Instant Messaging Advertising - South Korea

South Korea

Highlights

Ad spending in the Instant Messaging Advertising market in South Korea is forecasted to reach US$2.82m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 2.79%, leading to a projected market volume of US$3.32m 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 is projected to be US$0.06 in 2024.
In South Korea, Instant Messaging Advertising is gaining traction as brands capitalize on the popularity of messaging apps for targeted and engaging marketing campaigns.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Instant Messaging Advertising market in South Korea has been experiencing significant growth in recent years.

Customer preferences: South Korean consumers have shown a strong preference for instant messaging platforms as a means of communication. With the rise of smartphones and mobile internet usage, instant messaging apps have become an integral part of people's daily lives. These apps not only allow users to send text messages, but also offer various features such as voice and video calls, group chats, and multimedia sharing. As a result, advertisers have recognized the potential of reaching a large and engaged audience through these platforms.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in South Korea is the increasing adoption of mobile advertising. As more and more people use instant messaging apps on their smartphones, advertisers are shifting their focus towards mobile advertising to effectively reach their target audience. Mobile advertising offers advantages such as location-based targeting, interactive ad formats, and the ability to track and measure campaign performance. Advertisers are leveraging these features to create personalized and engaging ads that resonate with South Korean consumers. Another trend in the market is the integration of e-commerce within instant messaging apps. South Korea has a thriving e-commerce market, and instant messaging platforms are capitalizing on this by allowing users to make purchases directly within the app. This integration creates opportunities for advertisers to promote their products or services through targeted ads within the e-commerce section of these apps. This trend is driven by the convenience and seamless user experience that instant messaging apps offer, making it easier for consumers to discover and purchase products.

Local special circumstances: South Korea has one of the highest smartphone penetration rates in the world, with a tech-savvy population that embraces new technologies. This has created a favorable environment for the growth of the Instant Messaging Advertising market. Additionally, South Korean consumers are known for their high engagement with digital content, including social media and messaging apps. This high level of engagement presents a lucrative opportunity for advertisers to connect with their target audience and drive brand awareness.

Underlying macroeconomic factors: The South Korean economy has been steadily growing, with a strong focus on technology and innovation. This has led to increased investment in the digital advertising sector, including instant messaging advertising. Advertisers are recognizing the potential of reaching a large and engaged audience through instant messaging platforms, and are allocating more resources towards this form of advertising. Furthermore, the government has been supportive of the digital advertising industry, implementing policies to encourage innovation and growth in the sector. In conclusion, the Instant Messaging Advertising market in South Korea is experiencing significant growth due to the strong customer preference for instant messaging platforms, the increasing adoption of mobile advertising, the integration of e-commerce within these apps, the tech-savvy population, and the supportive macroeconomic factors. Advertisers are leveraging these trends and circumstances to effectively reach their target audience and drive brand awareness.

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.