{"id":5389,"date":"2026-10-05T22:27:58","date_gmt":"2026-10-05T15:27:58","guid":{"rendered":"https:\/\/thereporter.asia\/eng\/?p=5389"},"modified":"2026-10-05T22:27:58","modified_gmt":"2026-10-05T15:27:58","slug":"daat-ad-spend-2026-rebounds-marketing-shift","status":"publish","type":"post","link":"https:\/\/thereporter.asia\/eng\/2026\/10\/daat-ad-spend-2026-rebounds-marketing-shift\/","title":{"rendered":"DAAT Ad Spend 2026 Rebounds +0.3% Amid Marketing Shift"},"content":{"rendered":"<p id=\"p-rc_c37b2d47ff2fb559-671\" data-path-to-node=\"1\"><span data-path-to-node=\"1,0\">Thailand\u2019s digital advertising market has avoided contraction to record a 0.3% increase in 2026, driven by a structural shift from basic media buying into an integrated digital marketing ecosystem, according to the latest market update released by the Digital Advertising Association (Thailand) (DAAT)<\/span><span data-path-to-node=\"1,2\">. The figures mark an upward revision from earlier projections conducted in partnership with Kantar, which had initially estimated a 0.3% decline for the full year<\/span><span data-path-to-node=\"1,4\">.<\/span><\/p>\n<h3 data-path-to-node=\"2\">Market Transition Toward Broader Marketing Ecosystem<\/h3>\n<p id=\"p-rc_c37b2d47ff2fb559-672\" data-path-to-node=\"3\"><span data-path-to-node=\"3,0\">The latest nine-month expenditure data reveals that digital budgets are expanding beyond traditional media channels and diversifying into creator networks, e-commerce, content production, and artificial intelligence solutions<\/span><span data-path-to-node=\"3,2\">. While top-line expansion remains modest, advertising capital is restructuring toward integrated commercial value across multiple digital touchpoints rather than isolated channel buys<\/span><span data-path-to-node=\"3,4\">.<\/span><\/p>\n<p id=\"p-rc_c37b2d47ff2fb559-673\" data-path-to-node=\"4\"><span data-path-to-node=\"4,0\">Sorada Sonprasit, President of the Digital Advertising Association (Thailand), explained that the figures illustrate a fundamental evolution in how the industry creates commercial growth<\/span><span data-path-to-node=\"4,2\">. &#8220;Spending has not disappeared from digital; rather, it is moving toward an ecosystem that increasingly connects Media, Content, Creators, Commerce, Data and Technology in a more integrated way,&#8221; she noted, emphasizing that the strategic challenge lies in synchronizing creativity, data, and technology with consumer behavior to turn attention into business results<\/span><span data-path-to-node=\"4,4\">.<\/span><\/p>\n<h3 data-path-to-node=\"5\">Platform Dynamics and Sector Spending Disparities<\/h3>\n<p id=\"p-rc_c37b2d47ff2fb559-674\" data-path-to-node=\"6\"><span data-path-to-node=\"6,0\">Platform spending patterns show Meta retaining the top position with 25% market share, closely followed by TikTok at 24%, fueled by demand for social video and content-driven campaigns<\/span><span data-path-to-node=\"6,2\">. Double-digit gains were recorded across social channels, e-commerce environments, and native advertising placements<\/span><span data-path-to-node=\"6,4\">. Conversely, several legacy ad formats experienced sharp pullbacks, with YouTube projected to decline 15%, display formats dropping 24%, online video slipping 17%, and LINE falling 15%<\/span><span data-path-to-node=\"6,6\">.<\/span><\/p>\n<p id=\"p-rc_c37b2d47ff2fb559-675\" data-path-to-node=\"7\"><span data-path-to-node=\"7,0\">Industry-level investment was spearheaded by Skincare, Communications, Non-alcoholic Beverages, Daily Products, and Motor Vehicles<\/span><span data-path-to-node=\"7,2\">. Sub-categories in personal care and health saw marked growth, led by Medical &amp; Wellness at 58%, Hair Preparations at 39%, Oral Products at 31%, and Skincare Preparations at 19%<\/span><span data-path-to-node=\"7,4\">. In contrast, steep spending cuts occurred across Alcoholic Beverages (-53%), Petrol &amp; Gas Stations (-44%), Vitamins &amp; Supplements (-36%), Motor Vehicles (-21%), Banking (-20%), and Pharmaceutical Products (-11%)<\/span><span data-path-to-node=\"7,6\">.<\/span><\/p>\n<figure id=\"attachment_5393\" aria-describedby=\"caption-attachment-5393\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5393\" src=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/10\/DAAT_04.webp\" alt=\"DAAT Ad Spend 2026 Rebounds +0.3% Amid Marketing Shift\" width=\"750\" height=\"500\" srcset=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/10\/DAAT_04.webp 750w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/10\/DAAT_04-300x200.webp 300w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/10\/DAAT_04-660x440.webp 660w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/10\/DAAT_04-600x400.webp 600w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5393\" class=\"wp-caption-text\">DAAT Ad Spend 2026 Rebounds +0.3% Amid Marketing Shift<\/figcaption><\/figure>\n<h3 data-path-to-node=\"8\">Industry Dialogue and AI Partnership Launch<\/h3>\n<p id=\"p-rc_c37b2d47ff2fb559-676\" data-path-to-node=\"9\"><span data-path-to-node=\"9,0\">Market shifts were explored during the panel &#8220;Beyond the Spend: What\u2019s Next for Brands &amp; Advertising,&#8221; featuring insights from Kittichet Sathitnoppachai of AP (Thailand), Jidanant Tanpithaksidh of Unilever (Thailand), Rajsak Asawasupachai of Omnicom Media, and Kanon Vattanapayoongkul of i-dac Bangkok, moderated by Pacharee Permvongusawa of Publicis Media<\/span><span data-path-to-node=\"9,2\">. Panelists addressed how brand growth now hinges on holistic consumer engagement over standalone advertising spending<\/span><span data-path-to-node=\"9,4\">.<\/span><\/p>\n<p id=\"p-rc_c37b2d47ff2fb559-677\" data-path-to-node=\"10\"><span data-path-to-node=\"10,0\">A subsequent fireside session brought together Watasit Chindakawee, Data Transformation Lead at Google (Thailand) Co., Ltd., and Rin-On Vithespongse, Head of Agency at Facebook Thailand, moderated by Dr. Pratt Hetrakul of Bumrungrad International Hospital<\/span><span data-path-to-node=\"10,2\">. The session formally launched the &#8220;AI Thought Leadership Program,&#8221; an executive training alliance between DAAT, Google, Meta, and BytePlus designed to prepare senior leaders for operational AI adoption in marketing<\/span><span data-path-to-node=\"10,4\">.<\/span><\/p>\n<h3 data-path-to-node=\"11\">Strategic Priorities and Executive Program Details<\/h3>\n<p id=\"p-rc_c37b2d47ff2fb559-678\" data-path-to-node=\"12\"><span data-path-to-node=\"12,0\">Looking toward 2027, DAAT outlined four key strategic focal points for marketing professionals: shifting focus from media metrics to concrete business outcomes, turning raw data collection into actionable data intelligence, integrating AI throughout end-to-end workflows rather than isolated experimentation, and upskilling talent into cross-disciplinary operators<\/span><span data-path-to-node=\"12,2\">.<\/span><\/p>\n<p id=\"p-rc_c37b2d47ff2fb559-679\" data-path-to-node=\"13\"><span data-path-to-node=\"13,0\">The AI Thought Leadership Program is curated for Director- and C-level brand and agency executives, covering curriculum topics across AI for media and measurement (Google), AI for content, creators, and commerce (BytePlus), and AI for business growth (Meta)<\/span><span data-path-to-node=\"13,2\">. Under the direction of Course Director Dr. Pratt Hetrakul and Associate Course Directors Tryn Ninlakorn and Eakchai Parichatikanon, classes will run half-days on Tuesdays over five weeks starting January 12, 2027<\/span><span data-path-to-node=\"13,4\">. Enrollment is capped at 40 seats per cohort at THB 40,000 per participant, discounted to THB 28,000 for DAAT members, with inquiries managed via pr@daat.in.th or 097-231-4744<\/span><span data-path-to-node=\"13,6\">.<\/span><\/p>\n<p data-path-to-node=\"14\">#DAAT #DigitalAdvertising #DigitalMarketing #ThailandBusiness #AdSpend #MarketingTrends #AIinMarketing #Meta #TikTok #Google<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thailand\u2019s digital advertising market has avoided contraction to record a 0.3% increase in 2026, driven by a structural shift from basic media buying into an integrated digital marketing ecosystem, according to the latest market update released by the Digital Advertising&#8230; <\/p>\n","protected":false},"author":1,"featured_media":5392,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[716],"tags":[5975,5973,5974,5976,37],"class_list":["post-5389","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-report","tag-ad-spend-2026","tag-daat","tag-digital-advertising","tag-marketing-shift","tag-thailand"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DAAT Ad Spend 2026 Rebounds +0.3% Amid Marketing Shift<\/title>\n<meta name=\"description\" content=\"DAAT Ad Spend 2026 rebounds +0.3% as marketing shifts to an integrated digital ecosystem. 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