Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Worldwide

Worldwide

Ad spending in the Instant Messaging Advertising market worldwide is forecasted to reach €183.10m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 4.65%, leading to a projected market volume of €229.80m by 2029.
When compared globally, the United States will account for the highest ad spending (€68.88m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is €0.03 in 2024.
Amid the rise of digital communication, Instant Messaging Advertising in the Worldwide market is experiencing a surge in targeted, interactive campaigns to engage users effectively.

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

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Analyst Opinion

The Instant Messaging Advertising market is experiencing significant growth worldwide, driven by changing customer preferences and the increasing popularity of instant messaging platforms.

Customer preferences: Customers are increasingly turning to instant messaging platforms as their primary means of communication, leading to a rise in the number of active users. This trend is driven by the convenience and speed of instant messaging, as well as the ability to connect with friends, family, and businesses in real-time. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through instant messaging advertising.

Trends in the market: One of the key trends in the instant messaging advertising market is the integration of targeted advertising within messaging apps. Advertisers are leveraging the vast amount of user data collected by messaging apps to deliver personalized and relevant advertisements to users. This targeted approach not only increases the effectiveness of advertising campaigns but also enhances the user experience by delivering content that is tailored to their interests and preferences. Another trend in the market is the rise of chatbot advertising. Chatbots are automated programs that interact with users in a conversational manner, providing information, answering questions, and even making recommendations. Advertisers are using chatbots to engage with users and deliver advertising messages in a more interactive and personalized way. This approach allows advertisers to create a more engaging and immersive advertising experience, increasing the likelihood of user engagement and conversion.

Local special circumstances: In certain regions, such as Asia-Pacific, instant messaging apps have become an integral part of people's daily lives. These apps are not only used for personal communication but also for a wide range of activities, including shopping, banking, and entertainment. As a result, instant messaging advertising has become highly effective in reaching and engaging consumers in these regions.

Underlying macroeconomic factors: The rapid growth of the instant messaging advertising market can be attributed to several macroeconomic factors. Firstly, the increasing penetration of smartphones and internet connectivity has made instant messaging apps more accessible to a larger audience. This has led to a significant increase in the number of active users, creating a larger potential market for advertisers. Secondly, the shift towards digital advertising has also contributed to the growth of the instant messaging advertising market. Advertisers are increasingly allocating their budgets towards digital channels, recognizing the effectiveness and efficiency of reaching consumers through instant messaging platforms. This shift is driven by the ability to target specific audiences, track campaign performance in real-time, and optimize advertising strategies based on data-driven insights. In conclusion, the Instant Messaging Advertising market is experiencing significant growth worldwide, driven by changing customer preferences and the increasing popularity of instant messaging platforms. Advertisers are leveraging targeted advertising and chatbots to engage with users in a personalized and interactive manner. In regions where instant messaging apps are deeply integrated into people's daily lives, instant messaging advertising has become highly effective in reaching and engaging consumers. The growth of the market is also influenced by the increasing penetration of smartphones and internet connectivity, as well as the shift towards digital advertising.

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.