Instant Messaging Advertising - Spain

Ad spending in the Instant Messaging Advertising market in Spain is forecasted to reach US$2.14m in 2024.
The sector is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 2.94%, leading to an estimated market volume of US$2.55m by 2030.
When compared globally, the United States will account for the most 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$0.05 in Spain by 2024.
Spain's Instant Messaging Advertising market is experiencing a surge in interactive campaigns tailored to the country's diverse cultural regions.

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 Spain has experienced significant growth in recent years, driven by changing customer preferences and the increasing popularity of messaging apps.

Customer preferences: Spanish consumers have increasingly turned to instant messaging apps as a primary means of communication, with platforms like WhatsApp and Facebook Messenger dominating the market. These apps offer convenience, real-time communication, and a wide range of features, making them attractive to users of all ages. 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 Spain is the shift towards personalized and targeted advertising. Advertisers are leveraging the data collected by messaging apps to deliver more relevant and personalized ads to users. This approach not only enhances the user experience but also increases the effectiveness of advertising campaigns. Another trend in the market is the integration of e-commerce capabilities within messaging apps. Many messaging apps now offer features that allow users to make purchases directly within the app, eliminating the need to switch between multiple platforms. This integration presents new opportunities for advertisers to promote their products and services within the messaging app ecosystem.

Local special circumstances: Spain has a highly connected population, with a high smartphone penetration rate and widespread internet access. This makes it an ideal market for instant messaging advertising, as the majority of the population is already using messaging apps on a daily basis. Additionally, Spanish consumers are generally open to receiving targeted ads as long as they are relevant and non-intrusive.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Spain is also influenced by macroeconomic factors. Spain has experienced steady economic growth in recent years, leading to increased consumer spending and a favorable business environment. This has attracted both domestic and international advertisers to invest in the market, further driving the growth of instant messaging advertising. In conclusion, the Instant Messaging Advertising market in Spain is experiencing rapid growth due to changing customer preferences, the integration of e-commerce capabilities within messaging apps, and the overall favorable macroeconomic conditions. Advertisers are leveraging the popularity of messaging apps to reach a large and engaged audience, while also delivering personalized and targeted ads. With the continued expansion of the instant messaging market in Spain, the advertising opportunities within this space are expected to further evolve and grow.

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.