Market Insights Advertising & Media Advertising

Direct Messaging Advertising - Portugal

Portugal

Ad spending in the Direct Messaging Advertising market in Portugal is forecasted to reach €154.90m in 2024.
The expected annual growth rate (CAGR 2024-2029) for ad spending is 0.79%, leading to a projected market volume of €161.10m by 2029.
Direct Mail Advertising holds the largest market share in Portugal with a volume of €113.60m in 2024.
When compared globally, the United States leads in ad spending, reaching €27,510.00m in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is estimated to be €15.15 in 2024.
In Portugal, the rise of personalized direct messaging advertising campaigns is reshaping the advertising market landscape.

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

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Analyst Opinion

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

Customer preferences: Customers in Portugal are increasingly turning to direct messaging advertising as a way to connect with brands and receive personalized offers and information. This trend is driven by the convenience and immediacy of direct messaging platforms, which allow for real-time communication and targeted messaging. Additionally, customers appreciate the ability to have one-on-one interactions with brands, which creates a sense of trust and loyalty.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Portugal is the integration of artificial intelligence (AI) and chatbots. Brands are leveraging AI technology to automate customer interactions and provide personalized recommendations and responses. This not only improves the efficiency of customer service but also enhances the overall customer experience. Furthermore, the use of chatbots allows brands to scale their direct messaging advertising efforts without significantly increasing their resources. Another trend in the market is the increasing use of multimedia content in direct messaging advertising. Brands are recognizing the importance of visual and interactive elements in capturing customers' attention and conveying their messages effectively. This includes the use of images, videos, and GIFs within direct messages to engage customers and communicate brand values.

Local special circumstances: Portugal has a high smartphone penetration rate, with a large portion of the population using smartphones as their primary device for internet access. This provides an ideal platform for direct messaging advertising, as customers can easily receive and engage with messages on their mobile devices. Additionally, Portugal has a strong social media presence, with a significant portion of the population actively using platforms such as Facebook, Instagram, and WhatsApp. Brands can leverage these platforms to reach a wide audience and engage with customers through direct messaging advertising.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Portugal is also influenced by macroeconomic factors. Portugal has experienced steady economic growth in recent years, which has led to increased consumer spending power. As a result, customers are more willing to engage with brands and make purchases, creating opportunities for direct messaging advertising. Additionally, the competitive landscape in Portugal's advertising industry is evolving, with brands seeking innovative ways to reach and engage customers. Direct messaging advertising offers a cost-effective and targeted approach, making it an attractive option for brands looking to differentiate themselves and maximize their advertising budgets. In conclusion, the Direct Messaging Advertising market in Portugal is witnessing significant growth and development. Customer preferences for personalized and interactive communication, along with the integration of AI and multimedia content, are driving this trend. The local special circumstances, such as high smartphone penetration and a strong social media presence, further contribute to the growth of direct messaging advertising in Portugal. Additionally, underlying macroeconomic factors, such as steady economic growth and a competitive advertising landscape, create opportunities for brands to leverage direct messaging advertising as a strategic marketing tool.

Methodology

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 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, number of smartphone users, internet coverage, and number of urban households. 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 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 the Statista Consumer Insights Global survey is reweighted for representativeness.