Direct Messaging Advertising - Benelux

Ad spending in the Direct Messaging Advertising market in Benelux is forecasted to reach US$1.20bn in 2024.
The expected annual growth rate (CAGR 2024-2030) of ad spending is -0.45%, leading to a projected market volume of US$1.16bn by 2030.
Direct Mail Advertising holds the largest market share in Benelux with a volume of US$846.80m in 2024.
When compared globally, the United States leads in ad spending with US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is projected to be US$39.78 in Benelux in 2024.
In Benelux, Direct Messaging Advertising is seeing a shift towards personalized, interactive campaigns to engage consumers effectively 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 Benelux is experiencing significant growth due to several key factors.

Customer preferences: Customers in the Benelux region have shown a strong preference for personalized and targeted advertising. They are more likely to engage with brands that deliver relevant and timely messages directly to their messaging apps. This preference for direct messaging advertising is driven by the convenience and immediacy of receiving promotions and offers directly on their mobile devices. Additionally, customers in Benelux are increasingly concerned about privacy and data security, and direct messaging advertising offers a more secure and controlled environment compared to other forms of digital advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Benelux is the increasing adoption of chatbots. Chatbots are automated messaging systems that can interact with customers and provide personalized recommendations, answer questions, and assist with purchases. This trend is driven by the desire of businesses to provide a seamless and efficient customer experience. Chatbots can be integrated into messaging apps, allowing businesses to reach customers directly and provide personalized recommendations based on their preferences and previous interactions. Another trend in the market is the use of artificial intelligence (AI) and machine learning algorithms to optimize direct messaging advertising campaigns. These technologies enable businesses to analyze large amounts of data and identify patterns and trends in customer behavior. By leveraging AI and machine learning, businesses can deliver more targeted and personalized advertising messages, increasing the effectiveness of their campaigns.

Local special circumstances: The Benelux region has a highly connected population, with a high percentage of smartphone users and active social media users. This high level of connectivity and digital engagement provides a fertile ground for the growth of direct messaging advertising. Additionally, the region has a strong culture of entrepreneurship and innovation, with many startups and technology companies based in the area. This entrepreneurial spirit has led to the development of innovative direct messaging advertising solutions tailored to the needs of businesses in the Benelux market.

Underlying macroeconomic factors: The Benelux region has a stable and prosperous economy, which provides a favorable environment for businesses to invest in direct messaging advertising. The region has a high per capita income and a strong consumer market, making it an attractive target for advertisers. Additionally, the region has a well-developed digital infrastructure, with high internet penetration rates and a robust mobile network. These factors contribute to the growth of direct messaging advertising in the Benelux market. In conclusion, the Direct Messaging Advertising market in Benelux is experiencing significant growth due to customer preferences for personalized and targeted advertising, the adoption of chatbots and AI technologies, local special circumstances such as high digital connectivity and a culture of innovation, and underlying macroeconomic factors such as a stable economy and strong consumer market. This growth is expected to continue as businesses in the region recognize the effectiveness and potential of direct messaging advertising in reaching and engaging with 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.