Direct Messaging Advertising - Malta

Ad spending in the Direct Messaging Advertising market in Malta is forecasted to reach US$18.62m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of -1.25%, leading to a projected market volume of US$17.27m by 2030.
Direct Mail Advertising holds the largest market share in Malta, with a volume of US$13.84m in 2024.
When compared globally, the United States is set to generate the highest ad spending, reaching US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is projected to be US$34.69 in Malta by 2024.
In Malta, the Direct Messaging Advertising market is rapidly expanding, with businesses leveraging personalized messaging to target specific audiences effectively.

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

Customer preferences: In today's fast-paced and digital world, consumers are increasingly turning to mobile messaging apps as their primary mode of communication. These apps offer convenience, instant connectivity, and a more personal and interactive experience compared to traditional forms of communication. As a result, advertisers have recognized the potential of direct messaging advertising to reach their target audience in a more direct and engaging way.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Malta is the rise of chatbots. Chatbots are automated messaging systems that can interact with users in a conversational manner. They can be integrated into messaging apps to provide users with personalized recommendations, answer queries, and even facilitate transactions. This trend has gained traction in Malta as businesses look for innovative ways to engage with their customers and provide a seamless user experience. Another trend in the market is the increasing use of multimedia content in direct messaging advertising. With the ability to send not only text messages but also images, videos, and audio files, advertisers have a wider range of options to create engaging and interactive campaigns. This trend is particularly relevant in Malta, where consumers are highly active on social media platforms and have a strong appetite for visual content.

Local special circumstances: Malta has a relatively small population compared to other countries, which presents both opportunities and challenges for the Direct Messaging Advertising market. On one hand, the smaller market size allows for more targeted and personalized advertising campaigns. Advertisers can tailor their messages to specific demographics and geographic locations, ensuring that their ads reach the right audience. On the other hand, the limited consumer base means that advertisers need to be creative and innovative in order to stand out from the competition.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in Malta is also influenced by underlying macroeconomic factors. Malta has a strong economy with a high GDP per capita, which means that consumers have more disposable income to spend on goods and services. This provides advertisers with a lucrative market to promote their products and services through direct messaging advertising. Furthermore, Malta has a high smartphone penetration rate, with a large percentage of the population owning smartphones. This makes direct messaging advertising an effective channel to reach consumers, as they are constantly connected and using messaging apps on their mobile devices. In conclusion, the Direct Messaging Advertising market in Malta is experiencing growth due to changing customer preferences, the rise of chatbots, the use of multimedia content, and underlying macroeconomic factors. Advertisers in Malta are leveraging direct messaging advertising to engage with their target audience in a more direct and interactive manner, taking advantage of the convenience and popularity of mobile messaging apps.

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.