Direct Messaging Advertising - Asia

  • Asia
  • Ad spending in the Direct Messaging Advertising market in Asia is forecasted to reach €24.45bn by 2024.
  • The market is expected to demonstrate a 2.42% annual growth rate (CAGR 2024-2029), leading to a projected market volume of €27.55bn by 2029.
  • Direct Mail Advertising holds the largest market share in Asia, with a volume of €16.96bn in 2024.
  • When compared globally, the United States is set to generate the highest ad spending, reaching €27,800.00m in 2024.
  • The average ad spending per capita in the Direct Messaging Advertising market sector in Asia is estimated to be €5.38 in 2024.
  • In Asia, the rise of WeChat in China is reshaping the Direct Messaging Advertising market with innovative and targeted ad solutions.

Key regions: India, Germany, France, China, Australia

Comparaison de régions

Analyst Opinion

The Direct Messaging Advertising market in Asia is experiencing significant growth and development.

Customer preferences:
Customers in Asia are increasingly relying on messaging apps as their primary means of communication. With the rise of mobile usage and the convenience of instant messaging, people are spending more time on messaging apps than ever before. This shift in customer behavior has created a huge opportunity for advertisers to reach their target audience through direct messaging advertising.

Trends in the market:
One of the key trends in the Direct Messaging Advertising market in Asia is the increasing use of chatbots. Chatbots are automated messaging systems that can interact with users and provide them with information or assistance. They are being integrated into messaging apps to enhance the user experience and provide personalized recommendations or offers. This trend is driven by the desire to create more engaging and interactive advertising experiences for customers. Another trend in the market is the use of targeted advertising. Messaging apps collect a wealth of data on their users, including their demographics, interests, and online behavior. This data can be used to deliver highly targeted and personalized advertisements to individual users. Advertisers are increasingly leveraging this data to ensure their messages reach the right audience at the right time, increasing the effectiveness of their campaigns.

Local special circumstances:
Asia is a diverse region with different cultural and linguistic preferences. This poses a challenge for advertisers in creating messaging campaigns that resonate with the local audience. Advertisers need to carefully consider the cultural nuances and language preferences of each country to ensure their messages are well-received. Localization of content and creative adaptation are key strategies to address this challenge.

Underlying macroeconomic factors:
Asia is home to a large and growing middle class, which is driving consumption and economic growth in the region. As disposable incomes rise, people are increasingly spending more on goods and services, including online purchases. This presents a lucrative opportunity for advertisers to tap into this growing consumer base through direct messaging advertising. Furthermore, the rapid growth of smartphone penetration in Asia is another factor contributing to the development of the Direct Messaging Advertising market. With more people accessing the internet and using messaging apps on their smartphones, advertisers have a wider reach and can engage with a larger audience. In conclusion, the Direct Messaging Advertising market in Asia is experiencing significant growth and development due to changing customer preferences, trends such as the use of chatbots and targeted advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region have a unique opportunity to leverage messaging apps to reach their target audience and drive business growth.


Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, number of smartphone users, internet coverage, and number of urban households. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from Consumer Insightsis reweighted for representativeness.

Vue d’ensemble

  • Ad Spending
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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