Facebook Ad Spending Dominates Digital in Thailand

Digital video ad spending is also climbing rapidly

October 5, 2016 | Media Buying

Facebook ad spending in Thailand will dominate digital ad spending in 2016, according to a September report from Thailand’s Digital Advertising Association. While almost every format will see increased spending, digital Facebook ad spending will rise by nearly THB1 billion (about $29.2 million).

Digital advertisers will spend about THB2.8 billion ($81.7 million) on Facebook ads in 2016, up from 2015’s total of THB1.9 billion ($55.5 million). Other ad spending formats—think YouTube advertising, creative ads, search and more—will see fairly modest gains in spending, nowhere near the massive increase for Facebook ads.

Spending on some formats will even drop, like Twitter ad spending.

Between the various social formats, and video ads, there’s a clear focus on display ad spending generally. Perhaps not surprisingly, the most common objective for advertisers in Thailand was increased awareness and reach of their product.

Nearly half of agencies surveyed said their clients’ primary objective was awareness and reach, and no other objective really came close to challenging that. Another 16% cited consumer engagement—also well supported by social and video advertising—and 15% said their clients were primarily looking to drive sales via digital channels and ecommerce.

In September, eMarketer forecast digital ad spending of $350 million in Thailand in 2016, about 16% of total media ad spending in the country. That figure will climb to $560 million in 2020, which will add up to 23.3% of all media ad spending that year.