O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
DAAT - Digital Advertising Spend 2014
Introduction
Thailand is adopting digital technologies in a rapid
pace. The penetration of smart phones keeps
increasing, ...
DAAT - Digital Advertising Spend 2014
Methodology
The data in this report and previous reports is
collected directly from ...
DAAT - Digital Advertising Spend 2014
Industry sectors
Agencies have provided data split by the following
industry sectors...
DAAT - Digital Advertising Spend 2014
Agencies
The audit was conducted in February and March 2014.
Digital advertising spe...
Spending
Agency
Outlook
Industry
Leaders Speak
DAAT - Digital Advertising Spend 2014 7
DAAT - Digital Advertising Spend 2014
Total Spending
2012 2013 2014 FC-2015
+53%
+33%
DAAT - Digital Advertising Spend 201...
DAAT - Digital Advertising Spend 2014
2014 Spending by industry
18.1%
14.2%
8.7%
5.3%
4.7%4.5%
3.7%
2.8%
2.7%
2.7%
2.4%
2....
DAAT - Digital Advertising Spend 2014DAAT - Digital Advertising Spend 2014
2014 Fastest growing industries
The highest spe...
DAAT - Digital Advertising Spend 2014
2015 Forecast
DAAT - Digital Advertising Spend 2014
2015 Spending by industry
18.4%
15.4%
8.8%
5.9%5.1%
4.4%
2.7%
2.5%
2.3%
2.3%
2.2%
1....
DAAT - Digital Advertising Spend 2014DAAT - Digital Advertising Spend 2014
2015 Forecasting fastest growing industries
Com...
DAAT - Digital Advertising Spend 2014
What’s hot in disciplines
DAAT - Digital Advertising Spend 2014
Spending by discipline
41.0%
28.1% 27.2%
20.2%
21.2% 19.7%
6.0%
16.0% 16.5%
11.1% 14...
DAAT - Digital Advertising Spend 2014
2011-2015 Spending by discipline
2011 2012 2013 2014 FC-2015
Display 48.1% 41.5% 41....
DAAT - Digital Advertising Spend 2014
Spending by discipline 2014
DAAT - Digital Advertising Spend 2014
Spending
Agency
Outlook
Industry
Leaders Speak
5%
10% 10%
24%
19%
5%
29%
<-50%
-50%
-40%
-30%
-20%
-10%
Nochange
10%
20%
30%
40%
50%
>50%
75%
75% of agencies expects to ...
14%
24%
33%
38%
62%
81%
86%
Other
CRM
E-commerce channel
PR
Sales
Engagement
Brand awareness
Building brand awareness and ...
DAAT - Digital Advertising Spend 2014
Spending
Agency
Outlook
Industry
Leaders Speak
TNS interviewed a number of industry leaders to get
their view and expectations of the digital marketing
industry. Impress...
DAAT - Digital Advertising Spend 2014
Insights
“Key misunderstandings about
digital
- Digital communication is not cheap!
...
DAAT - Digital Advertising Spend 2014
Insights
“Did you know?
- You don’t have to be a graduate with
a degree in mass comm...
DAAT - Digital Advertising Spend 2014
It won’t take too long for our digital spending to grow
from 5% to 20%.
Khun Siwat C...
DAAT - Digital Advertising Spend 2014
Norasit Sitivechvichit
Digital Business Director, Dentsu 360
Last year was the wake-...
DAAT - Digital Advertising Spend 2014
It is not true that digital campaigns are cheaper than traditional
ones.
Khun Mike D...
DAAT - Digital Advertising Spend 2014
As technology changes, you don’t have to be a graduate with a
degree in mass communi...
DAAT - Digital Advertising Spend 2014
7 Key Interesting Findings
DAAT - Digital Advertising Spend 2014
Full report
Crossed spending data by industry/discipline
Forecast 2015 by industry/d...
DAAT - Digital Advertising Spend 2014
Full report
Report price
PDF + Excel = 499 USD
100 USD discount for DAAT members
Ava...
Thailand Digital Advertising Spend 2014 2015
Próximos SlideShares
Carregando em…5
×

Thailand Digital Advertising Spend 2014 2015

9.108 visualizações

Publicada em

Data and Information of Digital Advertising Spend 2014 - 2015 by DAAT. March 18th, 2015

Publicada em: Negócios
  • Seja o primeiro a comentar

Thailand Digital Advertising Spend 2014 2015

  1. 1. DAAT - Digital Advertising Spend 2014
  2. 2. Introduction Thailand is adopting digital technologies in a rapid pace. The penetration of smart phones keeps increasing, fuelled by ever more affordable models becoming available to the public. Penetration numbers differ, but various sources agree that it rose above 30% in 2014 and is heading towards the 50% mark in 2015. Thai consumers are spending more and more time online. The global trend is that traditional television viewing is moving towards viewing video online, and we can expected this shift to emerge in Thailand also. Digital advertising spending has been increasing over the past years and is likely to keep moving upward in coincidence with the increasing online activities of Thai consumers. The need for industry data on digital advertising spending will become larger with the rise of the digital space. DAAT provides this data on a yearly bases. This report presents the data of 2014. About DAAT The Digital Advertising Association of Thailand (DAAT) was founded in 2012 with the objective to benefit the industry, companies and consumers under the same direction. With collective support, advertisers should elevate the industry at the highest levels in the future. To support this objective the Association has been collecting and publishing digital advertising spending data since 2013. The reports keep track of the growth of spending on digital advertising in Thailand and are a valuable source of information to anyone in the advertising industry who wants to better understand the role of digital channels in the advertising landscape. DAAT - Digital Advertising Spend 2014
  3. 3. DAAT - Digital Advertising Spend 2014 Methodology The data in this report and previous reports is collected directly from advertising and media agencies through a anonymous process to ensure confidentiality to client’s information. The information they submit is based on their internal records of advertising spending. Data for previous reports was collected by DAAT. As the digital advertising industry is growing and maturing, DAAT recognized the need to have the process managed by an external party that is specialized in data collection and reporting. This report is the first with data collected by international market research firm TNS. The company operates in more than 80 countries and is part of the WWP group. TNS Thailand has collected and processed data from 20 agencies, and aggregated the data to reflect total level. The data is split by type of digital advertising and by industry sector of the advertised brand. The agencies provided their data in an online survey. Disciplines Agencies have provided spending data on the following 9 digital advertising disciplines: Display All types of banner ads Search All paid suggestions in search engine results Social Community websites Creative Web/Production cost Mobile All ads in mobile phone apps (except Facebook and Instant messaging apps) Facebook Ad All ads on Facebook Video Advertisements shown in videos Instant messaging Advertising in messaging apps; Line/ We Chat Others E.g. sponsorship DAAT - Digital Advertising Spend 2014
  4. 4. DAAT - Digital Advertising Spend 2014 Industry sectors Agencies have provided data split by the following industry sectors of the advertised brands. Group Category Finance & banking Banks Insurance Credit/Debit Cards Other Finance tech & electronic Audio/Visual Electrical Products Computers Communications Other Electrical Products (Non Audio/Visual) Food & Beverage Alcoholic Beverages Non Alcoholic Beverages Seasoning Products Snack Foods Sundries Dairy Products & Dairy Substitute Prod. Bakery & Chocolate/Wafers/Biscuits Dietary Products Vitamins & Supplementary Foods Foodstuffs Shops Food Outlets & Restaurants Retail Shops/Stores Education Educational Institutions Personal care Cosmetics / Skin-care preparations Personal Accessories Toiletries Hair Preparations Oral Products Household care Household Cleaners Household Equipment & Furnishings Household Insecticides & Pesticides Automotive Motor Vehicle Accessories Motor Vehicle Dealers & Rentals Motor Vehicles Motorcycles & Bicycles Oil & Lubricants Petrol Tyre Housing Real Estate House Ads Pharmaceuticals Pharmaceuticals Pet products Pet Foods & Pet Products Other Photographic Products Office/Business Equipment Transportation Travel & Tours Multi Sections Advertising Media & Marketing CD/DVD (Musical & Film Products) Leisure Agricultural Products Building Material & Machinery Classified Government & Community Announcement Websites DAAT - Digital Advertising Spend 2014
  5. 5. DAAT - Digital Advertising Spend 2014 Agencies The audit was conducted in February and March 2014. Digital advertising spending data was submitted by 20 agencies. List of agencies 1 Adapter Digital Co.,Ltd 2 Brilliant & Million Co.,Ltd 3 CJ WORX Co.,Ltd 4 Dentsu 360 5 Dentsu Young & Rubicam Ltd 6 Digital Groove Co.,Ltd 7 Flexmedia Co.,Ltd 8 Havas Worldwide Bangkok Ltd 9 IPG Mediabrands 10 iProspect (Thailand) Co.,Ltd 11 Isobar (Thailand) Co.,Ltd 12 J -Connect, J. Walter Thompson Bangkok Group 13 mInteraction Co.,Ltd 14 MCFIVA (Thailand) Co.,Ltd 15 Optimum Media Direction (Thailand) Co.,Ltd 16 Rabbit’s Tale Co.,Ltd 17 Starcom MediaVest Group 18 Syndacast Co.,Ltd 19 Winter Egency Co.,Ltd 20 Zenith Optimedia Co.,Ltd DAAT - Digital Advertising Spend 2014 Remark: Reported numbers are based on reported spending data of a sample of 20 agencies. DAAT estimates that the sample of agencies represents 80% of spending in the market. The numbers presented on this page are upgraded proportionally to reflect 100% of the market.
  6. 6. Spending Agency Outlook Industry Leaders Speak
  7. 7. DAAT - Digital Advertising Spend 2014 7
  8. 8. DAAT - Digital Advertising Spend 2014 Total Spending 2012 2013 2014 FC-2015 +53% +33% DAAT - Digital Advertising Spend 2014 +43.95% The digital advertising market in Thailand continues to grow and is expected to grow further in 2015. Although growth levels are coming down there is a strong momentum. If the planned spending for 2015 is achieved, the total market will almost double from 2013. Reported numbers are based on reported spending data of a sample of 20 agencies. DAAT estimates that the sample of agencies represents 80% of spending in the market. The numbers presented on this page are upgraded proportionally to reflect 100% of the market. Spending in Million Baht
  9. 9. DAAT - Digital Advertising Spend 2014 2014 Spending by industry 18.1% 14.2% 8.7% 5.3% 4.7%4.5% 3.7% 2.8% 2.7% 2.7% 2.4% 2.3% 2.2% 1.9% 1.8% 22.0% DAAT - Digital Advertising Spend 2014 The Communications sector is leading the way in online advertising spending, followed by Motor Vehicles. The beauty categories Skin Care Preparations and Hair Preparations are the leading FMCG categories on place 3 and 5. Banks claim the fourth spot.
  10. 10. DAAT - Digital Advertising Spend 2014DAAT - Digital Advertising Spend 2014 2014 Fastest growing industries The highest spending sectors are also the sectors that increased the most in absolute spending. The increase from Oil & Lubricants is striking as it comes from a very low base level in 2013. In the ranking of growth by percentage Oil & Lubricants is followed by other categories that came from a very low base level.
  11. 11. DAAT - Digital Advertising Spend 2014 2015 Forecast
  12. 12. DAAT - Digital Advertising Spend 2014 2015 Spending by industry 18.4% 15.4% 8.8% 5.9%5.1% 4.4% 2.7% 2.5% 2.3% 2.3% 2.2% 1.8% 1.7% 1.5% 1.5% 23.5% DAAT - Digital Advertising Spend 2014 Planned spending for 2015 shows a similar ranking to 2014. Real Estate is an exception, dropping out of the top 15 with spending decreasing from 173 to 116 Million Baht.
  13. 13. DAAT - Digital Advertising Spend 2014DAAT - Digital Advertising Spend 2014 2015 Forecasting fastest growing industries Communications is expected to be the highest growth industry sector in 2015, followed closely by Motor Vehicles. In the ranking of growth by percentage Pet Foods & Pet Products is followed by other categories that came from a low base level.
  14. 14. DAAT - Digital Advertising Spend 2014 What’s hot in disciplines
  15. 15. DAAT - Digital Advertising Spend 2014 Spending by discipline 41.0% 28.1% 27.2% 20.2% 21.2% 19.7% 6.0% 16.0% 16.5% 11.1% 14.0% 15.6% 12.2% 9.1% 9.7% 6.2% 5.6% 4.4% 3.6% 4.5% 2013 2014 FC-2015 Others Mobile Instant Messaging Social Creative Video Facebook Search Display DAAT - Digital Advertising Spend 2014 Online displays is still the largest discipline in 2014, but it is less dominant then before. Facebook and Video advertising have grown in 2014. Facebook in particular saw strong growth in share of spending. Shares are expected to stabilize in 2015.
  16. 16. DAAT - Digital Advertising Spend 2014 2011-2015 Spending by discipline 2011 2012 2013 2014 FC-2015 Display 48.1% 41.5% 41.0% 28.1% 27.2% Search 14.7% 18.9% 20.2% 21.2% 19.7% Facebook Not measured 5.3% 6.0% 16.0% 16.5% Video Not measured 10.9% 11.1% 14.0% 15.6% Creative production 25.5% 12.9% 12.2% 9.1% 9.7% Social media 10.3% 6.7% 6.2% 5.6% 4.4% Instant Messaging Not measured Not measured Not measured 3.6% 4.5% Mobile marketing 0.8% 1.8% 1.9% 1.6% 1.2% Others 0.7% 1.9% 1.6% 0.9% 1.1% Total 100% 100% 100% 100% 100% DAAT - Digital Advertising Spend 2014
  17. 17. DAAT - Digital Advertising Spend 2014 Spending by discipline 2014
  18. 18. DAAT - Digital Advertising Spend 2014 Spending Agency Outlook Industry Leaders Speak
  19. 19. 5% 10% 10% 24% 19% 5% 29% <-50% -50% -40% -30% -20% -10% Nochange 10% 20% 30% 40% 50% >50% 75% 75% of agencies expects to spend at least 30% more on digital advertising in 2015 than in 2014. Within agencies that do digital advertising, their digital spending is now higher than their TV spending. Please indicate the percentage of change for digital advertising spend that you expect for your clients in 2015? Agency outlook DAAT - Digital Advertising Spend 2014
  20. 20. 14% 24% 33% 38% 62% 81% 86% Other CRM E-commerce channel PR Sales Engagement Brand awareness Building brand awareness and engagement are the top objectives of digital advertising, more than directly sales related objectives. Agencies change their client engagement models in different ways to adapt to a changing environment. Which of the following best describes most of your clients’ objectives for digital ad spend? 10% 29% 33% 10% 43% 14% 29% 57% 48% 57% 38% 33% Project basedRetainer basedEducation and trainingEmbedding specialized resources at client More Equal Less How has your engagement model with clients changed over the last year? DAAT - Digital Advertising Spend 2014
  21. 21. DAAT - Digital Advertising Spend 2014 Spending Agency Outlook Industry Leaders Speak
  22. 22. TNS interviewed a number of industry leaders to get their view and expectations of the digital marketing industry. Impressions of the interviews are included on the following pages. The following persons have contributed their view: Khun Mike DeLosReyes Managing Director, Mediabrands. Digital at IPG Mediabrands Khun Norasit Sitivechvichit Digital Business Director, Dentsu 360 Khun Siwat Chawareewong CEO, mInteraction Khun Supaporn Jangcharoen Executive Digital Director, Zenith Optimedia Industry leaders speak DAAT - Digital Advertising Spend 2014
  23. 23. DAAT - Digital Advertising Spend 2014 Insights “Key misunderstandings about digital - Digital communication is not cheap! - Creativity is not the only factor of a successful online campaign” “Digital as a Sale Channel Digital marketing has transformed from ‘Communication tool’ to serve as ‘Distribution channel’.”
  24. 24. DAAT - Digital Advertising Spend 2014 Insights “Did you know? - You don’t have to be a graduate with a degree in mass communication to join working in this industry” “There is a shortage of digital know-how There is a shortage of understanding and human resources in the area of digital and online marketing”
  25. 25. DAAT - Digital Advertising Spend 2014 It won’t take too long for our digital spending to grow from 5% to 20%. Khun Siwat Chawareewong CEO, mInteraction At this moment budgets for digital marketing are not yet very large, but it has significantly increased from 7-8 years ago. I would approximate it to be 0.5% of total advertising budget at that time. Even though it will not be much larger than 5% now, that is about ten- fold increase. Thailand is still behind other markets. Europe is 30+%, Australia 20+ and approaching 30%, China 20%, Malaysia 10%. So we should definitely see Thailand reaching 20% in the future but how fast or slow remains to be seen. Looking at China at 20% now, it won’t take too long for us to get from 5% to 20%. “ “
  26. 26. DAAT - Digital Advertising Spend 2014 Norasit Sitivechvichit Digital Business Director, Dentsu 360 Last year was the wake-up call, this year, digital is the must The digital industry is go for ‘full swing’ this year. Some might say that digital marketing became very popular since the last year, but actually last year was just a wake-up call that those who are in traditional media need to be aware of. “ “
  27. 27. DAAT - Digital Advertising Spend 2014 It is not true that digital campaigns are cheaper than traditional ones. Khun Mike DeLosReyes Managing Director, Mediabrands.Digital at IPG Mediabrands Cheap is not a reason for this market, but others Clients ask why they have to spend the same amount on digital media? The answer is to ensure the same effectiveness of the campaign. Digital can create more awareness and more buzz than the traditional media, but clients need to spend enough budget to make this happen “ “ $$$
  28. 28. DAAT - Digital Advertising Spend 2014 As technology changes, you don’t have to be a graduate with a degree in mass communication to join working in this industry. The required skill set has broadened As technology changes, you don’t have to be a graduate with a degree in mass communication. Certain skills may require people with a background in social science, economics, finance or even engineering. With digital/online marketing, it is no longer a matter of marketing communication but a whole value chain that requires deeper analysis. It is not only about ‘click to’ or about ‘budget spending’ but about consumers’ actions, about value to our customer’s organization and how things turn into sales. “ “ Khun Supaporn Jangcharoen Executive Digital Director, Zenith Optimedia
  29. 29. DAAT - Digital Advertising Spend 2014 7 Key Interesting Findings
  30. 30. DAAT - Digital Advertising Spend 2014 Full report Crossed spending data by industry/discipline Forecast 2015 by industry/discipline Agency outlook , agency point of view survey Inside interview from industry leaders Inside by industry ,analyze spending by each industry Crossed spending data in Excel Find out more
  31. 31. DAAT - Digital Advertising Spend 2014 Full report Report price PDF + Excel = 499 USD 100 USD discount for DAAT members Available at http://www.tnsglobal.com/thailand-digital-ad-spend-report

×