2010年度、タイのインターネット広告ビジネスは20%程度の伸び率を維持し、20億バーツ程度に成長。
そして、その後の数年間は20%~30%の伸び率を維持すると考えられておりました。
しかし実際は、2013年に年間53%という驚異的な伸び率を達成。
2014年にも38%という高水準の成長を見せ、市場は42億バーツまで成長を遂げました。
タイにおけるインターネット広告ビジネスにおける広告主は「Sanook.com」や「MSN.co.th」や「Manager.co.th」のような有名なタイ広告サイトが60%と多く、次に多いのが「Google online ad」の30%、そして「Facebook」の10%です。
今後は爆発的なユーザ数の増加を背景に、タイでの広告でも「Facebook」を利用した広告数が増えることが予想されます。
また現在のところ、広告主として日本でいうブロガーの様な存在がタイでは少ないため、アフィリエイト広告のビジネスモデルも成長しておりません。
この分野は、今後に進出するIT系日系企業にとってタイでのビジネスチャンスになるのではないかと考えられています。
インターネット広告ビジネスの統計データ
Types of online shopping | Percentage |
---|---|
music download sites | 53% |
clothing and accessories | 50% |
Cinemas | 49% |
supermarkets | 43% |
sites selling books, CDs and DVDs | 41% |
Products or services | ercentage |
---|---|
clothing and accessories (for women) | 47% |
CDs, DVDs and VCDs | 30% |
Cosmetics | 39% |
personal care and beauty products | 29% |
airline tickets | 24% |
Time Spent on internet | (‘000) | % of internet Users |
---|---|---|
30 MINUTES OR LESS | 1,469 | 14.93% |
31-60 MINUTES | 2,785 | 28.30% |
1-2 HOURS | 2,290 | 23.27% |
2-3 HOURS | 1,904 | 19.35% |
3-4 HOURS | 265 | 2.69% |
4-5 HOURS | 606 | 6.16% |
5-6 HOURS | 116 | 1.18% |
6-7 HOURS | 102 | 1.04% |
7 HOURS OR MORE | 303 | 3.08% |
Activity | (‘000) | % of internet Users |
---|---|---|
ELECTRONIC MAIL | 7,746 | 78.72% |
INTERNET TELEPHONE | 92 | 0.93% |
DOWNLOAD SOFTWARE/FILES | 2,193 | 22.29% |
PRODUCT INFO | 1,456 | 14.80% |
Company INFO | 990 | 10.06% |
PURCHASE PRODUCT | 173 | 1.76% |
PERFORM FINANCIAL | 167 | 1.70% |
INTERNATIONAL NEWS | 1,252 | 12.72% |
LOCAL NEWS | 1,970 | 20.02% |
READ ELECTRONIC NEWSPAPER | 1,713 | 17.41% |
READ ELECTRONIC MAGAZINE | 805 | 8.18% |
LISTEN TO MUSIC | 3,595 | 36.53% |
WATCH MOVIE/TV PROGRAM | 1121 | 11.39% |
Play GAMES | 3,022 | 30.71% |
NEWS GROUP/BULLETIN BOARDS | 129 | 1.31% |
INTERNET Relay CHAT IRC | 542 | 5.51 |
JOB HUNTING | 816 | 8.29 |
VIDEO CONFERENCE | 100 | 1.02 |
EDUCATION SERVICES | 3,311 | 33.65 |
CLASSIFIED ADS | 357 | 3.63 |
AUCTIONS | 92 | 0.93 |
SMS | 454 | 4.61 |
TV ON DEMAND:DRAMA | 671 | 6.82 |
TV ON DEMAND:MUSIC | 405 | 4.12 |
FOR CHAT (MSN/yahoo! Skype) | 2,005 | 20.38 |
OTHERS | 7 | 0.07 |
Media Channel | % Who trust the channel completely |
---|---|
Recommendation from friends and family | 49% |
Independent reviews in publications | 27% |
MANUFACTURERS/BRAND WEBSITES | 39% |
CONSUMER OPINION IN BLOGS | 19% |
TV ADS | 32% |
NEWSPAPER ADS | 22% |
ADS THAT APPEAR ON SEARCH ENGINES | 24% |
BANNER ADS ON WEBSITES | 16% |
ADS IN VIRTUAL WORLDS | 12% |
ADS IN VIDEO GAMES | 9% |
ADS VIA MOBILE SMS | 9% |
Rank | Brand |
---|---|
1 | SAMSUNG |
2 | 7-ELEVEN |
3 | NOKIA |
4 | Sony |
5 | CANON |
6 | HONDA |
7 | PEPSI |
8 | McDonald’s |
9 | Toyota |
10 | KFC |
IMP. with interactions rate |
Interaction rate |
Dwell rate |
User average Dwell time (sec) |
CTR (Rich Media) |
CTR (Standard Media) |
|
---|---|---|---|---|---|---|
APPAREL | 17.20% | 45.30% | 14.40% | 30.2 | 0.44% | – |
AUTO | 14.00% | 33.20% | 12.30% | 35.7 | 0.54% | – |
Packaged Goods | 11.10% | 23.60% | 11.50% | 51.9 | 0.41% | – |
CORPORATE | 15.50% | 27.60% | 18.70% | 70.1 | 0.83% | – |
ELECTRONICS | 10.60% | 18.10% | 9.60% | 58.6 | 0.26% | – |
FINANCIAL | 6.00% | 13.50% | 11.30% | 23.5 | 0.55% | 0.32% |
Health / Beauty | 11.30% | 26.00% | 10.60% | 33.2 | 0.40% | – |
RETAIL | 10.80% | 22.70% | 8.70% | 26.3 | 0.24% | – |
SERVICES | 11.20% | 24.40% | 10.40% | 47.4 | 1.14% | – |
Tech / Internet | 8.10% | 13.80% | 13.40% | 27.1 | 0.56% | 0.27% |
TELECOM | 13.70% | 31.40% | 12.50% | 42.3 | 0.64% | – |
TRAVEL | 7.80% | 14.20% | 6.80% | 36.7 | 0.25% | – |
AVG. Video Duration (sec) | Started Rate | 50% Played Rate | Fully Played Rate | |
---|---|---|---|---|
APPAREL | 20 | 9.00% | 7.30% | 4.20% |
AUTO | 9 | 9.70% | 17.10% | 10.20% |
Packaged Goods | 19.8 | 10.20% | 51.30% | 34.80% |
CORPORATE | – | – | – | – |
ELECTRONICS | 106.8 | 1.10% | 88.50% | 76.60% |
FINANCIAL | 23.8 | 52.50% | 75.70% | 62.80% |
Health / Beauty | – | – | – | – |
RETAIL | – | – | – | – |
SERVICES | 31 | 1.70% | 20.60% | 11.50% |
Tech / Internet | – | – | – | – |
TELECOM | 11 | 6.40% | 15.60% | 8.20% |
TRAVEL | – | – | – | – |