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