ANN/THE NATION – Thailand’s digital advertising market is projected to expand by 10 per cent in 2025, reaching THB34.5 billion, according to a joint report by the Digital Advertising Association (Thailand) (DAAT) and Kantar (Thailand).
The growth is driven by strong demand in the skincare sector and the rapid rise of TikTok, which has overtaken YouTube as the second most popular platform for digital advertising.
Despite concerns over household debt and an economic slowdown, digital ad spending is expected to remain strong, fuelled by key sectors such as fast-moving consumer goods, services and tourism.
“We anticipate a 10-per-cent increase in digital ad spending this year, despite economic challenges,” said Managing Director of Client Solutions and Southeast Asia Growth Lead at Kantar (Thailand) Apapat Boonrod.
“This growth reflects the resilience of the Thai consumer market, with significant investments from major sectors.”
The skincare industry leads digital ad spending, surging 21 per cent to THB6.13 billion as personal care consumption rebounds post-pandemic. Meanwhile, the automotive sector, a key contributor at THB2.98 billion, saw a slight one per cent dip, possibly due to intensified promotions from Chinese electric vehicle brands.
TikTok’s rapid growth is another highlight of the report.
The platform now accounts for 16 per cent of the digital advertising market share, surpassing YouTube’s 15 per cent, with a total spending of THB5.51 billion.
