GroupM Launches Fourth ‘Thailand Digital Playbook’

GroupM Launches Fourth
‘Thailand Digital Playbook’


Bangkok – GroupM, WPP’s world-leading media investment group and Thailand’s leading media operation, is launching “Thailand Digital Playbook 2019“, an annual report in its fourth edition that offers insights on marketing and consumer trends for marketers in Thailand.


The first and second editions forecasted changes in Thailand’s digital industry via hidden gems – the first-time mass internet users. The third edition in 2018 analysed the tactics and strategies of the eCommerce era through the rise of digital transactions.


Thailand Digital Playbook 2019 deepens the look at Thailand’s digital industry, with key insights on digital advertising expenditures, market and media insights, consumer trends, along with other insightful data from proprietary researches and partners of GroupM Agencies in Thailand.


The topic discussed in Thailand Digital Playbook 2019 are:

01 Digital Advertising Growth

GroupM is forecasting massive incremental digital advertising investment, +16%, particularly among the top three ad categories: motor vehicles, communications, and banks. This aggregates to more than 14.33 Billion Baht in digital advertising spending.


02 The Evolution of Thai Consumers

The use of an anonymous, digital personal ID is an absolute must in increasingly addressable media; today, traditional demographics such as age and gender are no longer sufficient for accountability of more personalised commercial message exposure.


03 Treasuring Data

In the maturing digital era, marketers are evolving beyond just data purchase, it is now crucial for marketers to collect and establish audience data of their own.


04 The Tricks of the Trade

Brand safety practices and trusted marketplaces allow for the brand to advance their agenda in digital media with the allocation of data efficiently through the continuous changes in the consumer journey.



About GroupM

GroupM is the world’s leading media investment company responsible for more than $45B in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM creates competitive advantages for advertisers via its worldwide organisation of media expert who deliver powerful insights on consumers and media platforms, trading expertise, market-leading brand-safe media, technology solutions, addressable TV, content, sports and more.


Media Contact:


Neil Mavichak
Head of Marketing & Development – Thailand


Pan Jroongtanapibarn
Associate Director, Marketing & Development – Thailand


The Latest