Instant Messaging Advertising - Benelux

Ad spending in the Instant Messaging Advertising market in Benelux is forecasted to reach US$2.25m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 1.84%, leading to a projected market volume of US$2.51m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be US$0.08 in 2024.
In Benelux, Instant Messaging Advertising is gaining traction among businesses for its targeted reach and interactive engagement with consumers.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant 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.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Benelux has been experiencing significant growth in recent years.

Customer preferences: Customers in Benelux have shown a strong preference for instant messaging platforms as a means of communication. With a high smartphone penetration rate and a tech-savvy population, instant messaging apps have become an integral part of people's daily lives. This has created a lucrative opportunity for advertisers to reach a large and engaged audience through these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Benelux is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the growing demand for personalized and targeted advertising, as well as the need for advertisers to optimize their ad spend. Another trend in the market is the rise of influencer marketing on instant messaging platforms. Influencers have become a powerful marketing tool for brands, as they have a loyal and engaged following. By partnering with influencers on instant messaging platforms, brands can leverage their influence and reach a highly targeted audience. This trend is particularly popular among younger demographics, who are more likely to trust recommendations from influencers.

Local special circumstances: One of the special circumstances in the Instant Messaging Advertising market in Benelux is the multilingual nature of the region. Benelux consists of three countries - Belgium, the Netherlands, and Luxembourg - each with its own language(s). This presents a challenge for advertisers, as they need to create content that is relevant and appealing to each country's specific audience. Advertisers need to consider cultural nuances and language preferences to ensure their messaging resonates with the local population.

Underlying macroeconomic factors: The strong economic growth in Benelux has also contributed to the development of the Instant Messaging Advertising market. With a stable economy and high disposable income, consumers in Benelux have more purchasing power, making them an attractive target for advertisers. Additionally, the high internet penetration rate in the region has further fueled the growth of the Instant Messaging Advertising market, as more people have access to instant messaging platforms. In conclusion, the Instant Messaging Advertising market in Benelux is experiencing significant growth due to customer preferences for instant messaging platforms, the adoption of programmatic advertising, and the rise of influencer marketing. The multilingual nature of the region and the strong macroeconomic factors also play a role in shaping the market. As the market continues to evolve, advertisers need to stay ahead of the trends and adapt their strategies to effectively reach and engage the audience in Benelux.

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.

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.