Direct Messaging Advertising - Ireland

  • Ireland
  • Ad spending in the Direct Messaging Advertising market in Ireland is forecasted to reach €141.30m in 2024.
  • The expected annual growth rate (CAGR 2024-2029) of 0.16% indicates that ad spending is likely to increase, leading to a projected market volume of €142.40m by 2029.
  • Direct Mail Advertising holds the largest market share in Ireland, with a volume of €93.58m in 2024.
  • When compared globally, the United States is set to generate the highest ad spending at €27,800.00m in 2024.
  • The average ad spending per capita in the Direct Messaging Advertising market in Ireland is anticipated to be €27.77 in 2024.
  • In Ireland, the Direct Messaging Advertising market is rapidly expanding, with brands leveraging personalized communication to engage targeted audiences effectively.

Key regions: India, Germany, France, China, Australia

Comparaison de régions

Analyst Opinion

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

Customer preferences:
Customers in Ireland are increasingly turning to direct messaging advertising as a way to connect with brands and receive personalized offers and promotions. With the rise of social media platforms and messaging apps, consumers are spending more time on these platforms and are more likely to engage with brands through direct messaging. Additionally, customers appreciate the convenience and immediacy of receiving targeted messages directly to their inbox or mobile device.

Trends in the market:
One of the key trends in the direct messaging advertising market in Ireland is the use of chatbots. Chatbots are automated messaging systems that can interact with customers and provide them with information or assistance. They are becoming increasingly sophisticated and are able to handle more complex queries and tasks. This trend is driven by the desire to provide customers with a personalized and interactive experience, as well as the need for businesses to streamline their customer service processes. Another trend in the market is the integration of direct messaging advertising with other marketing channels. Businesses are recognizing the importance of creating a seamless and consistent customer experience across different touchpoints. By integrating direct messaging advertising with other channels such as email marketing or social media advertising, businesses can reach customers at multiple stages of the customer journey and provide them with a cohesive brand experience.

Local special circumstances:
In Ireland, there are specific regulations and guidelines that govern direct messaging advertising. The Data Protection Commission (DPC) has issued guidelines on direct marketing, which include rules on obtaining consent from customers and providing them with the option to opt out of receiving direct messages. These regulations ensure that customers have control over the messages they receive and help to protect their privacy.

Underlying macroeconomic factors:
The growth of the direct messaging advertising market in Ireland is also influenced by macroeconomic factors. Ireland has a strong economy and a high level of internet penetration, which provides a favorable environment for digital advertising. Additionally, the increasing adoption of smartphones and mobile devices has made it easier for businesses to reach customers through direct messaging. In conclusion, the Direct Messaging Advertising market in Ireland is experiencing growth and development due to customer preferences for personalized and convenient communication, the use of chatbots and integration with other marketing channels, local regulations and guidelines, and underlying macroeconomic factors.


Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

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, number of smartphone users, internet coverage, and number of urban households. 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 4G coverage.

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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