Instant Messaging Advertising - Asia

  • Asia
  • Ad spending in the Instant Messaging Advertising market in Asia is forecasted to reach €60.99m in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 5.98%, leading to a projected market volume of €81.54m by 2029.
  • When compared globally, the United States is expected to generate the highest ad spending (€68.88m in 2024).
  • The average ad spending per internet user in the Instant Messaging Advertising market in Asia is projected to be €0.02 in 2024.
  • In Asia, Instant Messaging Advertising is rapidly growing in China, leveraging popular platforms like WeChat to target a vast and engaged user base.

Key regions: United Kingdom, Japan, China, France, Germany

 
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Analyst Opinion

The Instant Messaging Advertising market in Asia is experiencing significant growth and development due to the increasing popularity and usage of instant messaging apps in the region.

Customer preferences:
Customers in Asia have shown a strong preference for instant messaging apps as a means of communication. These apps offer convenience, speed, and a wide range of features that enhance the user experience. As a result, users spend a significant amount of time on these apps, creating a valuable opportunity for advertisers to reach their target audience.

Trends in the market:
One of the key trends in the Instant Messaging Advertising market in Asia is the rise of mobile advertising. With the widespread adoption of smartphones and the increasing usage of instant messaging apps on mobile devices, advertisers are focusing on mobile advertising to effectively reach their target audience. Mobile advertising allows for personalized and targeted messaging, making it more effective in capturing the attention of users. Another trend in the market is the integration of e-commerce within instant messaging apps. Many instant messaging apps in Asia have started to incorporate e-commerce features, allowing users to make purchases directly within the app. This integration provides a seamless shopping experience for users, and advertisers are taking advantage of this trend by promoting their products and services through targeted ads within these apps.

Local special circumstances:
Asia is a diverse region with different cultural and linguistic preferences. Advertisers need to take into account these local special circumstances when designing their instant messaging advertising campaigns. Localization of content, language, and cultural nuances are important factors to consider in order to effectively engage with the target audience.

Underlying macroeconomic factors:
The rapid economic growth in Asia has led to an increase in disposable income and consumer spending. This economic growth has also resulted in a larger middle class population, which has contributed to the growth of the Instant Messaging Advertising market. Advertisers are capitalizing on the increasing purchasing power of consumers in Asia by promoting their products and services through instant messaging apps. Furthermore, the high internet penetration rate in Asia has also played a significant role in the development of the Instant Messaging Advertising market. With more people having access to the internet, the reach and effectiveness of instant messaging advertising have increased. Advertisers can now target a larger audience and measure the impact of their campaigns more accurately. In conclusion, the Instant Messaging Advertising market in Asia is growing and evolving due to the increasing popularity of instant messaging apps, the rise of mobile advertising, the integration of e-commerce within these apps, and the underlying macroeconomic factors such as economic growth and high internet penetration. Advertisers need to understand customer preferences, adapt to local special circumstances, and leverage these trends to effectively reach their target audience in the region.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

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 Global survey), 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, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

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 internet users.

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 the Statista Consumer Insights Global survey is reweighted for representativeness.

Vue d’ensemble

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