Several digital TV operators have partnered with Asia Media Exchange (AsiaMX), an advertising platform and service provider from Singapore, to help plan ad budgets and buy airtime for clients.
BEC World Plc's Channel 3, Mono29, Channel 7, Nation TV and WorkPoint TV are confident in AsiaMX's new programmatic TV advertising exchange platform, which enables advertisers to achieve their ad targets and access high-value TV advertising assets.
AsiaMX chose Dentsu Agis Network as its ad partner in Thailand, which is the first country in Asia to use its programmatic TV advertising platform to help empower the digital TV industry.
Nick Chuah, co-founder and chief commercial officer of AsiaMX, said Thailand is considered the most dynamic media market in the region.
Moreover, the Thai digital TV industry is growing significantly, so he is confident the platform will improve business for local operators.
AsiaMX offers premium programmatic advertising assets from both leading pay-TV and free-to-air networks via its platform.
Apart from digital TV operators, Mr Chuah said the exchange platform will also help brands and advertisers improve their ad planning capabilities.
"Advertisers in Thailand can now access programmatic advertising assets worth more than 12 billion baht through AsiaMX," he said.
"This asset value is big enough to make other media outlets confident to join us in the future."
The exchange curates and packages TV channels based on target audiences, allowing advertisers to chose preferred packages to efficiently reach their marketing goals.
Mr Chuah said global companies such as TubeMogul and The Trade Desk are partners of AsiaMX.
In Thailand, the TV industry accounts for 63% of total ad spending for all media outlets, compared with 46.4% in Asia-Pacific and 41.1% globally.
Total ad spending in Thailand for the first 10 months of this year was 92.2 billion baht.
AsiaMX aims to generate revenue from its platform service fee, which ranges from 200,000 baht to over 1 million baht based on different packages.
This year AsiaMX will focus solely on creating brand awareness in Thailand's media industry and believes it will earn more revenue next year after its platform is officially introduced.
AsiaMX plans to develop the exchange platform for out-of-home media and is set to expand to Cambodia, Laos, Myanmar and Vietnam next year.
Meanwhile, Bualuang Securities said ad spending on all media outlets in October plummeted 45% because of the mourning period following the passing of His Majesty the King.
The trend of weak ad spending is expected to continue over the next four to six months.
It forecast overall ad spending in 2016 will be 10-15% lower than last year before recovering next year, backed by government stimulus measures and a relaxation of mourning period directives.
TV ad spending was the hardest hit in October after the government requested TV operators suspend airing entertainment content for 30 days.