Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Australia

Australia

Ad spending in the Instant Messaging Advertising market in Australia is forecasted to reach €3.31m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.42%, leading to an estimated market volume of €3.73m by 2029.
When compared globally, the United States is expected to generate the highest ad spending (€68.88m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is set to be €0.13 in 2024.
Australia's Instant Messaging Advertising market is rapidly expanding, with brands leveraging chat platforms to engage with tech-savvy consumers.

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

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Analyst Opinion

The Instant Messaging Advertising market in Australia is experiencing steady growth due to a combination of customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Australia have shifted towards instant messaging as a preferred method of communication. With the widespread adoption of smartphones and the increasing popularity of messaging apps, such as WhatsApp and Facebook Messenger, Australians are spending more time on these platforms. This has created a new avenue for advertisers to reach their target audience in a more personal and interactive way. Trends in the market also contribute to the growth of instant messaging advertising in Australia. Advertisers are increasingly realizing the potential of instant messaging platforms to reach a large and engaged audience. They are leveraging the features of these platforms, such as chatbots and interactive ads, to deliver personalized and interactive advertising experiences. This trend is driven by the desire to create more meaningful connections with consumers and increase brand engagement. Local special circumstances in Australia further support the growth of instant messaging advertising. The country has a high smartphone penetration rate, with a large proportion of the population using smartphones as their primary device for accessing the internet. This provides advertisers with a wide reach and the ability to target specific audience segments based on their demographics, interests, and behaviors. Additionally, Australians are known to be early adopters of new technologies, making them more receptive to new forms of advertising on instant messaging platforms. Underlying macroeconomic factors also play a role in the development of the instant messaging advertising market in Australia. The country has a strong economy and a high level of consumer spending, which creates opportunities for advertisers to invest in innovative advertising strategies. Furthermore, the digital advertising industry as a whole is experiencing growth worldwide, and Australia is no exception. Advertisers are shifting their budgets from traditional advertising channels to digital platforms, including instant messaging, to reach consumers in a more targeted and cost-effective manner. In conclusion, the Instant Messaging Advertising market in Australia is growing due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As Australians increasingly rely on instant messaging platforms for communication and engagement, advertisers are seizing the opportunity to connect with their target audience in a more personalized and interactive way. With the country's high smartphone penetration rate, early adoption of new technologies, and strong economy, instant messaging advertising is poised for continued growth in Australia.

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.