Instant Messaging Advertising - Eastern Europe

Ad spending in the Instant Messaging Advertising market in Eastern Europe is forecasted to reach US$2.49m in 2024.
The sector is expected to experience an annual growth rate (CAGR 2024-2030) of 3.88%, leading to a projected market volume of US$3.13m by 2030.
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 anticipated to be US$0.01 in 2024.
In Eastern Europe, Instant Messaging Advertising is gaining traction as companies in Poland leverage its targeted reach to engage tech-savvy consumers effectively.

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 Eastern Europe is experiencing significant growth due to changing customer preferences and the increasing popularity of instant messaging platforms in the region.

Customer preferences: Customers in Eastern Europe are increasingly using instant messaging platforms as a primary mode of communication. These platforms offer convenience, real-time communication, and the ability to connect with a large number of people simultaneously. As a result, advertisers are recognizing the potential of instant messaging platforms to reach a wide audience and are investing in advertising on these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Eastern Europe is the rise of native advertising. Native advertising seamlessly integrates with the content of the instant messaging platform, providing a non-disruptive and engaging experience for users. Advertisers are leveraging this trend by creating sponsored content that aligns with the interests and preferences of the platform's users. Another trend in the market is the use of targeted advertising. Instant messaging platforms collect a vast amount of user data, including demographic information, interests, and online behavior. Advertisers can use this data to target their ads to specific segments of the platform's user base, ensuring that their messages reach the right audience at the right time.

Local special circumstances: Eastern Europe has a large and diverse population, with different languages, cultures, and preferences. Advertisers operating in this market need to consider these local special circumstances and tailor their advertising campaigns accordingly. Localization of content and messaging is crucial to resonate with the target audience and drive engagement.

Underlying macroeconomic factors: The economic growth in Eastern Europe has led to an increase in disposable income, which in turn has fueled consumer spending. Advertisers are capitalizing on this trend by investing more in advertising on instant messaging platforms to reach the growing consumer base. Furthermore, the increasing penetration of smartphones and internet connectivity in Eastern Europe has made instant messaging platforms more accessible to a larger population. This has resulted in a higher number of active users on these platforms, providing advertisers with a larger potential audience for their advertising campaigns. In conclusion, the Instant Messaging Advertising market in Eastern Europe is experiencing growth due to changing customer preferences, the rise of native advertising, the use of targeted advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are recognizing the potential of instant messaging platforms to reach a wide audience and are investing in advertising on these platforms to capitalize on this opportunity.

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.