The automotive sector, while still a major contributor with 2.98 billion baht, saw a slight 1% decline, potentially due to the rising promotional activity from Chinese electric vehicle brands.
TikTok’s rapid growth is another highlight of the report. The platform now accounts for 16% of the digital advertising market share, surpassing YouTube’s 15%, with a total spending of 5.51 billion baht.
This surge in spending reflects the platform’s growing popularity, especially among Thai consumers who engage with its short-form video content and influencer-driven marketing.
Meta (Facebook and Instagram) remains the dominant platform, capturing 26% of digital ad spending, although its market share has slightly decreased.
Other significant contributors to digital ad spend include non-alcoholic beverages, dairy products, telecommunications, and retail, with the retail sector seeing a notable 14% increase in ad expenditure, indicating increasing competition.
