Methodology. Disciplines Agencies have provided spending data on the following 11 digital advertising disciplines:

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2 Methodology The data in this report and previous reports is collected directly from advertising and media agencies through a anonymous process to ensure confidentiality to client s information. The information they submit is based on their internal records of advertising spending. TNS Thailand, international market research firm operating in more than 80 countries and is part of the WWP group, helps conducting the survey for 2 consecutive years. To improve the accuracy, before submitting the data, participated agencies are given the insightful workshop to set the same understanding about the media type, industry sector include in the report as well as how to use the specially designed online survey program. Disciplines Agencies have provided spending data on the following 11 digital advertising disciplines: Search Display Online Video YouTube Ad Facebook Ad Instagram Ad Twitter Ad SEO/SEM/Mobile Search All types of website banners including direct, ad network & programmatic buying non YouTube Video Ad, non Facebook Video Ad All ads on YouTube All ads on Facebook All ads on Instagram All ads on Twitter TNS Thailand has collected and processed data from 23 agencies, and aggregated the data to reflect total level. The data is split by type of digital advertising and by industry sector of the advertised brand. The agencies provided their data in an online survey. LINE Social Creative Others Sticker/Official Account/Official Home Page Management/ Blogger/ Seeding/ Influencer/ Tie-In e.g. VRZO including other social platforms e.g. Twitter Online Video Production / Web Banner & App Production / Social Media Platform Management E.g. sponsorship

3 Workshop TNS welcomed participated agencies at its office on 15F, Rajanakarn Building on January 15 th, 2016.

4 Methodology Industry sectors Agencies have provided data split by the following industry sectors of the advertised brands. Group Finance & banking Tech & electronic Food & Beverage Shops Education Category Banks Insurance Credit/Debit Cards Other Finance Audio/Visual Electrical Products Computers Communications Other Electrical Products (Non Audio/Visual) Alcoholic Beverages Non Alcoholic Beverages Seasoning Products Snack Foods Sundries Dairy Products & Dairy Substitute Prod. Bakery & Chocolate/Wafers/Biscuits Dietary Products Vitamins & Supplementary Foods Foodstuffs Food Outlets & Restaurants Retail Shops/Stores Educational Institutions Personal care Household care Automotive Housing Pharmaceuticals Pet products Other Cosmetics / Skin-care preparations Personal Accessories Toiletries Hair Preparations Oral Products Clothing & Underwear Footwear Household Cleaners Household Equipment & Furnishings Household Insecticides & Pesticides Motor Vehicle Accessories Motor Vehicle Dealers & Rentals Motor Vehicles Motorcycles & Bicycles Oil & Lubricants Petrol Tyre Real Estate House Ads Pharmaceuticals Pet Foods & Pet Products Photographic Products Office/Business Equipment Transportation Travel & Tours Multi Sections Advertising Media & Marketing CD/DVD (Musical & Film Products) Leisure Agricultural Products Building Material & Machinery Classified Government & Community Announcement Websites

5 Agencies The audit was conducted in January Digital advertising spending data was submitted by 23 agencies. List of agencies 1 Adapter Digital Co., Ltd 2 ARC Worldwide 3 Brilliant & Million Co., Ltd. 4 Carat (Thailand) 5 Dentsu Young & Rubicam 6 Dentsu Digital Groove 8 Egg Digital 9 Ewit Co., Ltd 10 Flexmedia iprospect Co.,Ltd 11 Grey (Thailand) 12 IPG Mediabrands 13 J. Walter Thompson Bangkok Group 14 Lowe 15 McCann Worldgroup 16 MCFIVA (Thailand) Co., Ltd 17 minteraction Co., Ltd 18 Omnicom Media Group 19 Rabbit s Tale Co., Ltd 20 Starcom MediaVest Group 21 Syndacast Co., Ltd 22 Thaiconnexion 23 Zenith Optimedia Co., Ltd Remark: Reported numbers are based on reported spending data of a sample of 23 agencies. DAAT estimates that the sample of agencies represents 80% of spending in the market. The numbers presented on this page are upgraded proportionally to reflect 100% of the market.

6 Total Spending Spending in Million Baht

7 2015 Spending by Industry

8 FC 2016 Top Spending by Industry Spending in Million Baht

9 Top Industries Spending - Overview Spending in Million Baht

10 2015 Fastest Growing Industries Spending in Million Baht

11 FC 2016 Fastest Growing Industries Spending in Million Baht

12 2015 Top Disciplines Spending in Million Baht 1,742 1,717 1,907 1,659 1,

13 Agency outlook Agencies are taking on a variety of tasks themselves that were previously outsourced. Social listening has been valued the most by agencies. This is due to the growth in digital content consumption. Social listening tool will play important role in helping agencies and advertisers to understand consumers thought and their interaction toward brand/business. What digital services, if any, did you expand in the past year & plan to expand in the year 2016 that were previously handled by your external partners? Social listening 61% 56% Content creation and video production 52% 61% Analytics 30% 56% SEO 26% 28% Online Customer Satisfaction Survey 11% 22% Everything 17% 17% Marketing 13% 22% 2016 SEM 9% 28% 2015

14 Agency outlook Brand awareness ranks as top objective for digital advertising, comparing to last year when engagement came in number one. Sales related objectives are higher in the priority. This has been changed because digital media can provide specific targeting with the ability to track and drive conversion. Which of the following best describes most of your clients objectives for digital ad spend in 2016? Brand awareness 74% 78% Sales 65% 61% E-commerce channel 39% 52% Engagement 48% 94% CRM 17% 22% PR 17% 33% 2016 Others 0% 6% 2015

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