Instant Messaging Advertising - Eastern Asia

Eastern Asia

Highlights

Ad spending in the Instant Messaging Advertising market in Eastern Asia is forecasted to reach US$54.87m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 5.99%, leading to a projected market volume of US$77.80m by 2030.
When compared globally, the United States is anticipated to contribute the most to ad spending, with US$74.28m in 2024.
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.04 in 2024.
In Eastern Asia, Japan leads the Instant Messaging Advertising market with innovative strategies tailored to the local consumer behavior.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in Eastern Asia is experiencing significant growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Eastern Asia are driving the growth of the Instant Messaging Advertising market. With the increasing popularity of instant messaging platforms such as WeChat in China, Line in Japan, and KakaoTalk in South Korea, users are spending more time on these platforms. This provides advertisers with a unique opportunity to reach a large and engaged audience. Additionally, customers in Eastern Asia prefer personalized and interactive advertising experiences, which can be easily achieved through instant messaging platforms. Trends in the market are also contributing to the growth of Instant Messaging Advertising in Eastern Asia. Advertisers are increasingly shifting their budgets from traditional forms of advertising to digital advertising, and instant messaging platforms are becoming a key channel for reaching consumers. These platforms offer advanced targeting capabilities, allowing advertisers to reach specific demographics and interests. Furthermore, the rise of mobile usage in Eastern Asia has made instant messaging platforms even more accessible, as users can access these platforms on their smartphones anytime and anywhere. Local special circumstances in Eastern Asia are further driving the growth of Instant Messaging Advertising. For example, in China, where social media platforms such as Facebook and Twitter are banned, instant messaging platforms like WeChat have become the primary means of communication and social interaction. This has created a captive audience for advertisers, as users spend a significant amount of time on these platforms. Similarly, in Japan and South Korea, where instant messaging platforms are widely used, advertisers are leveraging these platforms to connect with consumers in a more personalized and targeted way. Underlying macroeconomic factors are also contributing to the growth of the Instant Messaging Advertising market in Eastern Asia. The region's strong economic growth and increasing disposable income have led to a growing consumer market. Advertisers are capitalizing on this by investing more in advertising to reach the growing consumer base. Additionally, the rapid technological advancements in Eastern Asia, particularly in mobile and internet connectivity, have made it easier for advertisers to target and engage with consumers through instant messaging platforms. In conclusion, the Instant Messaging Advertising market in Eastern Asia is experiencing significant growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of instant messaging platforms to reach a large and engaged audience, and are capitalizing on the opportunities presented by these platforms. With the continued growth of the digital advertising industry and the increasing popularity of instant messaging platforms, the Instant Messaging Advertising market in Eastern Asia is expected to continue its upward trajectory.

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.