Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - MENA

MENA

Ad spending in the Instant Messaging Advertising market in MENA is forecasted to reach US$3.65m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of 3.76%, leading to a projected market volume of US$4.39m by 2029.
In a global context, the United States will generate the most ad spending (US$74.28m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market in MENA is US$0.01 in 2024.
In the MENA region, Instant Messaging Advertising is rapidly gaining traction as businesses capitalize on the region's high smartphone penetration and tech-savvy population.

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

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Analyst Opinion

The Instant Messaging Advertising market in MENA is experiencing significant growth and development driven by various factors.

Customer preferences: Customers in the MENA region are increasingly turning to instant messaging platforms for communication, creating a vast audience for advertisers to target. The preference for instant messaging over traditional forms of communication is influencing advertisers to shift their focus towards these platforms to reach their target audience effectively.

Trends in the market: In the MENA region, there is a noticeable trend of personalized and interactive advertising on instant messaging platforms. Advertisers are leveraging the interactive features of these platforms to engage with users in a more personalized manner, leading to higher conversion rates. Additionally, the use of chatbots for advertising purposes is gaining popularity in the region, providing users with instant responses and enhancing the overall customer experience.

Local special circumstances: One of the unique aspects of the MENA region is its diverse population with varying cultural and linguistic preferences. Advertisers operating in this market need to tailor their messaging and content to resonate with the local audience effectively. Moreover, the high smartphone penetration rates in the region are driving the adoption of instant messaging platforms, presenting advertisers with a lucrative opportunity to connect with consumers on a device they use frequently throughout the day.

Underlying macroeconomic factors: The growing digital infrastructure and internet penetration rates in the MENA region are facilitating the widespread use of instant messaging platforms. As more consumers gain access to the internet and smartphones, the potential reach of instant messaging advertising continues to expand. Additionally, the increasing disposable incomes in certain countries within the region are leading to higher consumer spending, providing advertisers with a larger market to target through these platforms.

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), 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 Consumer Insightsis reweighted for representativeness.