Direct Messaging Advertising - Eastern Asia

Ad spending in the Direct Messaging Advertising market in Eastern Asia is forecasted to reach US$22.10bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 2.23%, leading to a projected market volume of US$25.22bn by 2030.
Direct Mail Advertising holds the largest market share in Eastern Asia with a volume of US$15.48bn 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 anticipated to be US$13.52 in 2024.
In South Korea, direct messaging advertising is gaining popularity among brands seeking personalized and targeted communication with consumers in a tech-savvy 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 Eastern Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Asia have shifted towards digital communication channels, such as messaging apps, as a primary means of communication. This has created a fertile ground for direct messaging advertising, as brands and marketers recognize the potential to reach a large and engaged audience through these platforms. Additionally, customers in Eastern Asia have shown a preference for personalized and targeted advertising, which can be effectively delivered through direct messaging. Trends in the market indicate a growing reliance on mobile devices and the increasing popularity of messaging apps in Eastern Asia. With the widespread adoption of smartphones and the availability of affordable mobile data plans, more and more people are using messaging apps as their primary mode of communication. This has led to a surge in the number of active users on messaging platforms, creating a vast audience for direct messaging advertising. Furthermore, messaging apps in Eastern Asia have evolved beyond simple text messaging, offering features such as voice and video calls, stickers, and multimedia sharing. This provides advertisers with new and creative ways to engage with their target audience. Local special circumstances in Eastern Asia, such as the dominance of homegrown messaging apps and cultural preferences for privacy and convenience, have also contributed to the development of the direct messaging advertising market. In countries like China, Japan, and South Korea, homegrown messaging apps like WeChat, Line, and KakaoTalk have gained immense popularity and have become an integral part of people's daily lives. These messaging apps have developed sophisticated advertising platforms, allowing brands to connect with users in a seamless and targeted manner. Underlying macroeconomic factors, such as the growing middle class, rapid urbanization, and increasing internet penetration rates, have also played a role in the development of the direct messaging advertising market in Eastern Asia. As more people gain access to smartphones and the internet, the potential audience for direct messaging advertising expands. Additionally, the rise of e-commerce and digital payment systems in the region has created new opportunities for brands to leverage direct messaging advertising to drive sales and conversions. In conclusion, the Direct Messaging Advertising market in Eastern Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As messaging apps continue to evolve and gain popularity in the region, the direct messaging advertising market is expected to further expand and offer new opportunities for brands and marketers to engage 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.