Digital Advertising Spending In Thailand 2019

Previously, we have shared on our blog that from 2012 to 2017, there are digital shift in marketing in Thailand, meaning that digital channel marketing is increasing. Today let’s look at what changes have occurred in 2018 and the first half of 2019 and how is it accelerating?

We hope you find it useful for future marketing plans in Thailand.

Digital Advertising expenses in Thailand (~2019)

Source:Digital Advertising Association (Thailand) /  DAAT

Thailand’s digital advertising spending has increased 36% from 2017 to 2018, reaching a total of 17 billion baht by the end of the year. The Japanese yen is 51.0 billion yen (calculated as 1THB = 3 yen). Japan’s digital advertising expenses in 2018 are 1,758.9 billion yen (116.5% compared to the previous year) (Dentsu: Japanese advertising expenses | quoted from advertising expenses by medium), so in comparison, the Thai digital advertising market is still small yet it’s showing a huge growth and it has continuing to grow over the years.

Thailand digital advertising spending continues to grow but is projected to close the year at a slower rate than 2018 (+19% vs +36%).  Total digital spending in 2019 is expected to exceed 20 Billion baht (Reference: Digital Advertising Association (Thailand) KANTAR).

Next, let’s take a look at the changes in advertising expenses from 2018 to present 2019 for the four mass media (TV, newspaper, magazine, radio), which are representatives of traditional Thai advertising.

Thailand Mass 4 Media Advertising Expenditure by Media

Comparing 2018 and 2019, we can see that advertising expenses for media other than digital TV are decreasing. This may be cause of fast online media growth as digital media gets closer to consumers behaviors each day.

Let’s take a look at what kind of industries cooperated in digital spending in Thailand. In 2017, communications was the biggest digital ad spender.

Digital advertising expenses by industries in Thailand (2017)

Source:Digital Advertising Association (Thailand) /  DAAT

Digital advertising expenses by industries in Thailand (2018)

Source:Digital Advertising Association (Thailand) /  DAAT

How was it changed from 2018 until now? In 2017, 1st place was communications companies but from 2018 it has dropped by 18% with the automotive industry holding down 13% of the total.

Digital advertising expenses by industries in Thailand (2019)

Source:Digital Advertising Association (Thailand) /  DAAT

In 2018, the automotive industry was the largest digital advertising spender, followed by telecommunications companies and skin care. In Thailand, however, the introduction of next-generation communications standards “5G” is not yet expected, so in 2019 it is expected that skincare will overtake communications.

Let’s see what kind of digital advertising media/platform these companies are running.

Digital advertising expenses by media in Thailand (2019)

Source:Digital Advertising Association (Thailand) /  DAAT

Of all media, Facebook is the most expensive, followed by YouTube, creatives, and displays. We believe that creative and display, primarily video-related formats, are expected to grow the most by the end of 2019.

We can help you with digital marketing for Thai market. If you have any problems, please feel free to contact us.

Internet Usage In Thailand 2019


More than half of the world’s population is now Internet users, and convenient services are being created every day that can be used on the Internet, from search and email to social communication, online games, and shopping for daily necessities. Statistics show that in Japan, 118 million (94%) of the 127 million people are Internet users, and Thailand also uses the Internet at a high rate of 57 million (82%) out of a population of 69.24 million. Is out. However, even if the usage rate is similarly high, the usage of the Internet differs between the two countries. If your company expands the use of the Internet in business, you may be confused by the gap. In this article, I would like to explain the current Internet usage situation in Thailand in comparison with Japan.

All the data in this article is based on the data of We are social as of January 2019.

Device used

The major difference in Internet usage between Japan and Thailand is the difference in the devices used. There are various types such as PCs, mobiles, tablets, and game consoles, but they can be broadly divided into PCs and mobiles. It is said that the number of young people who use PCs has decreased in Japan in recent years, but the Internet has only become widespread since the days when there was no mobile Internet, and there are still more people using the Internet on PCs than on mobiles. Websites have become mainstream to support both PC and mobile, but in most cases, websites will be created on the assumption that they will be viewed on a PC and will be compatible with mobile.

The average daily internet usage time is 1 hour and 25 minutes for mobile and 2 hours and 20 minutes for PC. On the other hand, in Thailand, the Internet and mobile have spread rapidly in recent years. Regarding the spread of mobile, Thailand has a population of 69.24 million and 92.33 million (133%), which is higher than the population as in Japan. (186 million people (147%) in Japan) Since mobile appeared before PCs were fully penetrated, there are more mobile users than PC Internet users in Thailand. The average daily internet usage time is 3 hours 58 minutes from a PC and 5 hours 13 minutes from a mobile. If you want to send information to Thai people on the Internet, use it from your smartphone, such as whether the page layout is mobile compatible, the buttons are not difficult to press, and the image is large enough to be seen on the smartphone screen. It is necessary to consider the above.

Internet spent time


There are also differences in internet usage time between Japan and Thailand. It is easy to think that Japan, a developed country, uses the Internet more actively than Thailand, which is an emerging country, but in reality, Thailand spends much more time on the Internet than Japan. The average daily usage time of Internet users is 3 hours and 45 minutes in Japan. This is a surprisingly low number of 40th place compared to other countries in the world. On the other hand, Thailand has 9 hours and 11 minutes, which is the third highest in the world after the Philippines and Brazil, showing that the amount of internet usage is extremely high. As mentioned in the previous section, the average daily Internet usage time from mobile is 5 hours and 13 minutes, which is the highest in the world. (Japan ranked 43rd in 1 hour and 25 minutes) It was only in the last few years that Thailand’s Internet usage rate began to rise sharply, and high-speed communication throughout Thailand due to the establishment of Internet infrastructure by government policy. It is thought that the fact that it became available has a great influence. Even in Japan, walking smartphones are a problem, and the amount of smartphones used is quite high, but there is a difference of 2 to 3 times compared to Thailand. Possible reasons are that Thailand is introducing free wi-fi and has a place where you can use the Internet without worrying about packets, and watching videos on your smartphone in a store that is open. There may be an environment where it doesn’t matter much even if you play with your smartphone during work to see the scene. In any case, the increased use of the Internet should increase business opportunities. Even when disseminating information, it is necessary to formulate a strategy that takes into account the online situation in Thailand, such as which media such as Facebook, Instagram, and Twitter should be used for efficient recognition.

Social Media usage

It was found that the average daily Internet usage time of Thai Internet users is as high as 9 hours and 11 minutes. So what are Thais mainly using the Internet for?

Video services have the longest usage time, with an average of 3 hours and 44 minutes. The same is true in Japan, where video services are overwhelming at 2 hours and 28 minutes, compared to 36 minutes for social media and 16 minutes for music services. However, what I would like to pay attention to here is that the usage time of social media in Thailand is 3 hours and 11 minutes, which is comparable to that of video services. Due to the nature of video services, the usage time during visits tends to be long. Even when comparing the “average time spent per visit” of the top 20 most visited sites in the world, including Google and Facebook, only YouTube exceeds 20 minutes. (Google 9 minutes 12 seconds, Facebook 11 minutes 44 seconds, YouTube 21 minutes 36 seconds) Therefore, it can be seen that Thai people spend a relatively high amount of time on social media. Twitter is the most active social media service in Japan, but only 49% of all Internet users. In contrast, Facebook, the social media service with the highest number of active users in Thailand, accounts for 93% of all Internet users.

If anyone is using the Internet in Thailand, there is a 90% or more chance that they are using Facebook, which is an amazing number. You can see the importance of using Facebook when disseminating information in Thailand. Other than Facebook, the number of Instagram and Twitter subscribers also exceeds the majority of all Internet users, and it is also an effective strategy to get the help of influencers (users who have influence on social media) when marketing.

E commerce Service

In Japan, there are many services that allow you to shop online, such as Amazon, Yahoo Auctions, Mercari, and Rakuma, and they have become well-known in everyday life. It is said that 68% of Japanese internet users have now shopped online. Even in Thailand, the percentage of people who have shopped online is 80% of Internet users, indicating that the EC market is well-known in everyday life.

Commonly used services in Thailand include Kaidee, Lazada and Shopee. Kaidee is Thailand’s largest C to C (consumer-to-consumer) e-commerce site with 30 million members. Compared to Mercari in Japan, there are some hurdles on the selling side because it costs more to list, extend the listing date, and take a place for a prominent posting position. Since it does not have an electronic payment function, it is basically discussed individually and the products are delivered directly. Although it is optional, the need to include personal information such as telephone numbers in order to gain the trust of buyers may also be a factor raising the hurdle on the selling side. Many sellers are doing it as a side business, and the impression is that users are clearly separated by sellers and buyers. Not only clothes and electrical appliances, but also platforms dedicated to real estate and passenger cars have been created, and it seems that they are also producing good results. Lazada and Shopee are B to C (business-to-consumer) e-commerce sites, both of which provide services not only in Thailand but also in Southeast Asian countries such as Malaysia, Indonesia, Singapore, the Philippines and Vietnam. Lazada is only called AMAZON in Southeast Asia, and the number one access is unwavering, but Shopee, which was just established in 2015, also has a large number of members thanks to its focus on advertising such as TV commercials and outdoor signboards. It increased sharply and grew rapidly. Since it is B to C, general consumers cannot sell it, but there are many registrations such as private shops and the product lineup is abundant. They also sell daily necessities and consumables, and many people check their beans because they can buy them cheaper than at stores if they aim for sale. The payment method also supports card payment online banking and cash on delivery, so the hurdles for purchasing are low and safe. It will be interesting to see how much the Thai EC market, which continues to expand, will grow in the future.

New service trends

Both Lazada and Shopee are e-commerce companies operating in Southeast Asian countries, but Lazada Thailand has been completed in Thailand and Lazada Malaysia has been completed in domestic transactions. But if your company considers the opportunity to sell things online, you’ll want your products to be seen and bought in as many locations across countries as possible. Recently, cross-border EC, that is, EC that crosses countries, has become popular. It is a service that enables transactions across countries using EC sites such as Lazada and Shopee. For example, with a service called ECCS (Enterprise Commerce Cloud Service), you only have to list once, and you can list multiple EC sites such as Lazada and Shopee at the same time in each country. When a product is sold, if you place inventory locally, the carrier will be notified and you will be able to deliver the product. Furthermore, it is possible to aim for upsell and cross-sell by acquiring the information of the customer who purchased it and delivering the advertisement suitable for that customer. If you purchase information on the Internet properly, you can use efficient methods with less effort to improve your business performance. Since EC in Thailand is developing steadily, how to utilize EC using the Internet for its own business will be a point of attention in various places in the future.

In addition, there are services that can take advantage of the large number of Thailand Social media active users. For example, a tool called Visumo (instagram marketing tool), which is rapidly becoming popular in the marketing field today, which collects the photos related to the company’s products from the photos posted on Instagram by the general public, display on the company’s site, to generate direct sales from there. It allows you to draw an effective customer journey flow. You can use Instagram to improve sales and brand image. Rather than spending a lot of money on TV commercials for consumers who are injured by advertisements, Instagram, which appeals products by consumers themselves, is spreading in Thailand because it has a high word-of-mouth effect and is cost-effective.


Internet usage in Thailand is increasing year by year, and the Social media and EC markets are still expected to expand. For those who are doing business in Thailand, how to connect their own business with the Thai Internet will be an issue. We are happy to help you with digital marketing for the Thai market. If you have any problems, please feel free to contact us.

Chatbot คืออะไร?

Chatbot คืออะไร ?

Chatbot ก็คือ โปรแกรมคอมพิวเตอร์ชนิดนึง ที่มีไว้สื่อสารโดยการสนทนากับมนุษย์ เพื่อประโยชน์ไม่ทางใดก็ทางนึง  โดยที่ Chatbot แบบหลักๆ 2 แบบคือ

  1. กำหนดด้วยกฎต่างๆ (Based on rules)
  2. แบบที่มีปัญญาประดิษฐ์ AI (Artificial Intelligence)

Chatbot ดีอย่างไร ?

Chatbot เป็นตัวช่วยที่ดีมากตัวนึง มันสามารถประยุกต์ให้เข้ากับหลายแพลตฟอร์ม หลากหลายธุรกิจ ที่จะคอยมาช่วยเราดูแลลูกค้าหรือผู้ใช้งานและธุรกิจของเรา อย่างเช่น

  • ตอบปัญหาต่างๆ เกี่ยวกับการใช้งานอัตโนมัติ
  • นำเสนอข่าวสาร โปรโมชั่น ต่างๆ สู่ User โดยตรง
  • ช่วยในการแนะนำลูกค้า สร้างบิลและหน้าจ่ายเงิน
  • ให้คำปรึกษาเฉพาะทางในด้านต่างๆ
  • สามารถเก็บฟีดแบ็คจาก User ได้
  • ผู้ช่วยด้านการเงิน แจ้งการทำธุรกรรมหรือแม้แต่อัพเดทวงเงิน

สถานการณ์การใช้อินเทอร์เน็ตในประเทศไทย (2561)




We Are Socialが発行するレポート

We Are Socialはイギリス・ロンドンが本拠地の世界各国に拠点を持つグローバルエージェンシーです。主にSNSコンサルティングなどを手掛けており、毎年世界各国のインターネット利用状況に関するボリュームあるレポートをWebサイト上で発表しています。























































タイ電子取引開発機構 (ETDA) 発行のレポート

ETDAはタイのデジタル経済社会省傘下の政府系機関で、サイバーセキュリティ関連事業等を行っています。ETDAのWebサイトには、タイの人々のインターネット利用実態や電子取引状況、EC市場状況など、様々な独自調査レポートがアップされています。今回はその中のひとつ、THAILAND INTERNET USER PROFILE 2017から内容を抜粋しお伝えします。














回答者 (%) 回答
64.1 本当に必要な場合のみ自分の個人情報を提供する/自分の発信内容に注意を払う/発信相手を選ぶ
63.5 仕事や買い物でインターネットをより活用する
59.0 知らない人からのメールは開かない、知らないリンクは開かない
34.5 頻繁にパスワードを変更する、パスワードのセキュリティ対策の強化
32.5 アンチウィルスソフトを使う、ソフトウェアのアップデートをきちんとする
22.9 インターネットの利用頻度を下げる
8.8 Facebookから退会し他のサービスを利用する




回答者 (%) 回答
40.7 インターネットで買い物をしない
38.4 1回/ 月
17.7 2-5回/ 月
3.2 5回以上/ 月











回答者 (%) 回答
35.1 クレジットカード
31.9 銀行のモバイルアプリを利用した振り込み
27.1 ATMでの振り込み
22.6 銀行のWebサイトを利用した振り込み
14.9 キャッシュオンデリバリー
14.6 銀行窓口での振り込み
12.3 電子ウォレット
11.7 デビットカード
9.1 支払いカウンター
5.9 トップアップカード
4.5 現金払い
2.8 プリペイドカード
0.8 ビットコインなど暗号通貨
0.7 ギフトカード




回答者 (%) 回答
52.0 実物はサイトで見たよりもクオリティが良くなかった
43.8 商品が予定のスケジュールよりも遅れて到着した
29.5 実物がサイトで見たものと異なっていた
21.3 商品に不具合があった
11.9 支払いを済ませたのに商品が届かない
9.1 商品点数が注文と異なっていた
4.6 商品を返品しても返金が無かった












  • タイ・エアアジアXが4月にバンコク―札幌直行便を再就航することを発表
  • タイ国際航空がバンコク―成田とバンコク―中部セントレアの増便を発表
  • LCCノックスクート・エアラインズが第2四半期(4~6月)にバンコク―成田線、同タイ・ライオン・エア(TLA)も早期に成田、福岡路線の開設を目指すと発表



Asia Interaction Supports社発行のレポート

Asia Interaction Supports社は、愛知県名古屋市を本拠とし、インバウンドサポート事業等をされています。同社は訪日観光客に関する独自調査もされており、今回は「訪日タイ人の人気観光地ランキング2018」から内容を引用しお伝えします。




期間: 2017年11月10日~2017年12月10日

回答者数: 2,810人

調査対象者: タイ人

方法: インターネット調査


















In Thailand recently, not only BtoC companies but also BtoB companies are feeling that marketing has been shifted to digital accelerating, but how much scale and speed is it actually progressing?
This time, we will focus on “advertising” and look at the trends in Thailand while comparing with situations in Japan.

We hope you find it useful for future marketing plans in Thailand.

Digital Advertising expenses in Thailand (~2017)

Source:Digital Advertising Association (Thailand) /  DAAT

Thailand’s digital advertising expenses in 2017 were 12,195million THB, an increase of about 340% compared to 2012 which is about 36.6billion yen ( calculated by 1 THB= 3yen).
In 2017, Japan’s digital advertising expenses were 1,509.4billion yen (increased about 70% compared to 2012). Compared to this, Thai digital advertising market is small, yet it it continuously growing over the years.

Digital Advertising expenses in Japan (~2017)

Next, let’s look at changes in advertising costs for the four media (TV, newspaper, magazine, radio) that are representative of traditional advertising.
First is Thailand.

4 media advertising expenses in Thailand  (THB)

In 2017, advertising costs for 4 mass medias in Thailand (TV, newspaper, magazine, radio) were 79 million THB, a decrease of about 15% compared to 2012.
If you compare the transition of digital advertising and traditional advertising, you can see a clear digital shift in Thailand.

What about the situation in Japan?

4 media advertising expenses in Japan

In the 5 years from 2012 to 2017, the advertising expenses for the 4 Japanese media (TV, newspaper, magazine, radio) have been flat (no increasing or decreasing).

In Japan, the scale of traditional advertising has not changed, and the scale of digital advertising has expanded. From the above we can observe that the flow from “traditional advertising to digital advertising” is a significant trend in Thailand compared to Japan.

Next, let’s look at what industries in Thailand are actively investing in digital adveritsing.

Digital advertising expenses by industries in Thailand

Source:Digital Advertising Association (Thailand) /  DAAT

Telecommunications companies such as AIS, dtac, and true spend the most money on digital advertising. Since there are many services via smartphones, there are digital advertising strategies based on this to reach the targets.
Next is automobile related industries. Then skin care, beverages, daily necessities and cosmetics. This shows that digital advertising is generally used, not just for the youth targeted industries.

So how do these companies run digital advertising?
Here are the digital advertising expenses by media.

Digital advertising expenses by media in Thailand

Source:Digital Advertising Association (Thailand) /  DAAT

The largest number follows Facebook and Youtube. Thailand has the largest numbers of LINE users after Japan, but it may be said that the advertisement utilization in LINE is restrictive.

The reason why the user of digital advertising by companies in Thailand is spreading rapidly is because of the results of easily achieved due to the high use of internet usage and smartphones.

We can help you with digital marketing for Thai market. If you have any problems, please feel free to contact us.






出典:Statista 2018年6月時点



GDPデータ出典:IMF – World Economic Outlook Databases (2018年4月版)





出典:Statista 2018年6月





Lazada Thailand


東南アジアの電子商取引のリーダーであり、インドネシア、フィリピン、シンガポール、マレーシア、ベトナムにも展開するLazadaは、タイでも圧倒的な強さを誇るECモールです。 2016年に中国アリババがLazadaを買収し、東南アジアにおける全事業を傘下に収めています。

Shopee Thailand



11street Thailand





JIBコンピューターグループは、タイのコンピュータおよびIT製品専門のECモールです。 JIBは独自のECサイトで技術製品やガジェットを扱う、この業界をリードするユニークな存在となっています。



Taradはタイ初のECモールとして、1999年にオープンしました。 2009年に株式の過半数を楽天に買収されましたが、現地化に手間取り収益向上の目処が立たない楽天が2016年に売却。現在、タイの中小企業および大企業向けのワンストップサービスソリューションになることを目指したモール展開をしています。