Direct Messaging Advertising - Ethiopia

Ad spending in the Direct Messaging Advertising market in Ethiopia is forecasted to reach US$7.85m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 1.40%, leading to a projected market volume of US$8.53m by 2030.
Direct Mail Advertising holds the largest market share in Ethiopia with a volume of US$5.58m 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 in Ethiopia is estimated to be US$0.06 in 2024.
In Ethiopia, Direct Messaging Advertising is on the rise, with businesses leveraging personalized messaging to engage with their target audiences effectively.

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 Ethiopia is experiencing significant growth and development.

Customer preferences: Customers in Ethiopia are increasingly turning to direct messaging advertising as a way to connect with businesses and brands. This preference can be attributed to the widespread use of mobile phones and the popularity of messaging apps. Ethiopian consumers are highly engaged with their mobile devices, and messaging apps provide a convenient and direct way for businesses to reach them. Additionally, direct messaging advertising allows for personalized and targeted communication, which is appealing to customers who value personalized experiences.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Ethiopia is the rise of chatbot technology. Chatbots are automated messaging systems that can interact with customers and provide them with information or assistance. In Ethiopia, chatbots are being used by businesses to handle customer inquiries, provide product recommendations, and even complete transactions. This trend is driven by the need for businesses to scale their customer service operations and provide round-the-clock support. Chatbots are cost-effective and efficient, making them an attractive solution for businesses in Ethiopia. Another trend in the market is the integration of direct messaging advertising with social media platforms. Social media is highly popular in Ethiopia, with platforms like Facebook and Instagram having a large user base. Businesses are leveraging this popularity by incorporating direct messaging advertising into their social media strategies. This allows them to engage with customers directly on these platforms and build stronger relationships. The integration of direct messaging advertising with social media also enables businesses to track and measure the effectiveness of their campaigns, providing valuable insights for future marketing efforts.

Local special circumstances: Ethiopia has a unique market landscape that influences the development of the Direct Messaging Advertising market. The country has a large youth population, with a significant portion of the population under the age of 30. This demographic is highly active on messaging apps and social media, making direct messaging advertising an effective way to reach them. Additionally, Ethiopia has a growing middle class with increasing purchasing power. These consumers are more likely to engage with direct messaging advertising and make purchases online.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Ethiopia is also influenced by underlying macroeconomic factors. The country has been experiencing steady economic growth in recent years, which has led to an increase in disposable income. This, in turn, has contributed to the growth of consumer spending and the demand for products and services. As businesses seek to capitalize on this growing market, they are turning to direct messaging advertising as a cost-effective and efficient way to reach potential customers. Additionally, the government of Ethiopia has been investing in infrastructure development, including improving internet connectivity and expanding mobile network coverage. These investments have facilitated the growth of the digital economy and the adoption of direct messaging advertising.

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.