	Position
VGI Global Media (SET: VGI)	42%	BTS SkyTrain, mall, CentralWorld, MBK, Siam, Terminal 21
Plan B Media (SET: PLANB)	28%	Highway, airport, sports-marketing; Vistar programmatic DOOH
Major Cineplex (SET: MAJOR)	12%	Cinema, in-theatre, mall-screen network
JCDecaux Thailand	6%	Airport, transit, street furniture; global parent
Workpoint, BEC, NBT in-house	5%	TV broadcaster OOH adjacencies
Regional, airport, highway, other	7%	Upcountry, ad-hoc, regional operators

VGI 56-1, Plan B 56-1, MAAT, Mordor Intelligence OOH

Data as of: FY2024

Analyst framing

Why this report

Thai ad-spend is digital-first, global-network-dominated at enterprise, VGI-anchored OOH. Creator, retail-media, DOOH are the growth axes; PDPA, category pre-approval the regulatory floor.

Agency-network, specialist playbooks

WPP Thailand: largest global-network footprint — Ogilvy (creative, PR), Grey (creative), Mindshare, GroupM (media), Wunderman Thompson (CRM, digital), Hill & Knowlton (PR). Dominant share of multinational, enterprise mandates. Thai P&L rolled into WPP plc group filings; local visibility limited.

Publicis Groupe Thailand: Leo Burnett (creative), Saatchi & Saatchi (creative), Starcom, Zenith (media), Digitas (digital, CRM), MSL (PR). Dentsu Thailand: Dentsu X, Carat (media), iProspect (performance), Isobar / Dentsu Creative. IPG, Omnicom maintain smaller Thai footprints via McCann, BBDO, DDB, TBWA. Competing on enterprise pitch, retainer business.

Thai independents, digital specialists: Rabbit Digital, IM Thailand, MRM Thailand, Hakuhodo Thailand (Japanese network but Thai-run), Spa-Hakuhodo. Digital-performance, creator-first execution. Wisesight, Dataxet own social listening, PR intelligence. Tellscore, AnyMind scale the creator marketplace (rate cards, campaign workflow, commerce attribution).

VGI Global Media (SET: VGI): the listed OOH anchor. BTS SkyTrain, BTS station, mall-network inventory (CentralWorld, MBK, Siam, Terminal 21). 56-1 One Report shows OOH, ancillary-media segments. Plan B Media, regional operators compete on highway, upcountry, airport. DOOH penetration, programmatic-OOH buying is the growth lever.

Measurement currency: Nielsen Thailand runs TV panel, cross-media, ad-spend syndicated data — the industry standard for planning, post-campaign reporting. Dataxet leads Thai media monitoring, PR clipping, Zocialist social listening. Wisesight leads Thai social, influencer analytics (Thailand Zocial Awards, AIS indices).

TV networks: Channel 7, 3, ONE, Workpoint, GMM, Thai PBS

Free-to-air TV holds ~30% of Thai ad-spend but is in structural decline as digital expands. BBTV Channel 7 (BTS Group adjacency via partnership) remains the largest free-to-air audience by Nielsen TV rating, anchored on news, drama, sports — particularly Muay Thai, football, lakorn primetime; ranks #1 most weeks of the year. BEC World (SET: BEC) operates Channel 3, Channel 3 Plus, Family — strong drama (lakorn) production, weaker news. NBT, Thai PBS (state, public broadcaster) cover government, public-interest content with minimal commercial inventory.

ONE 31 (GMM Grammy-aligned) is the highest-rated digital terrestrial channel after Channel 7 — drama, variety, lakorn focus. Workpoint Entertainment (SET: WORK) runs Channel 23 (Workpoint TV) with strong variety, game-show, comedy programming, plus mall-based events business. GMM Grammy (SET: GRAMMY) runs music-driven content via GMM 25, ONE 31 partnership. PPTV HD 36 (Pioneer Public TV, owned by Mr Prayuth Mahagitsiri family) targets news, business, premium audience. Channel 8 (RS-affiliated, then sold), Amarin TV 34 (Amarin Printing & Publishing), True4U occupy mid-tier. Cable, pay-TV via TrueVisions (True Corporation) is sub-2% of ad-spend.

TV ad pricing: Nielsen Thailand sets the currency. Channel 7 primetime CPM remains the highest; sports (Thai football, Muay Thai, World Cup), drama lakorns, news command premium. Connected-TV (CTV, YouTube on smart-TV, AIS PLAY, TrueID TV) is the cross-over inventory growing on advertiser CTV-allocation shift. Programmatic CTV is nascent; direct-IO buying dominant.

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Key figures

Selected anchors from the report evidence pack.

FY2024

~THB 130B

Thai ad-spend

MAAT, Nielsen Thailand, SCB EIC

FY2024

~45%

Digital share of Thai ad-spend

MAAT, Nielsen Thailand

FY2024

~30%

TV share of Thai ad-spend

MAAT, Nielsen Thailand

FY2024

~12%

OOH, cinema share of ad-spend

MAAT, VGI 56-1, Plan B disclosures

FY2024

5 holdcos

Global network concentration on enterprise mandates

Holdco 10-K, MAAT

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