Belanja media meningkat, dengan kenaikan terbesar di media sosial, bioskop, online dan luar ruang
- Media Thailand menghabiskan 1.355 juta baht dari tahun 2023 hingga 2024
- 8 dari 10 pemasar mengatakan bahwa peningkatan disebabkan oleh pengeluaran media sosial
- TV Linear terus meningkat
Bangkok - May 17, 2024 - Data belanja iklan Nielsen terbaru untuk Thailand menunjukkan bahwa investasi iklan oleh para pemasar meningkat 4% pada Januari hingga April 2024, dibandingkan dengan periode yang sama tahun lalu.
This increase of more than 1,255 million baht, period-on-period, echoes a predicted rise in ad budgets, according to Nielsenโs 2024 Annual Marketing Report, which shows that 82% of the regionโs 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 โwastedโ, with the average โoff targetโ rate for digital ads in Thailand coming in at 44% – much higher than the APAC average of 33%.
Meskipun penurunan yang signifikan dalam belanja cetak (-33%) dan radio (-2) menghambat angka pertumbuhan pasar periklanan Thailand, namun hal ini didukung oleh kenaikan besar dalam iklan bioskop (naik 35%), iklan online (naik 8%), dan TV linier (naik 1%), yang memberikan peningkatan keseluruhan sebesar 4%.
Nielsenโs Thailand Vertical Lead for Agencies and Advertisers, Runchita Srivoravilai said: โAs Thailandโs 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.โ
Arnaud Frade, Nielsenโs President, Commercial (Asia) added: โThese 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 thereโs 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 regionโ.
Tentang Nielsen
Nielsen shapes the worldโs media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
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Media Contact
Dan Chapman
Wakil Direktur, Komunikasi, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
