Insight

Reference

·

Primary source

Digital share of Thai ad-spend

~45%

As ofFY2024·Sources2·Primary

Digital (search, social, programmatic, video) overtook TV ~2022-23 and continues to gain share. Programmatic, social, creator, retail-media are the growth engines.

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Figure in context

Digital (search, social, programmatic, video) overtook TV ~2022-23 and continues to gain share. Programmatic, social, creator, retail-media are the growth engines.

Digital (search, social, programmatic, video) overtook TV ~2022-23 and continues to gain share. Programmatic, social, creator, retail-media are the growth engines.

Time scope

FY2024

Source basis

Primary source

Interpretation notes

What this tells you

Digital (search, social, programmatic, video) overtook TV ~2022-23 and continues to gain share. Programmatic, social, creator, retail-media are the growth engines.

What not to do with it

Use the linked report for interpretation and keep basis differences explicit.

Related figures

Adjacent numbers that add context without drowning the value.

FY2024
~THB 130B

Thai ad-spend

MAAT, Nielsen Thailand, SCB EIC

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

Report context

Thailand Advertising & Marketing Services Market Intelligence

Thai advertising, marketing services ~THB 130B annually (MAAT, Nielsen Thailand, SCB EIC). Digital ~45% (search, social, programmatic, video) overtook TV ~30%; OOH ~12% (VGI BTS, Plan B, mall); radio, print ~8%. 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. Thai independents lead digital, creator execution: Rabbit Digital, IM Thailand, Wisesight, Tellscore, AnyMind. VGI Global (SET: VGI) is the listed OOH anchor (BTS SkyTrain, mall). Nielsen, Dataxet, Wisesight own measurement, social listening. PDPA, NBTC, OCPB, FDA regulate ad targeting, broadcast, regulated categories.

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Atlas actors in this figure's reports

Profiles covered in the report that cite this number.

Plan B Media

Listed Thai OOH operator with airport, highway, regional inventory; sports-marketing, digital-signage arms.

VGI Global Media

Listed Thai OOH leader; BTS SkyTrain, mall-network inventory; BTS Group subsidiary.

Boon Rawd Brewery / Singha Corporation

Thailand's oldest brewery; private family-held; Singha, Leo beer, Purra water; ~30-35% Thai beer share.

Thai Beverage (ThaiBev)

TCC Group beverage flagship; Chang beer, SangSom spirits, F&N, Oishi; FY2024 revenue ~THB 290B; SGX-listed.

Digital share of Thai ad-spend · Insight