Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - D-A-CH

D-A-CH

Ad spending in the Instant Messaging Advertising market in D-A-CH is forecasted to reach US$7.86m by 2024.
The market is expected to experience a compound annual growth rate (CAGR 2024-2029) of 2.75%, leading to a projected market volume of US$9.00m by 2029.
When compared globally, the United States will 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$0.09 in 2024.
In D-A-CH, the Instant Messaging Advertising market is thriving, with companies leveraging innovative strategies to engage consumers effectively.

Key regions: United Kingdom, Japan, China, France, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Instant Messaging Advertising market in D-A-CH is experiencing significant growth due to changing customer preferences and the increasing popularity of messaging apps in the region.

Customer preferences: Customers in D-A-CH are increasingly using messaging apps as their primary mode of communication, surpassing traditional methods such as phone calls and emails. This shift in customer behavior has created a lucrative opportunity for advertisers to reach their target audience through instant messaging platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in D-A-CH is the rise of personalized and interactive ads. Advertisers are leveraging the data collected from messaging apps to create tailored advertisements that resonate with individual users. This personalization not only increases the effectiveness of the ads but also enhances the overall user experience. Another trend in the market is the integration of e-commerce within messaging apps. Users can now browse and purchase products directly within the app, making it easier and more convenient for them to make purchases. This integration has opened up new opportunities for advertisers to promote their products and services within the messaging environment.

Local special circumstances: The D-A-CH region consists of three countries - Germany, Austria, and Switzerland - each with its own unique cultural and linguistic characteristics. Advertisers need to be mindful of these differences and tailor their messaging campaigns accordingly. Understanding the local customs, language preferences, and cultural nuances is crucial for successful advertising in the region.

Underlying macroeconomic factors: The strong economic growth in the D-A-CH region has contributed to the growth of the Instant Messaging Advertising market. With a stable and prosperous economy, consumers in D-A-CH have more disposable income to spend on products and services. This has led to an increase in advertising budgets, as companies seek to capitalize on the growing consumer demand. Additionally, the high smartphone penetration rate in D-A-CH has fueled the popularity of messaging apps. With a large number of users actively engaged on these platforms, advertisers have a wide audience to target. The convenience and accessibility of messaging apps make them an ideal channel for reaching consumers effectively. In conclusion, the Instant Messaging Advertising market in D-A-CH is witnessing significant growth due to changing customer preferences and the increasing popularity of messaging apps. Advertisers are leveraging personalized and interactive ads to engage with users, while the integration of e-commerce within messaging apps provides new opportunities for promotion. Advertisers must also consider the local special circumstances and tailor their campaigns accordingly. The strong macroeconomic factors, including the region's stable economy and high smartphone penetration rate, further contribute to the growth of the market.

Methodology

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.