Direct Messaging Advertising - EU-27

Ad spending in the Direct Messaging Advertising market in EU-27 is forecasted to reach US$11.41bn in 2024.
The expected annual growth rate (CAGR 2024-2030) is 0.38%, leading to a projected market volume of US$11.68bn by 2030.
Direct Mail Advertising holds the largest market share with a volume of US$8.02bn in 2024 within EU-27.
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 estimated to be US$25.51 in 2024 within EU-27.
In the EU-27, Direct Messaging Advertising is seeing a shift towards personalized, interactive content to engage audiences effectively and drive brand messaging.

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 EU-27 is experiencing significant growth and development.

Customer preferences: Customers in the EU-27 are increasingly turning to direct messaging platforms as a means of communication. These platforms offer convenience and immediacy, allowing individuals to connect with friends, family, and businesses in real-time. As a result, advertisers are recognizing the potential of direct messaging advertising to reach a large and engaged audience.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in EU-27 is the rise of personalized and targeted messaging. Advertisers are leveraging data and analytics to deliver highly relevant and personalized messages to consumers. This approach not only enhances the effectiveness of advertising campaigns but also improves the overall customer experience. Another trend in the market is the integration of chatbots and artificial intelligence (AI) technologies. Chatbots are becoming increasingly sophisticated, allowing businesses to automate customer interactions and provide personalized recommendations. This not only improves customer satisfaction but also offers opportunities for targeted advertising within the messaging platform. Furthermore, there is a growing trend towards the use of multimedia content in direct messaging advertising. Advertisers are leveraging the visual and interactive capabilities of messaging platforms to create engaging and memorable experiences for consumers. This includes the use of videos, images, gifs, and interactive elements to capture the attention of users and drive brand engagement.

Local special circumstances: The Direct Messaging Advertising market in EU-27 is influenced by local regulations and cultural preferences. Each country within the EU-27 has its own unique advertising landscape, with different consumer behaviors and preferences. Advertisers need to consider these local special circumstances when developing their messaging strategies, ensuring that they align with local cultural norms and legal requirements.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in EU-27 can also be attributed to underlying macroeconomic factors. The EU-27 has a large and diverse population, with high levels of internet penetration and smartphone usage. This provides a fertile ground for advertisers to reach a wide audience through direct messaging platforms. Additionally, the increasing digitalization of the economy and the growing importance of e-commerce have fueled the demand for direct messaging advertising. As more businesses move online and consumers rely on digital channels for their shopping needs, the need for effective advertising strategies becomes paramount. In conclusion, the Direct Messaging Advertising market in EU-27 is experiencing growth and development due to customer preferences for convenient and immediate communication, the rise of personalized and targeted messaging, the integration of chatbots and AI technologies, and the use of multimedia content. Local special circumstances and underlying macroeconomic factors also contribute to the market's growth. Advertisers in the EU-27 should consider these trends and factors when developing their messaging strategies to effectively 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.