DAAT Forecasts 0.3% Digital Ad Growth in 2026

MGR Online•Economy•19d ago

Reader Briefing

DAAT updated the 2026 digital advertising expenditure forecast from a 0.3% contraction to 0.3% growth.

•DAAT and KANTAR initially predicted a -0.3% contraction for the Thai digital advertising market.
•Updated October data shows a projected growth of 0.3% for the year 2026.
•Meta holds the highest spending share at 25%, followed by TikTok at 24%.
•AI tool adoption among industry personnel was found to be 92% at the beginning of the year.

•The digital advertising market for 2026 is now forecasted to grow by 0.3%, shifting from an initial prediction of a 0.3% contraction by DAAT and KANTAR.
•Meta maintains the highest digital ad spending share at 25%, while TikTok follows at 24%.
•Spending decreases are projected for YouTube (15%), Display (24%), Online Video (17%), and LINE (15%).
•Growth in specific sectors includes medical and health (58%), hair care (39%), oral care (31%), and skin care (19%).
•Spending declines are noted in alcoholic beverages (53%), gas stations (44%), vitamins and supplements (36%), automotive (21%), banks (20%), and pharmaceutical products (11%).
•Sorada Sornprasit stated that the numbers reflect a shift in growth patterns toward an ecosystem connecting media, content, creators, commerce, data, and technology.
•92% of industry stakeholders utilized AI tools at the start of the year to reduce production costs and increase creative output.
•DAAT views competition in 2027 as focusing on the ability to create consumer attention and trust rather than just platform spending shares.

Full article content is available on the original source.

The Digital Advertising Association (Thailand) that provides expenditure forecasts for the digital advertising market.

KANTAR

An organization that partnered with DAAT to evaluate trends in the Thai digital advertising market.

Sorada Sornprasit(โศรดา ศรประสิทธิ์)

The President of the Digital Advertising Association (Thailand).