미디어 지출 증가, 소셜, 영화, 온라인, 옥외 광고가 주도
- 태국 미디어 지출이 2023년부터 2024년까지 1,355백만 바트 증가했습니다.
- 마케터 10명 중 8명은 소셜 미디어 지출이 증가했다고 답했습니다.
- 리니어 TV의 지속적인 상승세
Bangkok - May 17, 2024 - 최신 닐슨의 태국 광고 지출 데이터에 따르면 2024년 1월부터 4월까지 마케터들의 광고 투자는 전년 동기 대비 4% 증가한 것으로 나타났습니다.
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%.
인쇄 광고(-33%)와 라디오(-2%)의 큰 감소가 태국 광고 시장의 성장률을 저해했지만, 영화관 광고(35% 증가), 온라인 광고(8% 증가), 리니어 TV(1% 증가)의 큰 증가에 힘입어 전체 4%의 성장률을 기록했습니다.
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”.
닐슨 소개
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.
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