- The Digital X
- Jul 7
- 7 min read
Updated: Jul 10
Thailand, one of Southeast Asia’s fastest-growing economies, has become an increasingly popular destination for offshore expansion among Japanese companies.
However, succeeding in the Thai market starts with one critical factor — building brand awareness. Without visibility, your product or service won’t gain traction, no matter how competitive it is.
In this article, The Digital X — experts in global digital marketing — breaks down the latest advertising trends and essential strategies for promoting your business effectively in Thailand.
Foundational Data for Building an Effective Advertising Strategy in Thailand
Before launching your marketing efforts in Thailand, it’s essential to understand the demographic and media landscape that shapes consumer behavior and advertising effectiveness.
Population & Urbanization
Thailand has a population of approximately 70 million. While population growth has plateaued, the average age is around 40—higher than many Southeast Asian nations — indicating the country is on the cusp of an aging society.
In contrast to Japan, where the average age exceeds 50, Thailand still has untapped economic growth potential. About 50% of the population resides in urban areas, which is less concentrated than Japan, making regional income disparities a growing social issue. For this reason, advertising efforts are most effective when targeting middle- and upper-income groups in urban centers and surrounding regions.
Language, Religion & Cultural Traits
Thailand’s population is primarily ethnic Thai, with smaller groups of Malay and Chinese descent — unlike many neighboring countries, which are more ethnically diverse.
Thai is the dominant language, and Buddhism is the major religion. While having a single dominant language simplifies marketing message localization, the relatively low English proficiency poses challenges for non-Thai speakers. For effective communication, campaigns should prioritize high-quality Thai language content.
Advertising Market Trends
Thailand’s advertising market saw a temporary dip during the COVID-19 pandemic but has since recovered with steady year-on-year growth.
Television and video ads still account for nearly 50% of total ad spend, but growth has plateaued. In contrast, search advertising and influencer marketing are experiencing significant momentum. This signals strong potential for digital marketing strategies, particularly for businesses targeting mobile-first or younger audiences.
Indeed, as shown in the graph above, the social media marketing market in Thailand is steadily expanding and is projected to reach approximately USD 100 million by around 2030.
Offline Advertising Strategies in Thailand
In Thailand, advertising strategies can broadly be categorized into offline and online approaches. This section focuses on effective offline advertising methods tailored to the local market.
Outdoor Advertising in Thailand
Thailand’s population is dispersed across both urban and rural areas due to relatively low population density. However, the country faces significant income inequality, which means that outdoor advertising in rural regions may not be as effective. To maximize ROI, it’s recommended to focus outdoor ad placements in affluent and high-traffic urban zones, particularly in Bangkok.
Here are key locations in Bangkok ideal for outdoor advertising:
Location | Key Characteristics |
|---|---|
Siam Square | Popular with youth and tourists |
Asok | Business district with luxury residential areas |
Sukhumvit Road | One of Bangkok's main thoroughfares |
Silom Road | Financial district |
Sathorn Road | Known for high-end hotels and foreign embassies |
Along the Cha Phraya River | Major tourist destination |
These areas allow you to effectively target middle- and upper-income consumers, tourists, and professionals — audiences most receptive to brand messaging and premium product offerings.
Event-Based Advertising in Thailand
Leveraging national events for advertising is a time-tested and effective strategy in Thailand. Two of the most culturally significant and widely celebrated holidays — Songkran and Loy Krathong — offer excellent promotional opportunities.
Songkran (Thai New Year, April):
This nationwide holiday marks the traditional Thai New Year. Similar to Japan’s Oshogatsu, it is a time for family reunions, homecomings, and gift-giving. Consumer activity spikes during this period, making it an ideal window for launching promotions or campaigns targeting both locals and tourists.
Loy Krathong (October or November):
Known as the “Festival of Lights,” Loy Krathong is a spiritual event where people float small decorated baskets (“krathongs”) on rivers to express gratitude and wash away bad luck. It shares the sentimentality of Japan’s Tanabata or Setsubun, and presents a great opportunity for emotionally resonant, culturally sensitive campaigns.
Aligning your advertising with these culturally important events not only enhances engagement but also positions your brand as culturally aware and locally relevant.
Online Advertising Strategies in Thailand
As digital marketing continues to expand in Thailand, online channels—particularly search engine advertising and social media marketing—are becoming essential tools for effective brand promotion.
Web Advertising & SEO
Search Engine Market Share in Thailand:
Search Engine | Usage Share |
|---|---|
95.16% | |
Bing | 1.12% |
Yahoo | 0.38% |
DuckDuckGo | 0.04% |
Baidu | 0.02% |
Google dominates the Thai search landscape, mirroring the situation in Japan. As a result, optimizing for Google — whether through SEO or paid search (PPC) — is critical for online visibility.
To succeed:
Develop a localized Thai-language website.
Produce high-quality content or landing pages (LPs) tailored to Thai search behaviors.
Collaborate with native Thai marketers or writers, as Thai-language AI translation tools are less accurate than those for English.
Whether you focus on SEO for long-term traffic or listing ads for immediate reach, a robust content foundation is essential for either strategy.
Social Media Advertising
Popular Social Media Platforms in Thailand:
Platform | Usgae Rate |
|---|---|
68.3% | |
TikTok | 70.2% |
YouTube | 61.5% |
Facebook Messenger | 49.5% |
26.1% |
Source: DataReportal Thailand 2024
While TikTok leads in engagement, Facebook remains the core platform for both community-building and paid advertising in Thailand. YouTube and Instagram also show strong usage, making omnichannel strategies highly viable.
In addition to traditional paid social ads, influencer marketing — especially micro-influencers — has proven highly effective. These influencers, who dominate niche markets, offer higher engagement rates and better ROI, making them ideal for localized campaigns with cultural relevance.
In short, to win in Thailand’s online ad space:
Prioritize Google for search marketing.
Build native-language content.
Leverage local influencers on high-traffic platforms like TikTok and Facebook.
Successful Advertising Case Studies in Thailand
Let’s explore real-world examples of advertising campaigns that achieved measurable success in the Thai market. These case studies highlight how brands effectively leveraged local culture, platforms, and user behavior to build awareness and drive engagement.
Leveraging Micro-Influencers in Thailand
The U.S.-based cosmetics brand Bobbi Brown successfully increased brand awareness in Thailand by collaborating with local micro-influencers on Instagram and YouTube.
These platforms were ideal for promoting cosmetics — Instagram enabled high-impact visual storytelling through images, while YouTube allowed for detailed product demonstrations via video.
What made the campaign especially effective was the strategic use of Thai micro-influencers who resonated with local audiences in terms of:
By aligning with influencers who shared these characteristics with the target market, Bobbi Brown was able to build authentic engagement and strong brand affinity.
Takeaway: For industries like beauty and fashion, partnering with local micro-influencers who embody the preferences and appearance of the local market can significantly enhance campaign performance.
Leveraging Japan’s Positive Image in Thailand
One of the most notable examples of leveraging pro-Japanese sentiment in Thailand is the success of BNK48 — a Thai sister group of Japan’s iconic idol group AKB48. While the talent and charm of the members have certainly contributed to their popularity, their branding as a “Japanese-origin idol group” has played a crucial role in appealing to Thai audiences, who hold a strong cultural affinity for Japan.
Another powerful case is Grab, Southeast Asia’s leading super app, widely recognized across Thailand. Grab offers a range of daily life services — from GrabPay to GrabFood — and chose BNK48 as brand ambassadors. By associating with a Japanese-rooted idol group, Grab was able to build brand awareness and foster a deeper emotional connection with Thai consumers.
Given Thailand’s long-standing admiration for Japanese culture, incorporating Japanese elements into advertising strategies can serve as a powerful differentiator. Businesses entering the Thai market should consider leveraging this cultural connection to create more resonant, localized campaigns.
Frequently Asked Questions (FAQ)
At The Digital X, we provide marketing support across Southeast Asia, including Thailand. Below are some of the most common questions we receive regarding advertising strategies in the Thai market:
Which social media platforms are most effective for marketing in Thailand?
To understand the latest trends and platform usage, refer to our article:
2024 Social Media Landscape in Thailand: Key Platforms and Marketing Strategies
How should I approach influencer or KOL marketing in Thailand?
Our detailed guide covers how to effectively work with local influencers and key opinion leaders (KOLs):
How to Boost Brand Awareness in Thailand with KOL & Influencer Marketing
What are the current digital marketing trends in Thailand?
To stay ahead of the competition, it’s crucial to understand emerging trends in Thailand’s digital space. Explore our latest analysis:
2024 Digital Marketing Trends in Thailand: Data-Driven Insights
What are the winning strategies for SEO and web marketing in Thailand?
Learn how to optimize your SEO and web presence specifically for the Thai market in our full breakdown:
Looking to Advertise in Thailand? Partner with The Digital X
Thailand is one of the most attractive offshore markets in Southeast Asia — an ideal location to launch your next business initiative.
At The Digital X, we specialize in full-funnel advertising solutions tailored for the Thai market. From strategic planning to execution, our global digital marketing experts deliver end-to-end support that aligns with your goals.
Whether you’re looking to build brand awareness, generate leads, or localize your messaging for Thai consumers, we’re here to help.
Download our company catalog or reach out via our contact form to start the conversation.
