Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - India

India

Ad spending in the Instant Messaging Advertising market in India is forecasted to reach €3.13m in 2024.
The sector is expected to witness an annual growth rate (CAGR 2024-2029) of 3.46%, leading to a projected market volume of €3.71m by 2029.
When compared globally, the United States is anticipated to generate the highest ad spending (€68.88m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be €0.00 in 2024.
India's Instant Messaging Advertising market is booming, with a surge in brands leveraging platforms like WhatsApp and Facebook Messenger to reach a vast audience.

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

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Analyst Opinion

The Instant Messaging Advertising market in India has been experiencing significant growth in recent years.

Customer preferences: Indian consumers are increasingly using instant messaging platforms as their preferred mode of communication. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through these platforms. With the rise of smartphones and affordable mobile data plans, more people in India have access to instant messaging apps, making it a popular choice for communication. This has led to a high level of engagement on these platforms, providing advertisers with a captive audience for their advertising campaigns.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in India is the integration of advertising within the messaging experience. Advertisers are leveraging the interactive nature of instant messaging apps to create engaging and personalized advertising campaigns. This includes targeted messaging, interactive ads, and sponsored content that seamlessly blend into the user experience. By integrating advertising in a non-intrusive and relevant manner, advertisers are able to capture the attention of users and drive higher engagement. Another trend in the market is the use of chatbots for advertising purposes. Chatbots are AI-powered virtual assistants that can interact with users in a conversational manner. They can be used to provide personalized recommendations, answer queries, and even facilitate transactions. Advertisers are leveraging chatbots to deliver targeted advertising messages and engage with users in a more interactive and personalized way. This trend is particularly relevant in India, where chatbots have gained popularity across various industries, including e-commerce, banking, and customer support.

Local special circumstances: India has a large and diverse population, with varying levels of digital literacy and language preferences. This poses a unique challenge for advertisers in terms of reaching their target audience effectively. To address this, advertisers are increasingly focusing on creating localized and vernacular content that resonates with the Indian audience. By tailoring their advertising messages to the local language and cultural nuances, advertisers can connect with users on a deeper level and drive higher engagement.

Underlying macroeconomic factors: India is experiencing rapid economic growth, with a growing middle class and increasing disposable income. This has led to a rise in consumer spending, including on digital advertising. Advertisers are capitalizing on this trend by investing more in instant messaging advertising to reach the expanding consumer base. Additionally, the government's push for digitalization and the increasing penetration of smartphones and internet access in rural areas are further driving the growth of the Instant Messaging Advertising market in India. In conclusion, the Instant Messaging Advertising market in India is witnessing significant growth due to the increasing popularity of instant messaging platforms, the integration of advertising within the messaging experience, the use of chatbots for advertising purposes, the focus on localized and vernacular content, and the underlying macroeconomic factors such as economic growth and digitalization efforts. Advertisers are leveraging these trends and special circumstances to effectively reach their target audience and drive higher engagement.

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.