DoubleVerify Study Highlights Thailand’s High Ad Attention and Video Viewability, but Challenges Persist for Advertisers in the Digital Landscape

BANGKOK – April 30, 2025 –  DoubleVerify (“DV”) (NYSE: DV), the leading software platform for digital media measurement, data, and analytics, today released insights examining Thailand’s digital advertising landscape. The findings shed light on the evolving behaviors of Thai consumers, the importance of quality media in advertising, and the ongoing challenges that advertisers face in navigating the digital space.

Digital content consumption is on the rise in Thailand. With high engagement on digital platforms, Thai consumers are demonstrating significant responsiveness to online ads, especially in video content.

• Growing Streaming Enthusiasm: 84% of Thai respondents expect to either maintain or increase their streaming consumption in the next 12 months. This corresponds with DV’s data on Thailand’s high video viewability rate of 87%, which significantly outperforms the Southeast Asia (SEA) average of 78%. 
• An Engaged Audience: 76% of Thai consumers are open to watching ad-supported video content on streaming platforms. They are also paying attention to ads as the country leads in high ad attention with an Attention Index score of 168, well above the global benchmark of 100. 
• Increased Research Before Purchases: 79% of Thai respondents spend more time researching major purchases now than before the pandemic, highlighting a growing focus on informed purchasing decisions.

How advertisers can optimize ad performance. For advertisers, understanding consumer behaviors and media trends is essential for optimizing ad performance. The digital landscape in Thailand presents a dynamic opportunity for brands, but findings also highlight the complexities advertisers must navigate to ensure they maintain brand integrity and effectiveness:

• Consumers Value Brands that Resonate: 68% of Thai respondents agree that they would question a brand’s quality, reputation, and values if they saw it advertised next to misleading or false information. On the other hand, 78% agree that companies that are genuine and authentic would appeal to them, while 79% are more likely to pay attention to an ad if it is relevant to the content they are looking at.
  

• Evolving News Heightens Brand Suitability Risks: Advertisers must contend with evolving news cycles that cause sudden spikes in brand suitability violations, risking consumer perceptions of their brands. For example, news on the recent Myanmar-Thailand earthquake saw violations increase up to 10x, with the highest increase observed in the category of Natural Disasters and Death & Injury-related content. These violation rates call for concern, as Thai consumers have indicated that such content would be the least suitable for advertisers to place ads against.  
• Fraud and Media Quality: 92% of Thai workers use AI in the workplace, higher than the global average of 78%, transforming digital campaign management. However, AI also presents challenges, particularly in fraud and media quality. Sixty percent of Asia Pacific marketers believe AI negatively impacts media quality, and 55% worry about increasing fraud sophistication. Thailand has the highest likelihood of fraud from adware/malware due to hijacked devices, with 2.4x higher violations than other countries.

The Role of AI in Advertising Transformation

AI has become a cornerstone of modern advertising strategies in Thailand, empowering advertisers to manage digital content’s growing scale and complexity. DoubleVerify offers a comprehensive suite of AI-powered solutions to optimize digital strategies and protect brand suitability in an increasingly dynamic landscape.

DV’s advanced content classification technology ensures that ads appear in brand-suitable environments through accurate page-level analysis, enabling advertisers to scale campaigns while maintaining brand integrity confidently. In the fight against digital ad fraud, DV’s robust prevention tools allow brands to proactively detect, investigate, and mitigate fraudulent activity, safeguarding media investments and enhancing overall media quality. 

DV’s predictive AI capabilities also automate time-consuming optimization tasks, helping advertisers drive stronger media efficiency, maximize return on investment (ROI), and boost campaign performance.

The insights from DoubleVerify highlight both the opportunities and challenges advertisers face in Thailand’s evolving digital landscape. As consumer expectations rise and media risks become more complex, the need for transparency, relevance, and quality has never been greater. By staying informed and adopting AI-driven solutions, brands can navigate these complexities, enhance campaign effectiveness, and build lasting connections with Thai audiences. With robust measurement and verification tools, DoubleVerify empowers advertisers to drive performance while protecting brand integrity in a rapidly changing environment.

About DoubleVerify
DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform, leveraging AI to drive superior outcomes for global brands. By empowering media efficiency and performance, DV strengthens the online advertising ecosystem and preserves the fair value exchange between buyers and sellers of digital media. Learn more at www.doubleverify.com.

Media Contacts
Sirada Rongbundit, PRecious Communications
sirada@preciouscomms.com | 080-5888886

Busakorn Srisongkhroh, PRecious Communications
busakorn@preciouscomms.com | 081-9110931

APPENDIX

Key Findings from the Report

1. State of Media Quality & Performance in Thailand: 

• Above-Average Fraud Prevention – Thailand also shows lower brand suitability violation rates (6% vs. SEA’s 7.2%) and reduced Fraud/SIVT rates (0.6% vs. SEA’s 0.8%) in digital display advertising.
• Strong Responsiveness to Online Ads – Thailand’s authentic viewable rate is 73%, exceeding the SEA average of 70%, while its display viewable rate is 69%, lower than the SEA average of 72%, indicating strong consumer engagement.
• High Video Viewability –  Thai consumers demonstrate a strong preference for video content, with an 87% video viewability rate, outperforming the SEA average of 78%.
• High Attention Metrics – The country’s Attention Index score of 168 is the second highest in SEA, reflecting elevated user engagement.
• Engagement Index – Thailand scored 120 on DV’s Engagement Index — 20 points above the global baseline (100) — indicating strong performance with room for further optimization.
  

2. Brand Suitability Risks Amid Political & Sensational Events: 

Brand suitability risks tend to spike around high-profile news cycles:

• Celebrity and Crime-Related News Caused Spike – The case of business stars caused a 14x spike during a direct sales group scandal.
• Incidents Related to Brand Suitability Surged –  by as much as 10 times above normal levels, remaining elevated for several days. Categories such as Natural Disasters and Death & Injury saw the sharpest increases. To protect their brands during intense news cycles, advertisers can utilize brand suitability categories to enhance control measures and mitigate potential risks.
  

3. Brand Safety and Consumer Perception: Consumer perceptions of brand suitability vary significantly based on context.

• Content Matter – Alcohol ads are seen as more suitable than car ads when placed next to alcohol-related content.
• Perceived Risk – However, alcohol ads are seen as less suitable than car ads when placed alongside adult or sexual content due to increased perceived risk.

4. Consumer Behavior Trends Impacting Advertisers:

• Growing Streaming Enthusiasm – 84% of Thai respondents expect to maintain or increase their streaming consumption over the next 12 months
• Acceptance of advertisements – 76% of Thai respondents are open to watching ad-supported video content on streaming platforms.
• Digital Content as an Information Hub – 74% of Thai respondents use digital content as a primary source of information.
• Increased Research Before Purchases – 79% of Thai respondents spend more time researching major purchases now than before the pandemic.