Market Insights Advertising & Media Advertising

Direct Messaging Advertising - South Korea

South Korea

Ad spending in the Direct Messaging Advertising market in South Korea is forecasted to reach €981.70m in 2024.
The market is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.61%, leading to an estimated market volume of €1,012.00m by 2029.
South Korea's largest market is Direct Mail Advertising, with a market volume of €613.00m in 2024.
When compared globally, the United States will generate the highest ad spending, amounting to €27,800.00m in 2024.
The average ad spending per capita in the Direct Messaging Advertising market in South Korea is projected to be €18.97 in 2024.
South Korea embraces innovative AI-driven direct messaging strategies, revolutionizing the advertising market with personalized and engaging campaigns.

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

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Analyst Opinion

The Direct Messaging Advertising market in South Korea has experienced significant growth in recent years.

Customer preferences: South Korean consumers have shown a strong preference for mobile messaging apps, making them an ideal platform for advertising. With a high smartphone penetration rate and a tech-savvy population, South Koreans are highly engaged with messaging apps, spending a significant amount of time on these platforms. This has created a lucrative opportunity for advertisers to reach their target audience directly through direct messaging advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in South Korea is the rise of personalized and interactive ads. Advertisers are leveraging the data collected from messaging apps to deliver targeted and relevant ads to users. This helps to improve the effectiveness of advertising campaigns and increases user engagement. Additionally, interactive ads, such as quizzes or games, are becoming more popular as they provide a more engaging and interactive experience for users. Another trend in the market is the integration of e-commerce within messaging apps. South Korean consumers are increasingly using messaging apps not only for communication but also for shopping. Messaging apps are now offering features that allow users to browse and purchase products directly within the app. This integration of e-commerce and messaging apps provides advertisers with a unique opportunity to reach consumers at the point of purchase.

Local special circumstances: One of the unique aspects of the Direct Messaging Advertising market in South Korea is the dominance of local messaging apps. While global messaging apps like WhatsApp and Facebook Messenger are popular worldwide, South Koreans prefer to use local messaging apps such as KakaoTalk and Naver Line. These local messaging apps have a large user base and offer unique features that cater to the preferences of South Korean consumers. Advertisers need to take into account these local preferences and tailor their advertising strategies accordingly.

Underlying macroeconomic factors: South Korea has a strong and growing economy, which has contributed to the growth of the Direct Messaging Advertising market. The country has a high internet penetration rate and a tech-savvy population, creating a favorable environment for digital advertising. Additionally, South Koreans are known for their high adoption rate of new technologies, making them receptive to direct messaging advertising. In conclusion, the Direct Messaging Advertising market in South Korea is experiencing significant growth due to customer preferences for mobile messaging apps, the rise of personalized and interactive ads, the integration of e-commerce within messaging apps, the dominance of local messaging apps, and the underlying macroeconomic factors of a strong and growing economy. Advertisers should capitalize on these trends and special circumstances to effectively reach their target audience in South Korea.

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.