Instant Messaging Advertising - Nordics

Ad spending in the Instant Messaging Advertising market in Nordics is forecasted to reach US$2.85m in 2024.
The market is expected to display an annual growth rate (CAGR 2024-2030) of 2.72%, leading to a projected market volume of US$3.35m 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 projected to be US$0.11 in 2024.
In the Nordics, Instant Messaging Advertising is experiencing a surge in popularity among tech-savvy consumers, driving brands to invest more in this dynamic market segment.

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

Instant Messaging Advertising is a rapidly growing market in the Nordics, driven by the increasing popularity of messaging apps and the shift towards digital advertising. Customer preferences in the Nordics are heavily influenced by the region's tech-savvy population and high smartphone penetration rates. With a strong emphasis on privacy and data protection, customers in the Nordics are more likely to engage with brands that prioritize transparency and respect their privacy. They also value personalized and relevant content, making targeted instant messaging advertising a key strategy for brands looking to reach this audience. Trends in the market show a growing demand for native advertising within instant messaging apps. Native ads seamlessly blend into the user experience, providing a non-intrusive and engaging way for brands to connect with their audience. This trend is driven by the increasing popularity of ad-blocking software and the need for advertisers to find more effective ways to reach consumers. Another trend in the market is the rise of influencer marketing within instant messaging apps. Influencers have a strong presence on these platforms and can effectively promote products or services to their followers. Brands are leveraging this trend by partnering with influencers to create sponsored content that resonates with their target audience. Local special circumstances in the Nordics include the high level of trust in digital platforms and the willingness of consumers to engage with brands through instant messaging apps. This creates a unique opportunity for advertisers to build strong relationships with their target audience and drive brand loyalty. Underlying macroeconomic factors, such as the strong digital infrastructure and high disposable income levels in the Nordics, contribute to the growth of the instant messaging advertising market. The region's advanced technology and high internet penetration rates provide a solid foundation for digital advertising to thrive. Additionally, the high disposable income levels in the Nordics allow consumers to spend more on products and services, making them an attractive target for advertisers. In conclusion, the Instant Messaging Advertising market in the Nordics is developing rapidly due to customer preferences for personalized and relevant content, the rise of native advertising and influencer marketing, local special circumstances such as high trust in digital platforms, and underlying macroeconomic factors such as advanced technology and high disposable income levels. This market presents a great opportunity for brands to connect with the tech-savvy and privacy-conscious population in the Nordics.

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.