The Direct Messaging Advertising market in BRICS is experiencing significant growth and development due to changing customer preferences and local special circumstances.
Customer preferences: Customers in BRICS countries are increasingly relying on direct messaging platforms for communication and information exchange. This shift in preference towards instant messaging has created a huge opportunity for advertisers to reach their target audience directly. With the rise of smartphones and internet penetration, consumers are spending more time on messaging apps, making it an ideal platform for advertisers to engage with their customers.
Trends in the market: The Direct Messaging Advertising market in BRICS is witnessing several key trends. Firstly, there is a growing demand for personalized and targeted advertising. Advertisers are leveraging the data collected from messaging apps to deliver relevant and customized ads to users. This trend is driven by the increasing need to cut through the clutter and deliver messages that resonate with consumers. Secondly, there is a rise in the use of chatbots for advertising purposes. Chatbots are automated messaging tools that can interact with users and provide them with information or assistance. Advertisers are using chatbots to engage with customers in a more interactive and personalized way, enhancing the overall user experience.
Local special circumstances: Each BRICS country has its own unique set of circumstances that contribute to the development of the Direct Messaging Advertising market. For example, in Brazil, the high mobile penetration rate and the popularity of messaging apps like WhatsApp have created a fertile ground for advertisers to reach a large and engaged audience. In Russia, the dominance of the messaging app VKontakte and the popularity of chatbots have fueled the growth of Direct Messaging Advertising.
Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in BRICS can be attributed to several macroeconomic factors. Firstly, the increasing disposable income in these countries has led to a rise in consumer spending, creating a lucrative market for advertisers. Secondly, the rapid urbanization and technological advancements have facilitated the adoption of messaging apps, providing a platform for advertisers to connect with a large and diverse audience. Lastly, the favorable regulatory environment and government support for digital advertising have also contributed to the growth of the market. In conclusion, the Direct Messaging Advertising market in BRICS is experiencing significant growth and development due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are capitalizing on the popularity of messaging apps and leveraging technologies like chatbots to deliver personalized and targeted ads. With the continued growth of smartphone penetration and internet connectivity, the Direct Messaging Advertising market in BRICS is expected to further expand in the coming years.
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.
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