Key regions: United Kingdom, Japan, China, France, Germany
The Instant Messaging Advertising market in BRICS is experiencing significant growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in the BRICS countries are increasingly using instant messaging platforms for communication, making it an attractive advertising channel. Instant messaging apps offer a convenient and direct way for businesses to reach their target audience. Users appreciate the ability to receive personalized and targeted advertisements based on their interests and preferences. Additionally, the interactive nature of instant messaging allows for greater engagement and interaction between brands and consumers.
Trends in the market: The Instant Messaging Advertising market in BRICS is witnessing several key trends. Firstly, there is a growing demand for mobile advertising as smartphone penetration continues to rise in these countries. Mobile instant messaging apps are becoming the primary mode of communication for many individuals, creating a captive audience for advertisers. Secondly, there is a shift towards native advertising within instant messaging platforms. Native ads seamlessly blend into the user experience, making them more effective and less intrusive. This trend is driven by the desire to provide a more personalized and non-disruptive advertising experience for users.
Local special circumstances: Each BRICS country has its own unique set of circumstances that influence the development of the Instant Messaging Advertising market. In Brazil, for example, the high smartphone penetration rate and the popularity of messaging apps among the younger population make it an attractive market for advertisers. In Russia, the dominance of the messaging app, Telegram, presents a unique opportunity for advertisers to reach a large user base. In India, the low cost of mobile data and the increasing adoption of smartphones are driving the growth of instant messaging advertising. In China, the presence of super apps like WeChat and QQ provides a comprehensive platform for advertisers to reach a wide range of users.
Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in BRICS is also influenced by underlying macroeconomic factors. The BRICS countries are experiencing rapid urbanization and a rising middle class, leading to increased consumer spending power. This provides a larger market for advertisers to target and a greater demand for products and services. Additionally, the digital transformation and increasing internet penetration in these countries are creating new opportunities for advertisers to reach a larger audience. The BRICS countries are also witnessing a shift towards a digital economy, with more businesses adopting online platforms for their operations. This creates a favorable environment for instant messaging advertising as businesses seek to leverage the popularity of messaging apps to promote their products and services. In conclusion, the Instant Messaging Advertising market in BRICS is growing due to customer preferences for personalized and interactive advertising, key trends in the market such as mobile advertising and native advertising, local special circumstances in each country, and underlying macroeconomic factors like urbanization, rising middle class, and digital transformation. This market presents significant opportunities for businesses to reach their target audience effectively and engage with them on a more personal level.
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.
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