Wzrastają wydatki na media, a na czele wzrostów znajdują się media społecznościowe, kino, internet i outdoor.
- Wydatki tajlandzkich mediów wzrosły o 1 355 mln bahtów w latach 2023-2024
- 8 na 10 marketerów twierdzi, że wzrost wynika z wydatków na media społecznościowe.
- Telewizja linearna nadal rośnie
Bangkok - May 17, 2024 - Najnowsze dane Nielsena dotyczące wydatków na reklamę w Tajlandii pokazują, że inwestycje reklamowe marketerów wzrosły o 4% w okresie od stycznia do kwietnia 2024 r. w porównaniu z tym samym okresem rok temu.
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%.
Podczas gdy znaczny spadek wydatków na druk (-33%) i radio (-2) zahamował wzrost tajlandzkiego rynku reklamowego, został on wzmocniony przez duże wzrosty w reklamie kinowej (wzrost o 35%), reklamie internetowej (wzrost o 8%) i telewizji linearnej (wzrost o 1%), zapewniając ogólny wzrost o 4%.
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”.
O firmie Nielsen
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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Kontakt dla mediów
Dan Chapman
Zastępca dyrektora ds. komunikacji, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
