媒体支出增加，社交媒体、影院、网络和户外媒体增幅居前
- 2023 年至 2024 年泰国媒体支出增长 13.55 亿泰铢
- 每 10 位营销人员中就有 8 位表示，社交媒体支出的增加是由于营销费用的增加
- 线性电视继续增长
Bangkok - May 17, 2024 - 尼尔森（Nielsen）最新发布的泰国广告支出数据显示，与去年同期相比，2024 年 1 月至 4 月营销人员的广告投资增长了 4%。
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%.
虽然印刷品支出（-33%）和广播支出（-2）的大幅下降阻碍了泰国广告市场的增长，但电影院广告（增长 35%）、网络广告（增长 8%）和线性电视（增长 1%）的大幅增长则为泰国广告市场注入了活力，使其总体增长了 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”.
关于尼尔森
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.
了解更多信息，请访问 www.nielsen.com 并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
媒体联系方式
丹-查普曼
尼尔森亚太区传播副总监
dan.chapman@nielsen.com
+61 404 088 462
