The overview of digital advertising spending in the first half of 2021 found that online channels, such as Facebook, Youtube, TikTok, Google LINE and e-commerce platforms. Both are opportunities and new distribution channels. But brands are starting to compete with each other, creating more opportunities. Not just buying ads But try to blend with the existing sales channels that they have.
Daat Day 2021 Winning Grow Together Reveals the results of the survey of the value of investment in digital media for the first half of 2021 and the trend of investment in the second half of the year from 12 agencies, 57 industries and 14 types of digital media.
Online Cash Increase 11%
The first half of 2021 is investing in digital advertising. 11,732 million baht and it is expected that in the second half of the year there will be investment in digital advertising 11,583 million baht, making the total amount for the year to be approximately 23,315 million baht, increased to 11% Compared to last year, only growing 8%
The industry with the most investment in digital media remains automotive industry 2,775 million baht followed by non-alcoholic beverages. 2,671million baht with more shopping from lockdown and people stock up on things to stay at home more.
However, although non-alcoholic beverages There will be more investment in digital media to create awareness. But in the future, it is still likely that the automotive industry will return to restore the position Because this year, the automotive industry has not spent the full amount of money due to many factors. if the situation improves This group is expected to return to increase digital spending higher than this.
followed by a skin care group 2,282 million baht that all brands turn to digital media and e-commerce to increase sales opportunities The Retail Group also invests in online channels such as chat or aftersales services to increase opportunities to reach customers, followed by communication groups. 2,199 million baht and dairy products 1,897 million baht
Social media and platforms are always popular.
Facebook and YouTube are still the top spending channels, with Facebook. (Facebook) have money at 7,424 million baht, equivalent to 32% followed by youtube (YouTube) There is a cash flow of 4,256 million baht, equivalent to 18%
The reason why Facebook continues to grow is because marketers see that it can meet all sales needs from creating awareness by using first customer data to increase sales opportunities. Or if it’s a new customer, it increases the opportunity to reach new customers. Also, there is a good conversion story. Information provided by Facebook can give advertisers confidence.
If marketers want to reduce advertising spending and increase sales opportunities. Facebook is a good alternative and functionality that can add sales opportunities to ecommerce and tracking. It is considered a media solution that is popular with marketers.
Although it is estimated that YouTube spends 7% less, is valued at 4,256 million baht and spreads more money to other video platforms such as streaming services. followed by social media 2,113 million baht, creative channels 2,074 million baht, while the service is still growing at 1,666 million baht.
With the growth of e-commerce, affiliate marketing has become one of the strategies people on social media are more willing to do with brands.
Last year TikTok grew 302% from players, influencers. and make marketers more interested in using
In addition, living at home or working from home results in the home becoming a place for various activities. and people will turn their homes into a hub for more activities
- 55% buy some alcoholic beverages to drink at home
- 44% use food delivery service to eat at home
- 39% use e-commerce as a shopping channel
- 39% exercise at home
- 25% spent more time with people in the household
- 22% Working from home
Therefore, brands should create content or blend products to better match customer behavior. However, the introduction of technology to enhance the use of information. Adapting to the situation and investing in brand data is also something that should not be overlooked.
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