The overall picture of the digital advertising industry in 2020 has slowed growth in the first half of the year. The spending amount is 9,498 million baht due to the epidemic situation of the COVID-19 virus.
However, in the second half of the year, the digital media investment has returned to grow, pushing expenditures up to 11,560 million baht, resulting in a total year growth of 8% from the previous year.
The top 5 industries with the highest investment are:
- Automotive industry (2,713 million baht)
- Non-alcoholic beverages (1,993 million baht)
- Communication group (1,979 million baht)
- Skincare (1,922 million baht)
- Dairy products (1,717 million baht)
Interestingly, the banking segment, which was fifth in the previous year, has been replaced by dairy this year.
The industry groups with the highest ad spending are: Dairy (+ 41%) and Non-Alcoholic Beverages (+ 36%). On the other hand, Real Estate (-36%), Banking (-30%), Insurance (- 22%) and hair care products (-40%) are industries that reduce spending on digital media. Due to changes in consumer demand and spending habits
The platforms that brands and agencies choose to communicate with consumers are still Facebook Ads (6,561 million baht) and YouTube Ads (4,586 million baht), followed by Creative (2,039 million baht), Social (1,882 million baht) and Search (1,627 million baht), respectively.
From the information we can see that Facebook and YouTube are in the top ranking. For many years But at the same time, new platforms like TikTok and e-commerce have increased, reflecting consumer behavior. Including as an alternative to marketers as well
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