Welcome to the thrilling world of advertising and marketing in Thailand! With a market as diverse and rapidly evolving as this, there's never been a more exhilarating time to dive in and explore the multitude of opportunities that await you. Thailand, a country steeped in history, culture, and technological innovation, is the perfect canvas for advertisers looking to create meaningful connections with their audience.
Did you know that the advertising spend in Thailand reached a staggering 4.67 billion USD in 2023? It's a clear sign of the immense potential this market holds for advertisers. What's even more fascinating is that 40% of this colossal figure was allocated to digital advertising efforts. As the digital landscape continues to flourish, brands are shifting their focus to make the most of this exciting medium.
But, hold your horses! While the digital world is undoubtedly booming, traditional media still holds a special place in the hearts of Thai consumers. From TV shows and films to outdoor billboards, there's so much more to Thai advertising than meets the eye.
In this blog article, we'll uncover the seven essential things you must know to truly grasp the essence of advertising in Thailand. So, buckle up and let's get started!
7 Things to Know when Advertising in Thailand 🔽
1. Embracing the Classics
Traditional Media's Continued Relevance
Delving into the world of advertising in Thailand, it's essential to recognize the power and impact of traditional media. You may be surprised to learn that 30.1% of internet users in the country still discover brands through ads on TV, and 26.5% find them through TV shows or films. These numbers serve as a gentle reminder that, despite the digital revolution, traditional media continues to be a force to reckon with in the Thai advertising landscape.
In addition to TV and film, in-store displays or promotions remain a significant player in grabbing the attention of consumers. With 20.6% of Thai shoppers influenced by in-store promotions, it's evident that brands should not overlook the potential of this tried-and-tested medium. Integrating eye-catching displays and creative promotions in physical stores can work wonders in capturing the hearts and minds of consumers, leaving a lasting impression that goes beyond the digital realm.
So, what's the takeaway? While digital advertising is undoubtedly gaining traction, it's crucial not to underestimate the power of traditional media in Thailand. It's all about finding the perfect blend of mediums to create a holistic and effective advertising strategy.
2. Tap Into the Thai Market
Mobile App Ads
As we venture further into the realm of Thai advertising, it's impossible to ignore the incredible potential of mobile app ads. With ads on mobile and tablet apps ranking as the fourth-most popular source of brand discovery in Thailand, it's clear that this medium is a force to be reckoned with. As the world becomes more connected, Thai consumers are embracing the convenience and excitement that mobile apps bring, and advertisers should follow suit.
Thailand boasts a staggering 75% of its population as Android users, and Thais are spending an impressive 4 hours and 40 minutes daily on their smartphones. This presents a golden opportunity for advertisers to engage with their audience in a more intimate and personal setting.
By harnessing the power of mobile app ads, brands can create targeted and immersive experiences that resonate with the Thai market. So, it's time to get creative and start tapping into the vast potential of mobile app advertising in Thailand!
3. Lights, Camera, Action
Digital Video Advertising
Ready, set, action! Digital video advertising is taking the Thai market by storm, and it's time for advertisers to seize the spotlight. In 2022, a whopping $539.6 million was spent on digital video ads in Thailand, a testament to the growing importance of this medium. As more and more consumers turn to video content for entertainment and information, it's crucial for brands to stay ahead of the curve and embrace this dynamic advertising format.
In 2021, Lazada, a leading e-commerce platform in Southeast Asia, launched an engaging YouTube campaign to promote its annual 11.11 shopping festival. The campaign featured a series of lively videos showcasing special deals, promotions, and activities on the platform, while highlighting the convenience and excitement of online shopping.
The results were phenomenal. Lazada's 11.11 campaign generated a buzz across social media, leading to a significant increase in website traffic and app downloads. The company recorded a record-breaking number of orders during the festival, proving the power of digital video advertising in capturing the Thai market's imagination.
4. Building Connections
Social Media Advertising in Thailand
It's impossible not to recognize the immense power of social media advertising in Thailand. With a staggering $563.7 million spent on social media advertising in 2022, it's clear that brands are waking up to the potential of this medium to forge meaningful connections with their target audience. Social media platforms have become the go-to source for communication, entertainment, and information, and advertisers must seize this opportunity to stand out.
With more than 52 million social media users in Thailand, scrolling through their favorite platforms for almost 3 hours a day, the opportunities to make an impact are boundless. This captive audience provides an ideal platform for brands to share their stories, create engaging content, and ultimately build lasting relationships with Thai consumers. One day to do this would be through influencer advertising, just like this post from a Thai nano-influencer on Instagram.
So, it's time to get social and start forging connections that matter in the Land of Smiles!
5. A Thai Twist
Localizing Your Brand Message
Next up, it's vital to consider the importance of localizing your brand message. Thailand is a country rich in culture and traditions, and understanding these nuances can make all the difference when it comes to resonating with your target audience.
One aspect of Thai culture that advertisers should pay close attention to is the country's deep-rooted traditions, holidays, and religious beliefs. Thailand is predominantly a Buddhist nation, with over 90% of the population practicing Theravada Buddhism. Important holidays, such as Songkran (Thai New Year) and Loy Krathong (Festival of Lights), offer unique opportunities for brands to create culturally relevant campaigns and promotions that resonate with the Thai people.
By adapting your message to align with local values, preferences, and sensibilities, you can create a powerful emotional connection with Thai consumers. So, don't be afraid to infuse your campaigns with a Thai twist – it could be the secret ingredient that propels your brand to new heights in Thailand!
6. The Billboard Boom
Outdoor Advertising in Thailand
As we explore the diverse world of advertising in Thailand, we cannot overlook the impact of outdoor advertising. The streets of bustling cities like Bangkok are adorned with colorful billboards and captivating displays, capturing the attention of millions of passersby daily.
By utilizing innovative techniques, such as digital billboards, interactive displays, and strategic placement in high-traffic areas, advertisers can effectively reach a broad demographic and elevate their brand's visibility. Outdoor advertising remains a key component of a well-rounded advertising strategy in Thailand, combining the power of traditional media with the creativity and innovation that modern audiences crave.
7. A Promising Future
Programmatic Advertising in Thailand
One promising development is the rise of programmatic advertising. In 2022, a remarkable $1.28 billion was spent on programmatic advertising in the country, reflecting a 17.3% increase from the previous year. This growth highlights the potential of programmatic advertising to transform the way brands connect with their target audience.
By leveraging advanced algorithms and data-driven insights, advertisers can optimize their campaigns for maximum impact, delivering highly personalized and relevant content to the right people at the right time.
Embracing programmatic advertising in Thailand not only streamlines the ad-buying process but also ensures that brands stay ahead of the curve in an increasingly competitive market. As we continue to witness the rapid evolution of the Thai advertising landscape, the future looks bright for those who dare to innovate and adapt to the ever-changing world of programmatic advertising.
CONCLUSION
The world of advertising in Thailand is a diverse and dynamic landscape full of exciting opportunities for brands willing to adapt and innovate. By embracing both traditional and digital media, localizing brand messages, and harnessing the power of social media, mobile app ads, digital video, outdoor advertising, and programmatic advertising, brands can create unforgettable experiences that resonate with Thai consumers.
As we navigate the future of advertising in the Land of Smiles, it's essential to stay ahead of the curve and forge meaningful connections with the audience, ultimately driving brand success in this vibrant and captivating market.
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