Summary · why it matters
The Digital Advertising Association (Thailand), or DAAT, together with Kantar Thailand, forecast that Thai digital advertising spending in 2026 will reach 32.339 billion baht, a gain of 0.3%, the slowest growth rate in 14 years. First-half actual spending came to 16.573 billion baht, with 15.766 billion baht expected in the second half. Sroda Sornprasit, president of DAAT, said at a press conference on 2 October 2026 that the industry should not be viewed through spending figures alone, but that it is important to understand how the numbers reflect changes in business, the market, and consumer behaviour. Nongnuch Puangpong of Kantar Thailand noted that the market remains under pressure from political uncertainty and the oil supply situation. Skincare held the top spot for advertising spending for a fourth year, with a 20% share of the total market, or 6.339 billion baht, up 19% from a year earlier, well ahead of communications, non-alcoholic beverages, dairy products, and automotive, each of which accounted for roughly 2 billion baht. On platforms, Meta held the largest share at 25%, or 8.157 billion baht, followed by TikTok, which moved into a close second with a 24% share, or 7.779 billion baht, and YouTube with 10%, or 3.18 billion baht. E-commerce platforms increased their digital advertising spending by 27% in 2025 and are expected to grow another 28% this year. Meanwhile, 92% of people in the industry are already using AI tools, and the biggest challenge for digital marketers in 2026 is brands producing their own digital advertising in-house, cited by 59%, followed by a shortage of specialised digital advertising personnel at 56% and coping with new technology at 56%.
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