Os gastos com mídia aumentam, com as mídias sociais, cinema, online e outdoor liderando o crescimento
- Os gastos com mídia tailandesa aumentaram 1.355 milhões de baht entre 2023 e 2024.
- Oito em cada dez profissionais de marketing afirmam que o aumento se deve aos gastos com mídias sociais.
- A TV linear continua em ascensão
Bangkok - May 17, 2024 - Os dados mais recentes da Nielsen sobre gastos com publicidade na Tailândia mostram que os investimentos em publicidade pelos profissionais de marketing aumentaram 4% entre janeiro e abril de 2024, em comparação com o mesmo período do ano anterior.
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%.
Embora uma redução significativa nos gastos com mídia impressa (-33%) e rádio (-2%) tenha prejudicado os números de crescimento do mercado publicitário tailandês, ele foi impulsionado por grandes ganhos na publicidade em cinemas (aumento de 35%), publicidade online (aumento de 8%) e TV linear (aumento de 1%), resultando em um aumento geral de 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”.
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Media Contact
Dan Chapman
Diretor adjunto de comunicações da Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
