Direct Messaging Advertising - Americas

Ad spending in the Direct Messaging Advertising market in the Americas is forecasted to reach US$36.06bn in 2024.
The market is expected to display an annual growth rate (CAGR 2024-2030) of 1.55%, leading to a projected market volume of US$39.55bn by 2030.
Direct Mail Advertising stands as the largest market with a volume of US$24.64bn in 2024.
Among all countries, the United States leads in ad spending, reaching US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is estimated to be US$35.46 in 2024.
In the Americas, the rise of personalized Direct Messaging Advertising is reshaping the way brands engage with consumers in the competitive advertising market.

Definition:

Direct Messaging Advertising refers to a type of advertising format that involves sending advertisement messages directly to individual audiences or specific target groups through private communication channels. Direct Messaging Advertising includes both traditional and digital advertising methods, such as direct mail, e-mail, SMS, web push, instant messaging, and telemarketing. This form of advertising aims to establish a personalized and direct connection with potential customers.

Structure:

Direct Messaging Advertising typically refers to advertising formats used within various messaging platforms or direct messaging channels. These formats are designed to deliver targeted advertisements directly via private communication channels such as e-mail, SMS, direct mail, web push, telemarketing, and instant messaging.

Additional information:

Direct Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

SMS advertising
Direct mail advertising
Web push advertising
Telemarketing
Instant messaging advertising
Traditional direct messaging
Digital direct messaging

Service agencies
Consultant fees
Production costs
Design services

The Direct Messaging Advertising market in Americas is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors all contribute to this positive trend. Customer preferences in the Americas are shifting towards more personalized and targeted advertising. Consumers are increasingly seeking relevant and engaging content that is tailored to their individual needs and interests. Direct messaging advertising allows companies to reach their target audience directly and deliver personalized messages, making it an effective marketing strategy. Additionally, customers in the Americas value convenience and efficiency, and direct messaging advertising offers a quick and convenient way for businesses to engage with their customers. Trends in the market further support the growth of direct messaging advertising in the Americas. The increasing popularity of messaging apps, such as WhatsApp, Facebook Messenger, and WeChat, has created new opportunities for businesses to reach their customers directly. These messaging apps have a large user base in the Americas, providing a wide audience for businesses to target. Furthermore, advancements in technology, such as artificial intelligence and chatbots, have made it easier for businesses to automate and personalize their messaging campaigns, further enhancing the effectiveness of direct messaging advertising. Local special circumstances also contribute to the development of the direct messaging advertising market in the Americas. The region has a high smartphone penetration rate, with a large proportion of the population using smartphones to access the internet and communicate. This widespread use of smartphones creates a favorable environment for direct messaging advertising, as it allows businesses to reach their target audience anytime and anywhere. Additionally, the Americas have a diverse and multicultural population, presenting businesses with opportunities to tailor their messaging campaigns to different demographic groups and cultural preferences. Underlying macroeconomic factors play a crucial role in the growth of the direct messaging advertising market in the Americas. The region has a strong and stable economy, with a high level of consumer spending. This economic stability provides businesses with the resources and confidence to invest in advertising and marketing strategies, including direct messaging advertising. Furthermore, the Americas have a well-developed digital infrastructure, including reliable internet connectivity and widespread access to smartphones, which facilitates the implementation and effectiveness of direct messaging advertising campaigns. In conclusion, the Direct Messaging Advertising market in Americas is experiencing growth and development due to customer preferences for personalized and targeted advertising, trends in the market such as the popularity of messaging apps, local special circumstances including high smartphone penetration and a diverse population, and underlying macroeconomic factors such as a strong economy and well-developed digital infrastructure. This positive trend is expected to continue as businesses in the Americas recognize the benefits and effectiveness of direct messaging advertising in reaching and engaging their target audience.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.