Retail Platform Advertising - Thailand

Ad spending in the Retail Platform Advertising market market in Thailand is projected to reach US$416.10m in 2024.
Ad spending in Thailand is expected to show an annual growth rate (CAGR 2024-2030) of 11.13%, resulting in a projected market volume of US$783.70m by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Thailand is projected to amount to US$25.54 in 2024.
In global comparison, most ad spending will be generated the United States (US$57.63bn in 2024).
In Thailand, the retail platform advertising market is rapidly evolving, driven by increased digital adoption and consumer demand for personalized shopping experiences.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Thailand is witnessing mild growth, influenced by factors such as evolving consumer preferences, increased digital engagement, and competition among platforms, which drives innovation and enhances ad effectiveness in the region.

Customer preferences: Consumers in Thailand are increasingly gravitating towards personalized shopping experiences that reflect their unique preferences and lifestyles. This shift is evident in the rising demand for targeted advertising that leverages data analytics to deliver relevant product recommendations. Additionally, the younger demographic, particularly Gen Z and millennials, are showing a strong inclination towards eco-friendly and sustainable products, prompting retailers to adapt their marketing strategies. The integration of social media in shopping experiences is also reshaping consumer behavior, fostering community-driven purchasing decisions.

Trends in the market: In Thailand, the Retail Platform Advertising Market is experiencing a surge in personalized advertising strategies, as businesses increasingly utilize data analytics to tailor marketing efforts to individual consumer preferences. Concurrently, there is a notable shift toward eco-conscious retailing, driven by younger consumers who prioritize sustainability in their purchasing decisions. Social media platforms are becoming integral to shopping experiences, influencing community-driven choices and enhancing brand engagement. These trends signify a transformative phase for retailers, necessitating adaptive strategies to connect with a more discerning consumer base while fostering brand loyalty and ethical practices.

Local special circumstances: In Thailand, the Retail Platform Advertising Market is shaped by a rich cultural heritage that values community and interpersonal relationships, influencing consumer behavior and brand loyalty. The country’s vibrant street market culture drives a preference for localized products, prompting retailers to emphasize regional offerings in their advertising. Additionally, regulatory support for digital innovation fosters a competitive landscape where businesses leverage advanced analytics and social media integration, enabling them to craft personalized advertising strategies that resonate with Thailand's diverse consumer base.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Thailand is significantly influenced by macroeconomic factors such as consumer spending trends, digital infrastructure investment, and the overall economic climate. As Thailand's economy recovers from global disruptions, rising disposable incomes and increasing internet penetration are boosting e-commerce activities. Fiscal policies promoting digital transformation encourage businesses to adopt innovative advertising strategies. Additionally, global trends, such as the shift towards sustainability, compel retailers to align their advertising efforts with eco-friendly practices, further enhancing brand loyalty and consumer engagement in the competitive landscape.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending. 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 particular 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.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per 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).

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