Instant Messaging Advertising - Americas

Americas

Highlights

Ad spending in the Instant Messaging Advertising market in the Americas is forecasted to reach US$87.11m by 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.96%, leading to an estimated market volume of US$109.90m by 2030.
When compared globally, the United States is expected to contribute the most to ad spending, with US$74.28m projected in 2024.
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.10 for 2024.
In the Americas, the Instant Messaging Advertising market is rapidly growing, with companies leveraging chat apps for targeted and engaging ad placements.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in Americas is experiencing significant growth and development due to a variety of factors.

Customer preferences: Customers in the Americas are increasingly turning to instant messaging platforms as a primary means of communication. This shift in communication preferences has created a lucrative opportunity for advertisers to reach a large and engaged audience. With the rise of mobile devices and the convenience of instant messaging, customers are spending more time on these platforms, providing advertisers with a captive audience for their messages.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Americas is the increased use of targeted and personalized advertising. Advertisers are leveraging the vast amount of data collected by instant messaging platforms to deliver relevant and tailored advertisements to users. This approach not only increases the effectiveness of advertising campaigns but also enhances the user experience by providing them with content that is more likely to be of interest to them. Another trend in the market is the integration of e-commerce capabilities within instant messaging platforms. This allows advertisers to directly engage with customers and drive sales through in-app purchases. With the rise of social commerce and the increasing popularity of online shopping, this integration provides a seamless and convenient shopping experience for customers, while also generating revenue for advertisers.

Local special circumstances: The Americas is a diverse region with multiple countries, each with its own unique market characteristics. In North America, for example, the Instant Messaging Advertising market is highly developed, with a large number of users and a mature advertising ecosystem. Advertisers in this market are focused on delivering targeted and personalized advertisements to capture the attention of users. In Latin America, on the other hand, the Instant Messaging Advertising market is still evolving. With a growing number of internet users and smartphone penetration, advertisers are increasingly targeting this market to reach a young and tech-savvy audience. However, there are challenges in terms of language diversity and cultural nuances that advertisers need to consider when developing their advertising campaigns.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Americas is also influenced by underlying macroeconomic factors. The region has a strong economy, with high levels of consumer spending and a growing middle class. This provides advertisers with a large and affluent target audience for their products and services. Additionally, the Americas has a high mobile penetration rate, with a large percentage of the population owning smartphones. This widespread adoption of mobile devices has fueled the growth of instant messaging platforms and created a fertile ground for advertising. In conclusion, the Instant Messaging Advertising market in Americas is experiencing significant growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging the popularity of instant messaging platforms to reach a large and engaged audience, while also delivering targeted and personalized advertisements. With the continued growth of the region's economy and the widespread adoption of mobile devices, the Instant Messaging Advertising market in Americas is poised for further expansion in the coming years.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

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, and internet coverage. 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 internet users.

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.