Medienausgaben steigen, wobei soziale Medien, Kino, Online und Außenwerbung den Anstieg anführen
- Thailändische Medienausgaben steigen von 2023 bis 2024 um 1.355 Millionen Baht
- 8 von 10 Vermarktern geben an, dass der Anstieg auf die Ausgaben für soziale Medien zurückzuführen ist
- Lineares Fernsehen weiter auf dem Vormarsch
Bangkok - May 17, 2024 - Die jüngsten Nielsen-Daten zu den Werbeausgaben in Thailand zeigen, dass die Werbeinvestitionen der Vermarkter im Zeitraum Januar bis April 2024 im Vergleich zum Vorjahreszeitraum um 4 % gestiegen sind.
This increase of more than 1,255 million baht, period-on-period, echoes a predicted rise in ad budgets, according to Nielsen’s 2024 Annual Marketing Report, which shows that 82% of the region’s marketers expect bigger ad budgets in 2024 – a significant jump from 56% in 2023.
While digital channels are expected to occupy almost two-thirds of paid marketing spend in APAC this year, the report also showed that much of that spend may be “wasted”, with the average “off target” rate for digital ads in Thailand coming in at 44% – much higher than the APAC average of 33%.
Während ein signifikanter Rückgang der Ausgaben für Printmedien (-33%) und Radio (-2) das Wachstum des thailändischen Werbemarktes behinderte, wurde es durch große Zuwächse in der Kinowerbung (+35%), der Online-Werbung (+8%) und dem linearen Fernsehen (+1%) begünstigt, was insgesamt zu einem Anstieg von 4% führte.
Nielsen’s Thailand Vertical Lead for Agencies and Advertisers, Runchita Srivoravilai said: “As Thailand’s ad landscape grows more complex by the day, brands, agencies, and media owners need cutting-edge, high-quality commercial intelligence to stand out from the competition and strategically advance their brands and media. Nothing else comes close to Nielsen Ad Intel here.”
Arnaud Frade, Nielsen’s President, Commercial (Asia) added: “These numbers highlight the necessity for marketers to be more strategic in their ad spend, leveraging top-quality data to gain a competitive edge and maximise their ROI. As budgets get tighter, and there’s growing pressure on being seen and heard, marketers in Asia are doubling-down on targeting the right audiences. Multi-screen viewing is already the norm – and streaming channels are only going to grow. The key is leveraging this, which means effective cross-media measurement, which Nielsen is actively working to deliver in key markets across the region”.
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Media Contact
Dan Chapman
Assoc. Direktor, Kommunikation, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
