Direct Messaging Advertising - Thailand

Ad spending in the Direct Messaging Advertising market in Thailand is forecasted to reach US$404.10m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of -0.11%, leading to an estimated market volume of US$401.30m by 2030.
Direct Mail Advertising stands as the largest market with a volume of US$290.70m in 2024.
When compared globally, the United States is anticipated to generate the highest ad spending at US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is projected to be US$5.62 in 2024.
In Thailand, Direct Messaging Advertising is gaining traction due to the high engagement rates and personalized communication it offers to target audiences.

Definition:

Direct Messaging Advertising refers to a type of advertising format that involves sending advertisement messages directly to individual audiences or specific target groups through private communication channels. Direct Messaging Advertising includes both traditional and digital advertising methods, such as direct mail, e-mail, SMS, web push, instant messaging, and telemarketing. This form of advertising aims to establish a personalized and direct connection with potential customers.

Structure:

Direct Messaging Advertising typically refers to advertising formats used within various messaging platforms or direct messaging channels. These formats are designed to deliver targeted advertisements directly via private communication channels such as e-mail, SMS, direct mail, web push, telemarketing, and instant messaging.

Additional information:

Direct Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

SMS advertising
Direct mail advertising
Web push advertising
Telemarketing
Instant messaging advertising
Traditional direct messaging
Digital direct messaging

Service agencies
Consultant fees
Production costs
Design services

The Direct Messaging Advertising market in Thailand is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Thailand are shifting towards more personalized and interactive forms of advertising. Consumers are increasingly seeking out brands that engage with them directly and provide personalized experiences. Direct messaging advertising allows brands to reach their target audience in a more intimate and personalized way, which resonates well with Thai consumers. This preference for direct messaging advertising is driven by the desire for convenience and relevance, as well as the increasing use of mobile devices for communication. Trends in the market further support the growth of direct messaging advertising in Thailand. The rise of social media platforms and messaging apps has created new opportunities for brands to connect with consumers through direct messaging. These platforms provide a convenient and familiar environment for brands to engage with their target audience. Additionally, advancements in technology have made it easier for brands to automate and personalize their direct messaging campaigns, making it a cost-effective and efficient marketing strategy. Local special circumstances in Thailand also contribute to the development of the direct messaging advertising market. Thai consumers have a high level of smartphone penetration and are active users of messaging apps such as Line and Facebook Messenger. These apps have become an integral part of daily communication for many Thais, providing a natural platform for brands to reach their target audience. Furthermore, the Thai government has been actively promoting the digital economy and supporting the growth of the technology sector, which has created a favorable environment for the development of direct messaging advertising. Underlying macroeconomic factors also play a role in the growth of the direct messaging advertising market in Thailand. The country has a strong and growing economy, with a rising middle class and increasing disposable income. This has led to an expansion of the consumer market and increased demand for products and services. As a result, brands are looking for new and innovative ways to reach and engage with the Thai consumer, leading to the growth of direct messaging advertising as an effective marketing strategy. In conclusion, the Direct Messaging Advertising market in Thailand is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Brands are increasingly turning to direct messaging advertising to engage with Thai consumers in a more personalized and interactive way. With the continued growth of the digital economy and advancements in technology, the direct messaging advertising market in Thailand is expected to further expand in the coming years.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, number of smartphone users, internet coverage, and number of urban households. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.