Aspects surrounding advertisement
Consumer attitudes regarding advertising in Thailand vary; however, as in many other countries, they can be influenced by the relevance and quality of advertisements. Thai MSMEs frequently concentrate on local advertising campaigns. Historically, the FMCG industry has been the foremost marketer in Thailand. In July 2023, Unilever (Thai) Holdings and Procter & Gamble (Thailand) were among the major advertisers in Thailand. Telecommunications businesses also invested heavily in advertising, particularly upon the introduction of 4G and 5G networks. E-commerce and tech firms raised ad spending as well. Thailand's advertising business is set to continue its digital transition in the future. In the coming years, mobile advertising and video content are projected to grow in importance alongside personalization and data-driven advertising methods. Furthermore, as customer values shift, sustainability and ethical marketing techniques may gain traction.Traditional vs. digital advertising in Thailand
Thailand has experienced a noticeable movement in recent years from traditional advertising to digital advertising. Traditional advertising in Thailand includes TV, print media, radio, outdoor advertising, and event sponsorships. Television advertising has always been a major medium in the country. Popular TV stations and programs have a large viewership, making it an excellent approach to reach a diverse audience. Although, in recent years, print media's importance has dwindled, newspapers and magazines continue to appeal to certain groups, particularly elderly readers. Radio advertising, on the other hand, has a devoted following, particularly among commuters and those living in rural areas. Local radio stations frequently provide marketers with cost-effective solutions. Billboards, posters, and banners are ubiquitous in metropolitan areas because they provide excellent visibility in high-traffic regions. Furthermore, brands frequently support events, sports, and entertainment programs to reach their target audience.The growth of smartphone and internet penetration, the rise of e-commerce, and the popularity of social media in Thailand have made online advertising a crucial channel to connect with users. Hence, influencer marketing and sponsored content are common marketing strategies. Brands collaborate with influencers on social media such as Instagram, Facebook, YouTube, and TikTok, as well as e-commerce platforms like Lazada, Shopee, and JD Central to reach online shoppers. While traditional advertising still has its place in Thailand, the digital landscape is growing in importance due to its ability to reach targeted audiences, provide measurable results and cost-effective products, and offer interactive or multimedia content. However, nothing good comes easy. It is highly competitive and could spark privacy concerns.