Skin care leads digital advertising spend in Thailand

By Natasha Spencer

- Last updated on GMT

Skin care leads digital advertising spend in Thailand

Related tags: Southeast asia

Three dominant beauty sectors top the Digital Advertising Association’s (DAAT) digital spend list in Thailand in 2017.

The Thai skin care industry is expected to top all other market sectors in Thailand this year, as it is tipped to spend THB1.09 bn (€28.2 mn) on digital advertising in 2017.

The skin care industry’s total amounts to more than the collective digital advertising spend of the top two, three and four Thai sectors: communications companies, non-alcoholic beverage labels and motor vehicle brands.

Three in top 10

While skin care is the leading industry for digital advertising spend in the South East Asian hub, the cosmetics segment and hair care sector also feature in the top ten industries in Thailand to invest heavily in the online sphere.

In 2017, cosmetics companies are anticipated to spend THB 482 mn (€12.7 mn) on digital advertising, while hair care takes the number ten place in this year’s top industries to lead digital ad spend, by investing THB 353 mn (€9.3 mn) in online build.

Skin care focus

Increasingly, skin care firms have turned to online opportunities to harness their brand potential, with the APAC internet skin care retail market witnessing a CAGR of 26%; compared to 17% in other global markets, recently​. 

Thailand has built up its reputation for skin care innovation through focusing its production efforts on multifunctional items that answer current consumer concerns including pollution protection, the use of natural ingredients and support throughout the day via active beauty formulations.

Social appetite

Social media platforms are significant driving forces behind the rise in skin care digital ad spend, with popular advertising routes, Facebook and Google, on the up in Thailand.

DAAT predicts that Facebook advertising will amount to THB3.17 million (€82,007) in 2017, while Google’s YouTube will receive THB2.10 million (€54,326). Instagram, Twitter, instant messaging and search will also feature as part of skin care firms’ digital marketing strategies.

Market research firm, eMarketer, detects the amount of money spent on digital advertising will rise to $563.5 mn by 2020, making up 22.7% of all advertising in Thailand and rising from $416.3 mn in 2017 and 17.5%.

“Digital users are coming up with unexpected changes that the buy side is not prepared for, such as ad blocking, particularly in Thailand and Indonesia,”​ said Shuba Krishnan, Business Development Director, Innity, to the press.

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