Direct Messaging Advertising - Finland

Ad spending in the Direct Messaging Advertising market in Finland is projected to reach US$190.60m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of -0.37%, resulting in a projected market volume of US$186.40m by 2030.
Finland's largest market is Direct Mail Advertising with a market volume of US$133.70m in 2024.
In global comparison, most ad spending will be generated the United States (US$29.98bn in 2024).
The average ad spending per capita in the Direct Messaging Advertising market in Finland is projected to amount to US$34.34 in 2024.
Finland's Direct Messaging Advertising market is seeing a shift towards personalized, data-driven campaigns to target specific consumer segments 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 Finland is experiencing significant growth and development.

Customer preferences: Customers in Finland are increasingly embracing direct messaging advertising as a preferred communication channel. This is driven by the convenience and personalization offered by direct messaging platforms, which allow businesses to engage with their customers on a more personal level. Additionally, customers appreciate the non-intrusive nature of direct messaging advertising, as they can choose to engage with the messages at their own convenience.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Finland is the rise of chatbots. Chatbots are automated messaging systems that can interact with customers in real-time, providing personalized recommendations and assistance. This trend is driven by advancements in artificial intelligence and natural language processing, which enable chatbots to understand and respond to customer queries in a more human-like manner. Chatbots not only enhance the customer experience but also help businesses streamline their operations and improve efficiency. Another trend in the market is the integration of direct messaging advertising with social media platforms. Social media platforms such as Facebook Messenger and WhatsApp are increasingly being used as channels for direct messaging advertising. This trend is driven by the popularity of social media among Finnish consumers and the ability of these platforms to reach a large audience. By integrating direct messaging advertising with social media, businesses can leverage the extensive user base and engagement on these platforms to effectively promote their products and services.

Local special circumstances: Finland has a highly connected population, with a high internet penetration rate and a strong mobile infrastructure. This makes it an ideal market for direct messaging advertising, as customers are easily accessible through their mobile devices. Additionally, Finnish consumers are known for their high levels of digital literacy and willingness to embrace new technologies. This makes them more receptive to direct messaging advertising and increases the potential for businesses to effectively engage with their target audience.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Finland is also influenced by the overall economic conditions in the country. Finland has a stable economy with a high standard of living, which translates to higher purchasing power among consumers. This provides businesses with the opportunity to target a financially stable customer base that is more likely to make purchases. Furthermore, the strong presence of multinational companies in Finland provides additional opportunities for direct messaging advertising, as these companies often have larger marketing budgets and are more willing to invest in innovative advertising strategies. In conclusion, the Direct Messaging Advertising market in Finland is experiencing significant growth and development. Customer preferences for convenience and personalization, coupled with advancements in technology, are driving the adoption of direct messaging advertising. The integration of direct messaging advertising with social media platforms and the use of chatbots are key trends in the market. Finland's highly connected population, high digital literacy, and stable economy contribute to the growth of the market.

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.