Direct Messaging Advertising - Belgium

Belgium's ad spending in the Direct Messaging Advertising market is projected to reach US$345.20m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of -2.60%, resulting in a projected market volume of US$294.70m by 2030.
The largest market in Belgium is Direct Mail Advertising with a market volume of US$239.80m in 2024.
In global comparison, most ad spending will be generated the United States (US$29.98bn in 2024).
The average ad spending per capita in the Direct Messaging Advertising market in Belgium is projected to amount to US$29.46 in 2024.
Belgium's Direct Messaging Advertising market shows a growing preference for personalized campaigns to engage audiences effectively in the digital landscape.

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 Belgium is experiencing significant growth and development.

Customer preferences: In recent years, there has been a shift in customer preferences towards more personalized and targeted advertising. Customers are increasingly seeking relevant and tailored messages that resonate with their interests and needs. Direct messaging advertising allows companies to reach customers directly and deliver personalized messages, making it an effective strategy to engage with the target audience.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Belgium is the increasing use of messaging apps. Messaging apps have gained popularity among consumers, with a large portion of the population using them on a daily basis. This presents a great opportunity for advertisers to reach a wide audience through these platforms. Companies are leveraging messaging apps to send promotional messages, offers, and updates directly to customers, enabling them to establish a direct and personalized connection with their target market. Another trend in the market is the integration of artificial intelligence (AI) and chatbots in direct messaging advertising. AI-powered chatbots are being used to automate conversations with customers, providing instant responses and personalized recommendations. This not only enhances the customer experience but also allows companies to scale their direct messaging advertising efforts. AI algorithms can analyze customer data and behavior to deliver targeted messages, increasing the effectiveness of direct messaging campaigns.

Local special circumstances: Belgium has a high smartphone penetration rate, with a large portion of the population owning and using smartphones on a regular basis. This provides a favorable environment for direct messaging advertising, as it allows companies to reach customers anytime and anywhere. Moreover, Belgium has a highly connected population, with a strong internet infrastructure and widespread access to high-speed internet. This enables seamless communication and interaction between companies and customers through direct messaging platforms.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Belgium is also influenced by macroeconomic factors such as the overall economic growth and consumer spending. As the economy grows, companies have more resources to invest in advertising and marketing strategies, including direct messaging advertising. Additionally, consumer spending patterns play a crucial role in shaping the advertising landscape. When consumers have higher disposable income, they are more likely to engage with and respond to direct messaging advertisements. In conclusion, the Direct Messaging Advertising market in Belgium is experiencing growth and development due to customer preferences for personalized advertising, the increasing use of messaging apps, the integration of AI and chatbots, local special circumstances such as high smartphone penetration and internet connectivity, and underlying macroeconomic factors such as economic growth and consumer spending. These factors contribute to the effectiveness and success of direct messaging advertising as a marketing strategy in Belgium.

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.