Thailand’s digital ad spending predicted to grow 10% in 2025

Thailand’s online advertising spending in 2025 is forecast to grow 10% to THB35 billion (over $1 billion), based on a gradual rebound of the local economy and intense competition in the digital industry, according to the Digital Advertising Association of Thailand (DAAT).

Digital ad spending in 2024 expanded 8% to THB34.5 billion, lower than the double-digit rate over the last few years.

Meta, TikTok and YouTube are expected to be the top three platforms this year in terms of total spending.

DAAT said that TikTok will rank second for the first time this year, surpassing YouTube. It was placed third last year.

The economy and advertising budget constraints by various brands in the second half of 2024 were influenced by consumer behaviour, which has become more cautious about spending, according to Arpapat Boonrod, managing director for clients in Thailand and head of growth SEA at market researcher Kantar, which conducts market research for DAAT.

DAAT predicts the top five industries for digital ad spending this year will remain the same as last year, including skincare at THB6.1 billion, automobiles THB2.9 billion, non-alcoholic beverages THB2.9 billion, telecom services THB2.5 billion, and daily products THB2.1 billion.

Meta (Facebook and Instagram) remains the primary platform chosen by marketers, although its market share for digital ads is projected to decrease from 28% in 2024 to 26% in 2025.

Arpapat said the main factor driving continuous digital ad spending over the past 12 years is the high level of digital media reach and time spent online by Thais.

Paruj Daorai, president of DAAT, said if the Thai government can handle challenges related to trade policy and investment attraction, the nation's economy will be boosted.