Instant Messaging Advertising - Vietnam

Ad spending in the Instant Messaging Advertising market in Vietnam is forecasted to reach US$496.80k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 4.20%, leading to a projected market volume of US$635.90k 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$0.01 in 2024.
Vietnam sees a surge in Instant Messaging Advertising, leveraging popular platforms like Zalo and Viber for targeted and interactive brand promotions in the market.

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 Vietnam has been experiencing significant growth in recent years, driven by customer preferences for convenient and personalized communication, as well as the increasing popularity of mobile devices.

Customer preferences: Vietnamese consumers have shown a strong preference for instant messaging platforms as their primary means of communication. This is evidenced by the fact that Vietnam has one of the highest smartphone penetration rates in Southeast Asia, with a large portion of the population using instant messaging apps on a daily basis. 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 Vietnam is the rise of targeted advertising. Advertisers are leveraging the vast amount of user data available on instant messaging platforms to deliver personalized and relevant ads to consumers. This not only enhances the user experience by providing them with content that is tailored to their interests, but also increases the effectiveness of advertising campaigns. Another trend in the market is the integration of e-commerce within instant messaging apps. Many messaging platforms in Vietnam have introduced features that allow users to make purchases directly within the app, eliminating the need to switch between different platforms. This integration has created new opportunities for advertisers to promote their products and services, and has further fueled the growth of the Instant Messaging Advertising market.

Local special circumstances: Vietnam has a young and tech-savvy population, which has contributed to the rapid adoption of instant messaging apps in the country. Additionally, the Vietnamese government has been supportive of the development of the digital economy, which has created a favorable environment for the growth of the Instant Messaging Advertising market.

Underlying macroeconomic factors: The strong economic growth in Vietnam has led to an increase in disposable income and purchasing power among consumers. This has resulted in higher consumer spending on goods and services, including digital advertising. Furthermore, the growing middle class in Vietnam has become an attractive target market for advertisers, who are keen to tap into this expanding consumer base. In conclusion, the Instant Messaging Advertising market in Vietnam is experiencing significant growth due to customer preferences for convenient and personalized communication, as well as the increasing popularity of mobile devices. Advertisers are leveraging targeted advertising and the integration of e-commerce within instant messaging apps to reach a large and engaged audience. The young and tech-savvy population, along with the supportive government policies, are contributing to the growth of the market. The strong economic growth and growing middle class in Vietnam are also driving consumer spending on digital advertising.

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.