Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Southern Africa

Southern Africa

Ad spending in the Instant Messaging Advertising market in Southern Africa is projected to reach US$0.61m in 2024.
The ad spending is expected to show an annual growth rate (CAGR 2024-2029) of 2.20%, resulting in a projected market volume of US$0.68m by 2029.
In global comparison, most ad spending will be generated the United States (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to amount to US$0.01 in 2024.
In Southern Africa, Instant Messaging Advertising is rapidly growing as companies leverage the region's high mobile phone penetration for targeted marketing campaigns.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Instant Messaging Advertising market in Southern Africa is experiencing significant growth and development due to changing customer preferences and the increasing popularity of instant messaging platforms in the region.

Customer preferences: Customers in Southern Africa are increasingly relying on instant messaging platforms for communication, making it an attractive channel for advertisers to reach their target audience. Instant messaging apps provide a convenient and efficient way for users to stay connected and share information, making them an ideal platform for advertising. Additionally, customers in the region are becoming more receptive to targeted advertising that is relevant to their interests and needs.

Trends in the market: One major trend in the Instant Messaging Advertising market in Southern Africa is the rise of mobile advertising. With the increasing penetration of smartphones in the region, more people are accessing instant messaging apps on their mobile devices. This presents a lucrative opportunity for advertisers to reach a large and engaged audience through mobile advertising on instant messaging platforms. Another trend in the market is the use of chatbots for advertising purposes. Chatbots are automated programs that can interact with users on instant messaging platforms, providing personalized recommendations and information. Advertisers are leveraging chatbots to engage with customers, deliver targeted advertisements, and provide a seamless shopping experience. This trend is driven by the increasing demand for personalized and interactive advertising experiences.

Local special circumstances: Southern Africa has a diverse market with multiple languages and cultures. Advertisers need to take into account the local context and tailor their messaging accordingly to effectively reach their target audience. This requires a deep understanding of the local culture, customs, and preferences.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Southern Africa is also influenced by macroeconomic factors such as the increasing internet penetration and the rise of e-commerce in the region. As more people gain access to the internet and engage in online activities, the reach and effectiveness of instant messaging advertising are expected to grow. Additionally, the growing e-commerce sector in Southern Africa presents opportunities for advertisers to promote their products and services through instant messaging platforms. In conclusion, the Instant Messaging Advertising market in Southern Africa is witnessing growth and development due to changing customer preferences, the rise of mobile advertising, the use of chatbots, and the influence of underlying macroeconomic factors such as internet penetration and e-commerce. Advertisers in the region need to understand the local context and tailor their messaging to effectively engage with the diverse audience in Southern Africa.

Methodology

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.