Direct Messaging Advertising - Asia

Ad spending in the Direct Messaging Advertising market in Asia is forecasted to reach US$26.37bn by 2024.
The market is expected to demonstrate a 2.11% annual growth rate (CAGR 2024-2030), leading to a projected market volume of US$29.89bn by 2030.
Direct Mail Advertising holds the largest market share in Asia, with a volume of US$18.29bn in 2024.
When compared globally, the United States is set to generate the highest ad spending, reaching US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market sector in Asia is estimated to be US$5.80 in 2024.
In Asia, the rise of WeChat in China is reshaping the Direct Messaging Advertising market with innovative and targeted ad solutions.

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 Asia is experiencing significant growth and development.

Customer preferences: Customers in Asia are increasingly relying on messaging apps as their primary means of communication. With the rise of mobile usage and the convenience of instant messaging, people are spending more time on messaging apps than ever before. This shift in customer behavior has created a huge opportunity for advertisers to reach their target audience through direct messaging advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Asia is the increasing use of chatbots. Chatbots are automated messaging systems that can interact with users and provide them with information or assistance. They are being integrated into messaging apps to enhance the user experience and provide personalized recommendations or offers. This trend is driven by the desire to create more engaging and interactive advertising experiences for customers. Another trend in the market is the use of targeted advertising. Messaging apps collect a wealth of data on their users, including their demographics, interests, and online behavior. This data can be used to deliver highly targeted and personalized advertisements to individual users. Advertisers are increasingly leveraging this data to ensure their messages reach the right audience at the right time, increasing the effectiveness of their campaigns.

Local special circumstances: Asia is a diverse region with different cultural and linguistic preferences. This poses a challenge for advertisers in creating messaging campaigns that resonate with the local audience. Advertisers need to carefully consider the cultural nuances and language preferences of each country to ensure their messages are well-received. Localization of content and creative adaptation are key strategies to address this challenge.

Underlying macroeconomic factors: Asia is home to a large and growing middle class, which is driving consumption and economic growth in the region. As disposable incomes rise, people are increasingly spending more on goods and services, including online purchases. This presents a lucrative opportunity for advertisers to tap into this growing consumer base through direct messaging advertising. Furthermore, the rapid growth of smartphone penetration in Asia is another factor contributing to the development of the Direct Messaging Advertising market. With more people accessing the internet and using messaging apps on their smartphones, advertisers have a wider reach and can engage with a larger audience. In conclusion, the Direct Messaging Advertising market in Asia is experiencing significant growth and development due to changing customer preferences, trends such as the use of chatbots and targeted advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region have a unique opportunity to leverage messaging apps to reach their target audience and drive business growth.

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.