Aumenta la spesa per i media, con i social, il cinema, l'online e l'outdoor in testa
- La spesa dei media thailandesi รจ aumentata di 1.355 milioni di baht dal 2023 al 2024
- 8 marketer su 10 affermano che l'aumento รจ dovuto alla spesa per i social media
- La TV lineare continua a crescere
Bangkok - May 17, 2024 - Gli ultimi dati Nielsen sulla spesa pubblicitaria in Thailandia mostrano che gli investimenti pubblicitari da parte degli operatori del settore sono aumentati del 4% nel periodo gennaio-aprile 2024, rispetto allo stesso periodo dell'anno precedente.
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%.
Mentre un calo significativo della spesa per la stampa (-33%) e per la radio (-2) ha ostacolato i numeri della crescita del mercato pubblicitario tailandese, questo รจ stato sostenuto dai grandi guadagni della pubblicitร al cinema (+35%), della pubblicitร online (+8%) e della TV lineare (+1%), con un aumento complessivo del 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.
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Media Contact
Dan Chapman
Direttore Assoc., Comunicazioni, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
