Instant Messaging Advertising - New Zealand

Ad spending in the Instant Messaging Advertising market in New Zealand is forecasted to reach US$496.20k in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 1.40%, leading to a projected market volume of US$539.20k by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market in New Zealand is projected to be US$0.10 in 2024.
In New Zealand, Instant Messaging Advertising is gaining traction among businesses looking to engage with tech-savvy consumers in a personalized and interactive way.

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 New Zealand has been experiencing significant growth in recent years.

Customer preferences: Customers in New Zealand have shown a strong preference for instant messaging as a means of communication. With the widespread use of smartphones and the increasing popularity of messaging apps, such as WhatsApp and Facebook Messenger, people are spending more time on these platforms. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through instant messaging advertising.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in New Zealand is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the desire to reach the right audience at the right time, and programmatic advertising enables advertisers to do just that. Another trend in the market is the use of personalized and interactive ads. With the ability to track user behavior and preferences, advertisers are able to deliver targeted ads that are more relevant to the individual user. This not only improves the user experience but also increases the effectiveness of the advertising campaign.

Local special circumstances: New Zealand has a relatively small population compared to other countries, which makes it an attractive market for advertisers. With a smaller audience, advertisers can focus their efforts on reaching a specific target market, resulting in higher engagement and conversion rates. Furthermore, New Zealand has a high smartphone penetration rate, with a large percentage of the population owning smartphones. This provides advertisers with a direct channel to reach their target audience through instant messaging apps, which are commonly used on smartphones.

Underlying macroeconomic factors: The growing Instant Messaging Advertising market in New Zealand can be attributed to several underlying macroeconomic factors. The country has a stable economy and a high standard of living, which means that consumers have more disposable income to spend on goods and services. Additionally, New Zealand has a strong digital infrastructure, with a high-speed internet connection available to a large portion of the population. This enables advertisers to deliver high-quality and engaging ads to users on instant messaging platforms. In conclusion, the Instant Messaging Advertising market in New Zealand is experiencing growth due to customer preferences for instant messaging, the adoption of programmatic advertising, the use of personalized and interactive ads, local special circumstances such as a small population and high smartphone penetration rate, and underlying macroeconomic factors such as a stable economy and strong digital infrastructure.

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.