Instant Messaging Advertising - Pakistan

Ad spending in the Instant Messaging Advertising market in Pakistan is forecasted to reach US$101.10k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.67%, leading to an estimated market volume of US$157.40k by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market in Pakistan is set to be US$0.00 in 2024.
Pakistan's Instant Messaging Advertising market is rapidly expanding, leveraging the country's high mobile phone penetration and growing digital advertising budgets.

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 Pakistan is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Pakistan are increasingly turning to instant messaging platforms as their primary mode of communication. With the widespread adoption of smartphones and affordable internet access, instant messaging apps have become an integral part of people's daily lives. 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 Pakistan is the rise of personalized and targeted advertising. Instant messaging platforms have access to a wealth of user data, including demographics, interests, and online behavior. Advertisers are leveraging this data to deliver personalized ads that resonate with individual users, increasing the effectiveness and ROI of their campaigns. Another trend in the market is the integration of e-commerce within instant messaging platforms. Many messaging apps in Pakistan have introduced features that allow users to make purchases directly within the app. This integration has opened up new opportunities for advertisers to promote their products and services, leading to increased ad spending on instant messaging platforms.

Local special circumstances: Pakistan has a young and tech-savvy population, with a large percentage of its population under the age of 30. This demographic is highly active on instant messaging platforms, making it an attractive target for advertisers. Additionally, the rise of digital payments in Pakistan has made it easier for users to make purchases through instant messaging apps, further fueling the growth of the advertising market.

Underlying macroeconomic factors: Pakistan's economy has been experiencing steady growth in recent years, with an increasing middle class and rising disposable incomes. This growth has led to increased consumer spending, including on digital platforms. As a result, advertisers are allocating more of their budgets to instant messaging advertising to capitalize on the growing consumer market. In conclusion, the Instant Messaging Advertising market in Pakistan is witnessing significant growth and development due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging the popularity of instant messaging platforms to reach a large and engaged audience, and the integration of e-commerce within these platforms is further driving ad spending. With the continued growth of Pakistan's economy and the increasing adoption of digital technologies, the Instant Messaging Advertising market is expected to continue its upward trajectory.

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.