Instant Messaging Advertising - Ireland

  • Ireland
  • Ad spending in the Instant Messaging Advertising market in Ireland is forecasted to reach €353.00k in 2024.
  • The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 2.09%, leading to a projected market volume of €391.40k by 2029.
  • When compared globally, the United States will 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 €0.07 in 2024.
  • In Ireland, Instant Messaging Advertising is gaining traction among businesses aiming to target tech-savvy consumers in a digitally connected market landscape.

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

Comparaison de régions

Analyst Opinion

The Instant Messaging Advertising market in Ireland is experiencing significant growth and development.

Customer preferences:
Customers in Ireland are increasingly turning to instant messaging platforms as a primary means of communication. With the widespread use of smartphones and the availability of high-speed internet, instant messaging has become a convenient and efficient way for people to stay connected. As a result, advertisers are recognizing the potential of reaching their target audience through these platforms.

Trends in the market:
One of the key trends in the Instant Messaging Advertising market in Ireland is the rise of native advertising. Native ads seamlessly blend into the user's messaging experience, appearing as regular messages or content within the conversation. This form of advertising is less intrusive and more engaging, leading to higher click-through rates and better user experience. Advertisers are increasingly adopting native advertising strategies to capture the attention of the Irish audience. Another trend in the market is the use of personalized and targeted advertising. Instant messaging platforms collect a wealth of data about their users, including their demographics, interests, and behavior. Advertisers can leverage this data to deliver highly targeted and relevant ads to the right audience at the right time. This personalized approach not only increases the effectiveness of advertising campaigns but also enhances the user experience by showing them ads that are more likely to be of interest to them.

Local special circumstances:
Ireland has a highly connected population with a high smartphone penetration rate. The country's tech-savvy population is quick to adopt new technologies and embrace digital platforms. This makes Ireland an attractive market for instant messaging advertising, as advertisers can reach a large and engaged audience.

Underlying macroeconomic factors:
The growth of the Instant Messaging Advertising market in Ireland can be attributed to several macroeconomic factors. Ireland has a strong and stable economy, with a high level of disposable income among its population. This provides a favorable environment for advertisers to invest in digital advertising and explore new avenues for reaching their target audience. Additionally, Ireland has a vibrant startup ecosystem and is home to several technology companies. This fosters innovation and encourages the development of new advertising technologies and platforms. Advertisers in Ireland have access to a wide range of tools and solutions to create effective and engaging instant messaging ad campaigns. In conclusion, the Instant Messaging Advertising market in Ireland is experiencing significant growth and development. Customer preferences for instant messaging as a primary means of communication, the rise of native advertising, and the use of personalized and targeted advertising are key trends driving this growth. Ireland's highly connected population, strong economy, and vibrant startup ecosystem contribute to the favorable market conditions for instant messaging advertising.


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), 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.


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 Consumer Insightsis reweighted for representativeness.

Vue d’ensemble

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