Advertising 2026: 87 Billion Baht Market, OOH Media Revival

Thansettakij•Economy•98d ago

Reader Briefing

Thailand's advertising market is projected to reach 87.26 billion baht in 2026, with OOH media experiencing a significant resurgence alongside integrated media strategies.

•The Thai advertising industry is expected to grow by 1.7% in 2026, reaching a total value of 87.26 billion baht.
•Out-of-Home (OOH) media is regaining strategic importance due to consumer trust concerns regarding fake news and AI content.
•The market will shift towards 'Truly Integrated Media,' emphasizing a strategic blend of channels for long-term brand building and sales.
•Key media sectors in 2026 will be Online (including Influencers), Broadcast TV, and OOH Media.

Overview

•The year 2026 is anticipated as a significant turning point for Thailand's economy, consumer purchasing power, and investment trends.
•The Thai economy is currently re-establishing itself following political fluctuations and parliamentary dissolution.
•The total advertising expenditure in the industry for 2026 is projected to reach 87,264 million baht, with a growth rate of 1.7%.
•Broadcast TV is estimated to have a market value of 29,149 million baht and OOH Media 17,918 million baht in 2026.
•Brands are increasingly adopting Integrated Media, where different channels function cohesively to support each other.
•OOH media is being favored due to consumer confidence issues with fake news and AI-generated content on social media, positioning physical media as a 'structure of credibility'.
•The market is expected to see a media mix of 45% Online, 30% Broadcast TV, and 25% OOH Media in 2026.
•The year 2026 is described as 'Rebalancing Growth,' emphasizing balanced expansion derived from 'Truly Integrated Media' rather than singular channel dominance.

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Key Quotes

Phawat Rewdejlertchai

""Out-of-Home (OOH) media is once again prominent due to consumer confidence, amid Fake News and AI-generated content, causing many to doubt social media information alone.""

"สื่อ Out-of-Home (OOH) กลับมามีบทบาทโดดเด่นอีกครั้งจากปัจจัยเรื่องความเชื่อมั่นของผู้บริโภค ท่ามกลางปัญหา Fake News และคอนเทนต์ที่สร้างด้วย AI ซึ่งทำให้ผู้คนจำนวนมากไม่มั่นใจต่อข้อมูลบนโซเชียลมีเดียเพียงอย่างเดียว"

MI GROUP

""OOH media is seen to significantly increase in importance for brand recall, image building, and bridging the real and digital worlds.""

"สื่อ OOH ถูกมองว่าจะเพิ่มความสำคัญอย่างมีนัยสำคัญ ทั้งในด้านการสร้างภาพจำ สร้างภาพลักษณ์ และเชื่อมพฤ<bos>กรรมโลกจริงกับโลกดิจิทัล"

MI GROUP

""2026 will be a period of 'Rebalancing Growth' or growth on a new equilibrium. Expansion will not come from a single medium but from 'Truly Integrated Media'.""

"ปี 2026 จะเป็นช่วง 'Rebalancing Growth' หรือการเติบโตบนความสมดุลใหม่ การขยายตัวจะไม่ได้มาจากสื่อใดสื่อหนึ่ง แต่เกิดจาก 'Truly Integrated Media'"

Key Entities

Person

Phawat Rewdejlertchai(นายภวัต เรืองเดชวรชัย)

President of the Media Agency and Media Industry Association of Thailand (MAAT), providing insights on the 2026 advertising market.

Organization

Media Agency and Media Industry Association of Thailand (MAAT)(สมาคมมีเดียเอเยนซี่และธุรกิจสื่อแห่งประเทศไทย (MAAT))

Organization representing media agencies and the media industry in Thailand.

MI GROUP

An entity that provided assessments and projections for Thailand's advertising market in 2026.