News: Worldpanel at Meta Agency First Awards 2025

Worldpanel by Numerator was invited to join the Meta Agency First Awards 2025, where Howard Chang, Managing Director Thailand and Malaysia presented “2025 and Beyond: Thailand Media Insights” to an audience of more than 250 leaders from Thailand’s media and digital agency community.

In our session, Howard highlighted how Thailand’s rapidly shifting media consumption is now directly shaping consumer purchase behaviour. With Thais spending more time online than ever, the country is experiencing a clear move toward digital-first discovery and buying pathways, especially across FMCG categories.

Worldpanel’s latest media insights show that as TV viewing softens, digital platforms increasingly influence what consumers notice, consider, and ultimately buy. This is particularly strong among Gen Z, who rely heavily on content-driven discovery, and among the Silver Generation, who are accelerating their digital adoption while holding substantial spending power. At the same time, first-time digital users in regional areas — especially the Northeast — are emerging as important new online buyers.

Howard also shared performance insights demonstrating how Meta platforms are contributing to real sales outcomes. Across multiple FMCG categories, Meta continues to deliver strong return on ad spend and efficient new buyer recruitment, reinforcing its role in connecting media exposure with in-store and online purchases.

The presentation emphasised that the connection between media and consumer behaviour in Thailand is becoming more direct, measurable, and influential. For brands, recognising how consumers move from media consumption to purchase decisions will be essential for unlocking growth in 2025 and beyond.