1. 2012
and
2013
Digital
Ad
Spend

2. OUR
METHODOLOGY
AGENCY
LOG
-­‐ 20
Digital
Agencies
-­‐ Submit
numbers
anonymously

3. 20
Digital
Agencies
Adapter
Digital
MRM
OgilvyOne
Worldwide
Click2biz
Flexmedia
Newmediaplus
CJ
WORX
Adways
labs
Isobar
Omnicom
Media
Group
Jwt
Connect
Thaiconnexion
MCFIVA
Starcom
Mediavest
Winter
Egency
iProspect
Thailand
mInteracSon
Zenith
OpSmedia
Ewit
Digital
360
InnovaSve

4.
56
INDUSTRIES
AGRICULTURAL
PRODUCTS
CLASSIFIED
DIETARY
PRODUCTS
GOVERNMENT
&
COMMUNITY
ANNOUNCEMEN
T
LEISURE
NON
ALCOHOLIC
BEVERAGES
PHARMACEUTIC
ALS
SUNDRIES
ALCOHOLIC
BEVERAGES
CLOTHING
&
UNDERWEARS
EDUCATIONAL
INSTITUTIONS
HAIR
PREPARATIONS
MEDIA
&
MARKETING
OFFICE/
BUSINESS
EQUIPMENT
PHOTOGRAPHIC
PRODUCTS
TOILETRIES
AUDIO/VISUAL
ELECTRICAL
PRODUCTS
COMMUNICATI
ONS
ELECTRICAL
PRODUCTS(NON
AUDIO/VISUAL)
HOUSE
ADS.
MOTOR
VEHICLE
ACCESSORIES
OIL
&
LUBRICANTS
REAL
ESTATE
TRANSPORTATI
ON
BAKERY&CHOC
OLATE/
WAFERS/
BISCUITS
COMPUTERS
FINANCE
HOUSEHOLD
CLEANERS
MOTOR
VEHICLE
DEALERS
&
RENTALS
ORAL
PRODUCTS
RETAIL
SHOPS/
STORES
TRAVEL
&
TOURS
BANKS
COSMETICS
FOOD
OUTLETS
&
RESTAURANTS
HOUSEHOLD
EQUIPMENT&FU
RNISHINGS
MOTOR
VEHICLES
PERSONAL
ACCESSORIES
SEASONING
PRODUCTS
TYRES
BUILDING
MATERIAL
&
MACHINERY
CREDIT/DEBIT
CARDS
FOODSTUFFS
HOUSEHOLD
INSECTICIDES
&
PESTICIDES
MOTORCYCLES
&
BICYCLES
PET
FOODS
&
PET
PRODUCTS
SKIN-­‐CARE
PREPARATIONS
VITAMINS
&
SUPPLEMENTAR
Y
FOODS
CD/DVD
(MUSICAL
&
FILM
PRODUCTS)
DAIRY
PRODUCTS
&
DAIRY
SUBSTITUTE
PROD.
FOOTWEARS
INSURANCE
MULTI
SECTIONS
ADVERTISING
PETROL
SNACK
FOODS
WEBSITES

5. 6
DISCIPLINES
• DISPLAY
Banner
ad
/
Banner
in
game
/
FB
ad
• SEARCH
SEO
/
SEM
/
mobile
search
• SOCIAL
Page
management
/
Blogger
/
Seeding
/
Influencer
• CREATIVE
Web
/
ProducEon
for
social
and
digital
OOH
/
FB
App
• MOBILE
Mobile
ad
/
Mobile
app
/
SMS
• OTHERS
Including
sponsorships

6. GROWING
RAPIDLY
0
500
1000
1500
2000
2500
3000
3500
4000
Y
2011
Y
2012
Y
2013
2,005
2,783
3,733
Million
THB
2011
–
2013
Digital
Spending
34.12%
growth
38.84%
growth

7. TINY
COMPARED
TO
TOTAL
ADEX
Digital
Offline
1.92%
2.34
%
2011
2012

8. 2012
SPENDING
BY
INDUSTRY
14.93%
7.20%
7.14%
5.66%
5.65%
5.55%
5.23%
5.01%
3.70%
3.46%
3.36%
3.16%
3.03%
2.03%
2.02%
22.87%
SKIN-­‐CARE
PREPARATIONS
200
Million
THB
REAL
ESTATE
BANKS
COSMETICS
TOILETRIES
PETROL
ELECTRICAL
PRODUCTS
(NON
AUDIO/VISUAL)
NON
ALCOHOLIC
BEVERAGES
AUDIO/VISUAL
ELECTRICAL
PRODUCTS
HAIR
PREPARATIONS
FOOD
OUTLETS
&
RESTAURANTS
MOTOR
VEHICLES
198
Million
THB
ORAL
PRODUCTS
Others
ALCOHOLIC
BEVERAGES
COMMUNICATIONS
415
Million
THB
2012

9.
Top
15
Digital
AD
Spending
By
Industry
YEAR
2012
(Million
THB)
Category
Digital
AD
Y2012
(Million
THB)
Digital
VS
Total
%
COMMUNICATIONS
415
6.85%
SKIN-­‐CARE
PREPARATIONS
200
2.76%
MOTOR
VEHICLES
198
2.45%
REAL
ESTATE
157
5.41%
NON
ALCOHOLIC
BEVERAGES
157
1.91%
BANKS
154
4.33%
ALCOHOLIC
BEVERAGES
145
12.21%
COSMETICS
139
11.66%
TOILETRIES
102
2.96%
HAIR
PREPARATIONS
96
2.58%
AUDIO/VISUAL
ELECTRICAL
PRODUCTS
93
18.72%
ELECTRICAL
PRODUCTS(NON
AUDIO/VISUAL)
87
6.03%
ORAL
PRODUCTS
84
4.44%
FOOD
OUTLETS
&
RESTAURANTS
56
2.49%
PETROL
56
3.82%

10. Top
15
Total
AD
Spending
By
Industry
YEAR
2012
(Million
THB)
Category
Total
AD
Y2012
(Million
THB)
Digital
VS
Total
%
NON
ALCOHOLIC
BEVERAGES
8,223
1.91%
MOTOR
VEHICLES
8,114
2.45%
SKIN-­‐CARE
PREPARATIONS
7,271
2.76%
GOVERNMENT
&
COMMUNITY
ANNOUNCEMENT
7,027
0.05%
COMMUNICATIONS
6,069
6.85%
LEISURE
4,725
0.16%
RETAIL
SHOPS/STORES
4,301
0.84%
DAIRY
PRODUCTS
&
DAIRY
SUBSTITUTE
PROD.
4,216
0.76%
HAIR
PREPARATIONS
3,742
2.58%
BANKS
3,569
4.33%
TOILETRIES
3,480
2.96%
CLASSIFIED
3,451
0.00%
FOODSTUFFS
3,390
0.80%
VITAMINS
&
SUPPLEMENTARY
FOODS
3,237
1.28%
HOUSEHOLD
CLEANERS
2.56
1.77

11. 2013
SPENDING
BY
INDUSTRY
10.18%
7.41%
7.10%
5.68%
5.04%
4.89%
4.52%
4.36%
3.93%
3.82%
3.76%
3.14%
2.63%
2.21%
1.78%
29.54%
SKIN-­‐CARE
PREPARATIONS
REAL
ESTATE
BANKS
COSMETICS
TOILETRIES
COMPUTER
ELECTRICAL
PRODUCTS
(NON
AUDIO/VISUAL)
NON
ALCOHOLIC
BEVERAGES
AUDIO/VISUAL
ELECTRICAL
PRODUCTS
HAIR
PREPARATIONS
FOOD
OUTLETS
&
RESTAURANTS
MOTOR
VEHICLES
ORAL
PRODUCTS
Others
ALCOHOLIC
BEVERAGES
COMMUNICATIONS
2013

12. 2013
Trends
by
Industry
Growth
By
Volume
• MOTOR
VEHICLES
(78
million
THB)
• SKIN-­‐CARE
PREPARATIONS
(64
million
THB)
• NON
ALCOHOLIC
BEVERAGES
(54
million
THB)
Growth
By
%
• FOODSTUFFS
(86%)
• PHARMACEUTICALS
(74%)
• COMPUTERS
(71%)!

13. 0
10
20
30
40
50
60
70
80
90
100
Y2011
Y2012
Y2013
2011
–
2013
%
SPENDING
BY
DISCIPLINE!
Others
Mobile
MarkeEng
CreaEve
ProducEon
Social
Media
Search
Display
2011
–
2013
%
SPENDING
BY
DISCIPLINE

14. 2011
–
2013
SPENDING
BY
DISCIPLINE
Discipline
%2011
%2012
%2013
Display
55.61%
48.07%
45.87%
Search
11.28%
14.71%
16.22%
Social
Media
6.58%
10.33%
12.86%
CreaSve
ProducSon
24.25%
25.47%
23.45%
Mobile
MarkeSng
0.92%
0.76%
1.29%
All
others
/
Sponsorship
1.35%
0.66%
0.30%

15. Search
Social
2012-­‐2013
RISING
STARS