daatreport2012 2013
TRANSCRIPT
2012 and 2013 Digital Ad Spend
OUR METHODOLOGY
AGENCY LOG -‐ 20 Digital Agencies -‐ Submit numbers anonymously
20 Digital Agencies
Adapter Digital MRM OgilvyOne Worldwide Click2biz Flexmedia Newmediaplus CJ WORX Adways labs Isobar Omnicom Media Group Jwt Connect Thaiconnexion MCFIVA Starcom Mediavest Winter Egency iProspect Thailand mInteracSon Zenith OpSmedia Ewit Digital 360 InnovaSve
56 INDUSTRIES AGRICULTURAL PRODUCTS
CLASSIFIED DIETARY PRODUCTS
GOVERNMENT & COMMUNITY ANNOUNCEMENT
LEISURE NON ALCOHOLIC BEVERAGES
PHARMACEUTICALS
SUNDRIES
ALCOHOLIC BEVERAGES
CLOTHING & UNDERWEARS
EDUCATIONAL INSTITUTIONS
HAIR PREPARATIONS
MEDIA & MARKETING
OFFICE/BUSINESS EQUIPMENT
PHOTOGRAPHIC PRODUCTS
TOILETRIES
AUDIO/VISUAL ELECTRICAL PRODUCTS
COMMUNICATIONS
ELECTRICAL PRODUCTS(NON AUDIO/VISUAL)
HOUSE ADS. MOTOR VEHICLE ACCESSORIES
OIL & LUBRICANTS
REAL ESTATE TRANSPORTATION
BAKERY&CHOCOLATE/WAFERS/BISCUITS
COMPUTERS FINANCE HOUSEHOLD CLEANERS
MOTOR VEHICLE DEALERS & RENTALS
ORAL PRODUCTS
RETAIL SHOPS/STORES
TRAVEL & TOURS
BANKS
COSMETICS FOOD OUTLETS & RESTAURANTS
HOUSEHOLD EQUIPMENT&FURNISHINGS
MOTOR VEHICLES
PERSONAL ACCESSORIES
SEASONING PRODUCTS
TYRES
BUILDING MATERIAL & MACHINERY
CREDIT/DEBIT CARDS
FOODSTUFFS HOUSEHOLD INSECTICIDES & PESTICIDES
MOTORCYCLES & BICYCLES
PET FOODS & PET PRODUCTS
SKIN-‐CARE PREPARATIONS
VITAMINS & SUPPLEMENTARY FOODS
CD/DVD (MUSICAL & FILM PRODUCTS)
DAIRY PRODUCTS & DAIRY SUBSTITUTE PROD.
FOOTWEARS INSURANCE MULTI SECTIONS ADVERTISING
PETROL SNACK FOODS WEBSITES
6 DISCIPLINES
• DISPLAY Banner ad / Banner in game / FB ad
• SEARCH SEO / SEM / mobile search
• SOCIAL Page management / Blogger / Seeding / Influencer
• CREATIVE Web / ProducEon for social and digital OOH / FB App
• MOBILE Mobile ad / Mobile app / SMS
• OTHERS Including sponsorships
GROWING RAPIDLY
0
500
1000
1500
2000
2500
3000
3500
4000
Y 2011 Y 2012
Y 2013
2,005
2,783
3,733
Million TH
B 2011 – 2013 Digital Spending
34.12% growth
38.84% growth
TINY COMPARED TO TOTAL ADEX
Digital Offline
1.92% 2.34 %
2011 2012
2012 SPENDING BY INDUSTRY
14.93%
7.20%
7.14%
5.66%
5.65%
5.55% 5.23% 5.01% 3.70%
3.46% 3.36%
3.16% 3.03% 2.03% 2.02%
22.87% SKIN-‐CARE PREPARATIONS 200 Million THB
REAL ESTATE
BANKS COSMETICS
TOILETRIES
PETROL
ELECTRICAL PRODUCTS (NON AUDIO/VISUAL)
NON ALCOHOLIC BEVERAGES AUDIO/VISUAL ELECTRICAL PRODUCTS
HAIR PREPARATIONS
FOOD OUTLETS & RESTAURANTS
MOTOR VEHICLES 198 Million THB
ORAL PRODUCTS
Others
ALCOHOLIC BEVERAGES
COMMUNICATIONS 415 Million THB
2012
Top 15 Digital AD Spending By Industry YEAR 2012 (Million THB) Category Digital AD Y2012
(Million THB) Digital VS Total %
COMMUNICATIONS 415 6.85% SKIN-‐CARE PREPARATIONS 200 2.76% MOTOR VEHICLES 198 2.45% REAL ESTATE 157 5.41% NON ALCOHOLIC BEVERAGES 157 1.91% BANKS 154 4.33% ALCOHOLIC BEVERAGES 145 12.21% COSMETICS 139 11.66% TOILETRIES 102 2.96% HAIR PREPARATIONS 96 2.58% AUDIO/VISUAL ELECTRICAL PRODUCTS 93 18.72% ELECTRICAL PRODUCTS(NON AUDIO/VISUAL) 87 6.03% ORAL PRODUCTS 84 4.44% FOOD OUTLETS & RESTAURANTS 56 2.49% PETROL 56 3.82%
Top 15 Total AD Spending By Industry YEAR 2012 (Million THB) Category Total AD Y2012
(Million THB) Digital VS Total %
NON ALCOHOLIC BEVERAGES 8,223 1.91% MOTOR VEHICLES 8,114 2.45% SKIN-‐CARE PREPARATIONS 7,271 2.76% GOVERNMENT & COMMUNITY ANNOUNCEMENT 7,027 0.05% COMMUNICATIONS 6,069 6.85% LEISURE 4,725 0.16% RETAIL SHOPS/STORES 4,301 0.84% DAIRY PRODUCTS & DAIRY SUBSTITUTE PROD. 4,216 0.76% HAIR PREPARATIONS 3,742 2.58% BANKS 3,569 4.33% TOILETRIES 3,480 2.96% CLASSIFIED 3,451 0.00% FOODSTUFFS 3,390 0.80% VITAMINS & SUPPLEMENTARY FOODS 3,237 1.28% HOUSEHOLD CLEANERS 2.56 1.77
2013 SPENDING BY INDUSTRY
10.18%
7.41%
7.10%
5.68%
5.04%
4.89% 4.52%
4.36% 3.93%
3.82%
3.76% 3.14%
2.63% 2.21% 1.78%
29.54%
SKIN-‐CARE PREPARATIONS
REAL ESTATE
BANKS
COSMETICS
TOILETRIES
COMPUTER
ELECTRICAL PRODUCTS (NON AUDIO/VISUAL)
NON ALCOHOLIC BEVERAGES
AUDIO/VISUAL ELECTRICAL PRODUCTS
HAIR PREPARATIONS
FOOD OUTLETS & RESTAURANTS
MOTOR VEHICLES
ORAL PRODUCTS
Others
ALCOHOLIC BEVERAGES
COMMUNICATIONS
2013
2013 Trends by Industry
Growth By Volume • MOTOR VEHICLES (78 million THB) • SKIN-‐CARE PREPARATIONS (64 million THB) • NON ALCOHOLIC
BEVERAGES (54 million THB)
Growth By % • FOODSTUFFS (86%) • PHARMACEUTICALS (74%) • COMPUTERS (71%)!
0
10
20
30
40
50
60
70
80
90
100
Y2011 Y2012 Y2013 2011 – 2013 % SPENDING BY DISCIPLINE!
Others
Mobile MarkeEng
CreaEve ProducEon
Social Media
Search
Display
2011 – 2013 % SPENDING BY DISCIPLINE���
2011 – 2013 SPENDING BY DISCIPLINE Discipline %2011 %2012 %2013
Display 55.61% 48.07% 45.87%
Search 11.28% 14.71% 16.22%
Social Media 6.58% 10.33% 12.86%
CreaSve ProducSon 24.25% 25.47% 23.45%
Mobile MarkeSng 0.92% 0.76% 1.29%
All others / Sponsorship 1.35% 0.66% 0.30%
Search
Social
2012-‐2013 RISING STARS