Direct Messaging Advertising - Eastern Europe

Ad spending in the Direct Messaging Advertising market in Eastern Europe is forecasted to reach US$1.15bn in 2024.
The market is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.39%, leading to a projected market volume of US$1.24bn by 2030.
The largest market in Eastern Europe is Direct Mail Advertising, with a market volume of US$789.60m in 2024.
When compared globally, the United States will generate the most ad spending, amounting to US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market in Eastern Europe is estimated to be US$4.82 in 2024.
In Eastern Europe, Direct Messaging Advertising is rapidly growing in countries like Poland, leveraging local language proficiency for targeted campaigns.

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 Europe is experiencing significant growth and development in recent years.

Customer preferences: Customers in Eastern Europe have shown a strong preference for direct messaging advertising as a means of communication with businesses. This preference is driven by the convenience and immediacy of direct messaging platforms, which allow customers to interact with brands in real-time. Additionally, customers appreciate the personalized nature of direct messaging advertising, as it allows them to receive targeted messages and offers based on their individual preferences and needs.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Eastern Europe is the increasing adoption of messaging apps by businesses. As more and more people in the region use messaging apps as their primary means of communication, businesses are recognizing the opportunity to reach their target audience through these platforms. This has led to a rise in the number of businesses using direct messaging advertising as part of their marketing strategy. Another trend in the market is the integration of artificial intelligence (AI) and chatbots into direct messaging advertising. AI-powered chatbots are being used by businesses to automate customer interactions and provide personalized recommendations and support. This not only enhances the customer experience but also allows businesses to scale their direct messaging advertising efforts without increasing their resources.

Local special circumstances: One of the unique aspects of the Direct Messaging Advertising market in Eastern Europe is the diversity of messaging apps used by customers. While global platforms like WhatsApp and Facebook Messenger are popular, there are also several local messaging apps that have a significant user base in the region. This presents both opportunities and challenges for businesses, as they need to tailor their direct messaging advertising strategies to the specific platforms used by their target audience.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Eastern Europe is also influenced by underlying macroeconomic factors. The region has seen steady economic growth in recent years, which has led to an increase in disposable income and consumer spending. As a result, businesses are investing more in marketing and advertising, including direct messaging advertising, to capture the attention and purchasing power of the growing consumer base. In conclusion, the Direct Messaging Advertising market in Eastern Europe is developing rapidly due to customer preferences for convenience and personalization, the increasing adoption of messaging apps by businesses, the integration of AI and chatbots, the diversity of messaging apps used by customers, and the underlying macroeconomic factors driving economic growth in the region.

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.