Digital channels rule, but some firms are missing opportunities by spending too much of their budget online
The digital media agency Media Intelligence Group (MI) has revised down its growth forecast for advertising and marketing spending in Thailand this year to 2.2%, representing 87.6 billion baht in total spending, from an earlier projection of 4.5% growth, citing unfavourable economic conditions.
Despite the economic slowdown, the company said there are still opportunities for brands by using a balanced mix of online and offline channels to navigate challenges.
MI also emphasised the importance of recognising the purchasing power of key targeted groups, ranging from retirees to migrant workers.
“We realise the challenge of economic turmoil from the recent earthquake, the decline of Chinese tourist arrivals and the US reciprocal tariffs that affect marketers’ spending,” said MI chief executive Pawat Ruangdejworachai.
The company’s revision is in line with the country’s GDP growth forecast, as well as the forecast for digital ad spending that is expected to grow 10% to 34.5 billion baht in 2025.
Mr Pawat said digital advertising, particularly social media, has become a “black ocean” market where brands struggle to stand out from their rivals.
Currently, some brands are spending 100% of their budget on digital channels.
According to the company’s in-house research unit MI Learn Lab, internet channels have a 30% share of total media spending in 2025, while influencers/key opinion leaders account for 20%. TV accounts for 29%, while out-of-home media accoun
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