Thailand’s advertising and marketing expenditure for 2025 is projected to grow by just 1.5%, reaching 87 billion baht, according to digital media agency Media Intelligence Group (MI). This is a downward revision from their earlier forecast of 2.2% growth for the year. MI attributes the slower growth to increasing economic and geopolitical challenges, including U.S. reciprocal tariffs, domestic uncertainties caused by natural disasters, and rising border tensions with Cambodia. These issues are impacting consumer confidence and dampening expectations for a bounce-back in ad spending.
Digital platforms are expected to continue driving growth, accounting for nearly 40% of total advertising expenditure. This growth is fueled by intense competition among approximately 12 million online sellers. Out-of-home media will represent around 17% of the market, partly supported by the government’s upcoming 20-baht flat fare policy for Bangkok’s electric train lines, which is anticipated to boost passenger numbers and media visibility.
MI Group President and CEO Pawat Ruangdejworachai noted signs of recovery in the tourism sector during the second half of the year, with brands increasing advertising efforts to compete for sales despite limited consumer spending power and a sluggish economy. The surge of new digital sellers, including amateur and part-time vendors, now totals around 9 million, supporting the rapid growth of social commerce. Social media platforms are transforming into marketplace hubs where consumers can buy directly from brands, influencers, and small sellers.
However, this crowded digital landscape presents a new challenge: gaining consumer trust and standing out amid high competition and saturation. Pawat stressed that success depends on understanding consumer needs and building trust rather than just shouting loudest. With consumer groups aged 45 and older surpassing 20 million, brands are also paying attention to this segment’s significant purchasing power.
For the first half of 2025, total advertising and marketing spend reached 42.8 billion baht, a modest increase of 1.1% year-on-year. Digital media led this growth, with digital ad spending reaching 17.3 billion baht — a 9% increase, excluding unreported figures. MI LEARN LAB estimates that untracked digital advertising spend could surpass 5 billion baht, representing more than 30% of the reported figures from the Digital Advertising Association (Thailand).
Out-of-home media spending hit 7 billion baht in the first half, up 11%, mainly driven by digital screens in transit systems such as skytrain and MRT. MI expects this upward momentum will accelerate in the final quarter, bolstered by the government’s 20-baht flat fare policy.