GroupM Thailand Launches Thailand Digital Playbook 2017/2018

GroupM Thailand Launches
Thailand Digital Playbook 2017/2018


Bangkok – GroupM Thailand’s leading media investment management operation company – part of WPP today announced the publication of “Thailand Digital Playbook 2017/2018”, an annual report on marketing and consumer trends aimed to highlight best practices for Thailand’s digital industry for the upcoming 12 months.

This third edition of Thailand Digital Playbook provides an insightful overview of Thailand’s digital industry including a summary of key digital advertising and media statistics, market insights, consumer trends, and macroeconomics data from GroupM’s proprietary researches and partners.

Among the topics discussed in Thailand Digital Playbook are:

Digital Ad Spending & Growth
With a focus on massive incremental digital advertising budget, in particular, the top three categories; communication, non-alcoholic beverages, and skincare, amounting approximately to more than 9,400 million Baht of digital advertising value.

The Mobile Era is Here
Internet access via the use of smartphones rising the new behaviour of Thais, especially for “new internet users” who live in upcountry/rural areas, as well as the elderly. These behaviours include the expectations for instant/responsive services and transactions.

Consumer Behaviour in the Digital Age
A gamut of available media provides “freedom of choice” for Thai consumers to select or ignore content and programmes. It boils down to the biggest challenges for marketers to blend all data and knowledge that fit target consumers precisely at the right moment.

The Virtual Currency
The adaptation to new technologies is no longer a barrier for consumers, evidenced by the recent growth of Thai online shoppers.
This section describes the four types of Thai consumers based on their spending behaviours.

The Golden Age of Millennial
Upon the rapid behavioural changes, brands and marketers should utilise technology altogether with on-hand information to uplift personalised experience in the areas of search and one-stop/real-time service across multiple devices.


About GroupM

GroupM is the leading global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, and Essence, as well as programmatic digital media platform, Xaxis, each global operations in their own right with leading marketing positions. GroupM’s primary purpose is to maximise performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people.



For more information, please contact

Neil Mavichak
Head of Marketing & Development
GroupM (Thailand)

Pan Jroongtanapibarn
Marketing & Development Manager
GroupM (Thailand)


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