Instant Messaging Advertising - EU-27

EU-27

Highlights

Ad spending in the Instant Messaging Advertising market in EU-27 is forecasted to reach US$22.16m in 2024.
The expected annual growth rate (CAGR 2024-2030) is 2.76%, leading to a projected market volume of US$26.09m by 2030.
When compared globally, the United States is set to generate the most 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$0.06 in 2024.
In the EU-27, Instant Messaging Advertising is gaining traction due to the region's high smartphone penetration and tech-savvy population.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in EU-27 is witnessing significant growth and development due to changing customer preferences and underlying macroeconomic factors.

Customer preferences: Customers in the EU-27 region have increasingly adopted instant messaging platforms as their primary means of communication. With the rise of smartphones and the availability of high-speed internet, people are relying more on instant messaging apps to connect with friends, family, and colleagues. This shift in customer behavior has created a lucrative opportunity for advertisers to reach a large and engaged audience through instant messaging advertising.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in EU-27 is the growing demand for personalized and targeted advertisements. Instant messaging platforms have access to a wealth of user data, including demographics, interests, and behavior patterns. Advertisers are leveraging this data to deliver highly relevant and personalized ads to users, resulting in higher engagement and conversion rates. Additionally, the integration of artificial intelligence and machine learning technologies in instant messaging platforms is enabling advertisers to optimize their ad campaigns and deliver more effective results. Another trend in the market is the increasing popularity of native advertising within instant messaging apps. Native ads seamlessly blend with the user experience, appearing as natural content within the messaging interface. This approach allows advertisers to capture the attention of users without being intrusive or disruptive. As a result, native advertising is gaining traction in the Instant Messaging Advertising market in EU-27, as it provides a non-intrusive way to reach a large and engaged audience.

Local special circumstances: The Instant Messaging Advertising market in EU-27 is influenced by local regulations and cultural preferences. Each country within the EU-27 has its own set of rules and regulations regarding advertising, including data privacy and consent requirements. Advertisers need to navigate these regulations to ensure compliance and build trust with users. Additionally, cultural preferences and language diversity within the EU-27 region require advertisers to tailor their messaging and creative content to resonate with local audiences.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in EU-27 is also driven by underlying macroeconomic factors. The EU-27 region has a strong and stable economy, with a large consumer base that has significant purchasing power. Advertisers see the EU-27 market as an attractive opportunity to promote their products and services to a receptive audience. Furthermore, the increasing digitalization of businesses and the growing importance of online advertising have contributed to the growth of the Instant Messaging Advertising market in EU-27. In conclusion, the Instant Messaging Advertising market in EU-27 is experiencing growth and development due to changing customer preferences, such as the increased adoption of instant messaging platforms, and underlying macroeconomic factors, including a strong economy and the digitalization of businesses. Advertisers are leveraging these trends to deliver personalized and targeted ads, as well as native advertising, to reach a large and engaged audience. However, they also need to navigate local regulations and cultural preferences to ensure compliance and resonate with local audiences.

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.