Instant Messaging Advertising - CIS

Ad spending in the Instant Messaging Advertising market in CIS is forecasted to reach US$2.38m in 2024.
The sector is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 3.75%, leading to a projected market volume of US$2.97m by 2030.
When compared globally, the United States will account for the highest ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is expected to be US$0.01 in 2024.
In the CIS region, Instant Messaging Advertising is rapidly growing as companies capitalize on the high mobile internet penetration rates for targeted marketing campaigns.

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

Instant Messaging Advertising is a rapidly growing market in the CIS region, driven by the increasing popularity of messaging apps and the shift in consumer behavior towards digital platforms.

Customer preferences: Customers in the CIS region have shown a strong preference for instant messaging apps as a means of communication. This has created a significant opportunity for advertisers to reach a large and engaged audience through these platforms. Messaging apps offer a convenient and interactive way for users to communicate with their friends and family, and advertisers have recognized the potential to leverage this engagement for their marketing campaigns.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in the CIS region is the rise of personalized and targeted advertising. Messaging apps collect a wealth of data about their users, including their demographics, interests, and behaviors. Advertisers are able to leverage this data to deliver highly targeted and relevant ads to specific groups of users. This not only enhances the effectiveness of advertising campaigns but also improves the user experience by delivering ads that are more likely to be of interest to them. Another trend in the market is the integration of e-commerce features within messaging apps. This allows users to make purchases directly within the app, without the need to switch to a separate e-commerce platform. Advertisers are taking advantage of this trend by creating interactive and engaging ads that drive users to make purchases directly within the messaging app. This seamless integration of advertising and e-commerce is not only convenient for users but also provides advertisers with a direct and measurable way to drive sales.

Local special circumstances: The CIS region is characterized by a high smartphone penetration rate and a young and tech-savvy population. This makes it an attractive market for messaging app developers and advertisers. The popularity of messaging apps in the region can be attributed to several factors, including the low cost of data plans, the availability of affordable smartphones, and the increasing availability of high-speed internet connectivity. Additionally, the region has a large population of digital natives who are comfortable with using technology for communication and are open to engaging with brands through digital platforms.

Underlying macroeconomic factors: The Instant Messaging Advertising market in the CIS region is also influenced by macroeconomic factors. The region has experienced strong economic growth in recent years, leading to an increase in disposable income and consumer spending. This has created a favorable environment for advertisers, as consumers have more purchasing power and are more receptive to advertising messages. Additionally, the region has a large and growing middle class, which represents a significant consumer segment for advertisers. The combination of these factors has contributed to the growth of the Instant Messaging Advertising market in the CIS region.

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.