メディア支出は増加、ソーシャル、映画、オンライン、アウトドアが増加を牽引
- タイのメディア支出、2023年から2024年にかけて13億5500万バーツ増
- マーケティング担当者の10人中8人が、増加の原因はソーシャルメディアへの投資だと回答
- リニアTVは増加の一途
Bangkok - May 17, 2024 - ニールセンのタイにおける最新の広告予算 データによると、2024年1月から4月までのマーケターによる広告投資は、前年同期比で4％増加した。
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%.
タイの広告市場は、印刷費（33％減）とラジオ（2％減）の大幅な減少が成長の妨げとなったものの、映画館広告（35％増）、オンライン広告（8％増）、リニアTV（1％増）が大きく伸び、全体では4％増となった。
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”.
ニールセンについて
Nielsen shapes the world’s 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.
詳細はこちら www.nielsen.com ソーシャルメディア（Twitter、LinkedIn、Facebook、Instagram）で私たちとつながってください。
メディア連絡先
ダン・チャップマン
ニールセンAPACコミュニケーションズアシスタントディレクター
dan.chapman@nielsen.com
+61 404 088 462
