Direct Messaging Advertising - Malaysia

In Malaysia, the Direct Messaging Advertising market is expected to see ad spending reaching US$145.50m by 2024.
The market is forecasted to demonstrate an annual growth rate (CAGR 2024-2030) of 1.33%, leading to a projected market volume of US$157.50m by 2030.
Direct Mail Advertising holds the largest share in the market, with a volume of US$96.64m in 2024.
When compared globally, the United States leads in ad spending, reaching US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is estimated to be US$4.20 in 2024.
Direct Messaging Advertising in Malaysia is experiencing rapid growth due to the increasing use of mobile devices and the popularity of social media platforms.

Definition:

Direct Messaging Advertising refers to a type of advertising format that involves sending advertisement messages directly to individual audiences or specific target groups through private communication channels. Direct Messaging Advertising includes both traditional and digital advertising methods, such as direct mail, e-mail, SMS, web push, instant messaging, and telemarketing. This form of advertising aims to establish a personalized and direct connection with potential customers.

Structure:

Direct Messaging Advertising typically refers to advertising formats used within various messaging platforms or direct messaging channels. These formats are designed to deliver targeted advertisements directly via private communication channels such as e-mail, SMS, direct mail, web push, telemarketing, and instant messaging.

Additional information:

Direct 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.

SMS advertising
Direct mail advertising
Web push advertising
Telemarketing
Instant messaging advertising
Traditional direct messaging
Digital direct messaging

Service agencies
Consultant fees
Production costs
Design services

The Direct Messaging Advertising market in Malaysia has seen significant growth in recent years, driven by changing customer preferences and the increasing use of mobile devices.

Customer preferences: Customers in Malaysia are increasingly turning to mobile messaging apps as a primary means of communication. With the rise in smartphone penetration and the availability of affordable mobile data plans, more and more Malaysians are using messaging apps to stay connected with friends, family, and businesses. This shift in customer behavior has created a ripe opportunity for advertisers to reach their target audience through direct messaging advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Malaysia is the integration of advertising within messaging apps. Messaging apps are continuously evolving and adding new features to enhance user experience. As a result, many messaging apps now offer advertising options that allow businesses to reach their customers directly within the app. This includes sponsored messages, in-app banners, and even interactive ads that can be shared with friends. This trend is driven by the desire to provide relevant and targeted advertising to users, as well as the potential for increased revenue for messaging app developers. Another trend in the market is the use of chatbots for advertising purposes. Chatbots are computer programs that can simulate human conversation through messaging apps. They can be programmed to provide information, answer questions, and even engage in personalized conversations with users. Advertisers are leveraging chatbots to deliver targeted advertising messages and engage with customers in a more interactive and personalized way. This trend is driven by the desire to provide a seamless and convenient customer experience, as well as the potential for increased engagement and conversion rates.

Local special circumstances: One of the unique aspects of the Direct Messaging Advertising market in Malaysia is the multicultural and multilingual nature of the country. Malaysia is home to a diverse population, with different ethnicities and languages. This presents both opportunities and challenges for advertisers. On one hand, it allows for targeted advertising campaigns that can be tailored to specific ethnic groups or languages. On the other hand, it requires advertisers to have a deep understanding of the local culture and language in order to create effective and relevant advertising messages.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Malaysia is also influenced by underlying macroeconomic factors. Malaysia has a strong and growing economy, with a rising middle class and increasing consumer spending power. This provides a favorable environment for advertisers, as consumers have more disposable income to spend on products and services. Additionally, the government has been actively promoting the use of digital technology and innovation, which has further fueled the growth of the Direct Messaging Advertising market in Malaysia. In conclusion, the Direct Messaging Advertising market in Malaysia is experiencing significant growth due to changing customer preferences, the integration of advertising within messaging apps, the use of chatbots for advertising purposes, the multicultural and multilingual nature of the country, and underlying macroeconomic factors. As the market continues to evolve, advertisers will need to stay abreast of these trends and adapt their strategies accordingly to effectively reach their target audience.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Direct Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses via e-mail, SMS, direct mail, messengers, web push, telemarketing, and instant messaging.

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, number of smartphone users, internet coverage, and number of urban households. 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 4G coverage.

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.