Search Advertising - Thailand

Thailand

Highlights

In Thailand, the ad spending in the Search Advertising market is forecasted to reach US$489.30m by 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 10.35%, leading to a projected market volume of US$883.70m by 2030.
When compared globally, the United States is expected to lead in ad spending, reaching US$137.00bn in 2024.
Within the Search Advertising market, 43% of total ad spending is projected to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is estimated to be US$6.95 in 2024.
Thailand's Search Advertising market is experiencing a surge in competition among local businesses seeking to capitalize on the growing digital consumer base.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Search Advertising market in Thailand is experiencing significant growth due to increasing customer preferences for online shopping and digital services. With the rise in internet penetration and smartphone usage, more consumers are turning to online platforms to search for products and services, creating a thriving market for search advertising.

Customer preferences: Thai consumers are increasingly relying on the internet to search for products and services, making search advertising an effective way for businesses to reach their target audience. The convenience and accessibility of online shopping have led to a shift in consumer behavior, with more people preferring to browse and purchase products online. This has created a demand for search advertising as businesses strive to capture the attention of these digital-savvy consumers.

Trends in the market: One of the key trends in the search advertising market in Thailand is the focus on mobile advertising. With the majority of Thai consumers accessing the internet through their smartphones, businesses are investing in mobile-friendly advertisements to reach their target audience effectively. Mobile search advertising allows businesses to target consumers on-the-go, providing them with relevant and timely information when they are actively searching for products or services. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising uses algorithms and data to automate the buying and selling of ad space, making it more efficient and cost-effective for businesses. This trend is gaining traction in Thailand as businesses look for ways to optimize their advertising budgets and reach a wider audience.

Local special circumstances: Thailand has a highly competitive e-commerce market, with both local and international players vying for consumers' attention. This competitive landscape has led to increased investments in search advertising as businesses strive to stand out from the competition. Furthermore, the Thai government's push for digital transformation and the development of the digital economy has further fueled the growth of the search advertising market.

Underlying macroeconomic factors: Thailand's strong economic growth and increasing disposable income have contributed to the growth of the search advertising market. As consumers have more purchasing power, businesses are investing in search advertising to capture a share of this growing market. Additionally, the government's efforts to improve internet infrastructure and promote digital literacy have created an enabling environment for the growth of the search advertising market. In conclusion, the Search Advertising market in Thailand is experiencing significant growth due to increasing customer preferences for online shopping and digital services. With the rise in internet penetration and smartphone usage, businesses are investing in mobile and programmatic advertising to reach their target audience effectively. The competitive e-commerce market and the government's push for digital transformation are also driving the growth of the search advertising market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.