In an era where technology and content are created rapidly and in vast quantities, the most valuable and scarce resource today is no longer content itself but "Consumer Attention"—the focus of consumers.
Amid one of the fastest industry transformations, the key challenge for brands and marketers today is not just keeping up with technology but capturing that attention and converting it into tangible business results, alongside preparing human resources to grow with the evolving media landscape.
The Digital Advertising Association (Thailand) (DAAT), in collaboration with KANTAR, a leading global data, analytics, and consulting firm, has released findings from a survey on Thailand’s digital advertising spending trends for 2026, after the first nine months of the year.
The data highlights a significant market transition from a "digital advertising economy" to a broader "digital marketing economy," where spending extends beyond media buying into a wider marketing ecosystem including social media, e-commerce, creators, content, and AI technology. The market was initially forecasted to contract by 0.3%.
However, updated figures as of October indicate improvement, with digital ad spending projected to grow by 0.3% for the year, showing the market’s adaptability amid economic challenges. This shifts the key question from whether the market is growing or shrinking to where the money is flowing and what kind of value it is creating for businesses.
Regarding platforms, Meta remains the leader with 25% of digital ad spending, while TikTok has risen to 24%, reflecting heightened competition in social video and content-led marketing.
Meanwhile, social media, e-commerce, and native advertising sectors are seeing double-digit growth. In contrast, YouTube spending is forecasted to decline by 15%, display advertising by 24%, online video by 17%, and LINE by 15%.
At the industry level, skincare products retain the top spot for the fourth consecutive year, significantly outspending the second-ranked sector. Skincare accounts for 20% of the total digital advertising budget, increasing from 5.322 billion baht in 2025 to 6.339 billion baht in 2026.
Following are the telecommunications, non-alcoholic beverages, consumer goods, and automotive sectors, while beauty, health, and self-care industries continue showing steady growth.
Specifically, skincare grew 19%, hair care 39%, oral care 31%, and medical and health products 58%. Conversely, advertising spending declined in alcoholic beverages by 53%, gas stations 44%, vitamins and supplements 36%, automotive 21%, pharmaceuticals 11%, and banking 20%, with the insurance sector maintaining stable spending levels.
Overall, most product groups have tightened and economized their spending, with only the beauty and skincare sectors driving overall industry growth.
Sorada Sonprasith, President of the Digital Advertising Association (Thailand). She stated that over the past 14 years, Thailand’s digital advertising budgets consistently grew at double-digit rates since 2015 before slowing during the COVID-19 crisis. Growth rates have been modest in the past 2-3 years, compounded by various challenges including international conflicts, economic conditions, and natural disasters like flooding in Bangkok, leading consumers and businesses to be more cautious with spending.
Although early-year forecasts predicted a 3% market contraction, the latest estimates show the digital market expanding to 32.339 billion baht, confirming digital media remains a crucial marketing driver.
Brands’ primary objectives in using digital media currently focus on three key areas: brand and product building, awareness and consideration, and lead generation.
At the same time, the industry faces new challenges and concerns, particularly adapting to rapidly advancing AI technologies, workforce readiness, and a trend toward advertisers managing digital advertising in-house more frequently.
"The key task going forward is not merely increasing budgets in digital channels but designing integrated marketing systems where creativity, content, creators, data, technology, and commerce work together. Brands that can meaningfully connect these elements with consumer behavior and culture will convert attention into measurable business results and long-term brand growth," Sorada said.
The event also featured a panel discussion titled Beyond the Spend: What’s Next for Brands & Advertising, highlighting that digital advertising growth is not just about spending but about evolving how brands communicate and co-create value with consumers in the digital age.
Within the real estate sector, despite a slight forecasted drop in digital ad spending from 1.177 billion baht in 2025 to 1.138 billion baht in 2026—indicating stability—internal strategies have shifted significantly after 3-4 years focused on performance marketing and lead conversion.
Given consumers’ cautious spending on investment products, real estate brands have shifted from seeking more leads to building brand preference, emphasizing top and mid-funnel brand building to establish trust and confidence over the long customer journey, which can span months or years before conversion.
Therefore, media planning and budget allocation for 2026 must prioritize Consumer First and Consumer Journey First principles, considering content context and platform collaboration.
Short-form video may spark initial interest, while long-form video or blogs provide in-depth information for complex purchases like real estate, finance, or technology. Measurement should go beyond last-click or final conversion points, understanding the combination of touchpoints to optimize the media mix effectively.
DAAT and industry experts emphasize that digital’s role today goes beyond reporting growth figures to looking ahead—shifting from asking how much is spent to considering how every baht creates business impact and new societal value through deep collaboration among brands, agencies, and leading platforms, focusing on upskilling marketers, entrepreneurs, and new generations.
True and sustainable growth in digital advertising is not measured solely by spending figures but by the industry’s ability to adapt effectively to change with a skilled and prepared workforce.