Over the past few years, the Direct Messaging Advertising market in the Middle East and North Africa (MENA) region has been experiencing significant growth and development.
Customer preferences: Customers in the MENA region are increasingly drawn towards personalized and interactive advertising experiences. With the rise of social media platforms and messaging apps, consumers are more inclined towards direct messaging advertising that provides tailored content and engages them in a two-way communication. This shift in preference is driving brands to invest more in direct messaging advertising to effectively reach and connect with their target audience.
Trends in the market: In Saudi Arabia, direct messaging advertising is witnessing a surge in popularity due to the high internet and smartphone penetration rates in the country. Brands are leveraging popular messaging apps like WhatsApp and Snapchat to deliver targeted messages to consumers. Additionally, the growing young population in Saudi Arabia is also contributing to the increasing demand for direct messaging advertising as brands look to engage with the tech-savvy youth demographic.
Local special circumstances: In the United Arab Emirates (UAE), the direct messaging advertising market is influenced by the country's status as a regional business hub. With a large expatriate population and a high standard of living, the UAE offers a lucrative market for direct messaging advertising. Moreover, the presence of global brands and multinational companies in the country creates a competitive landscape where innovative and effective advertising strategies are essential to stand out.
Underlying macroeconomic factors: The economic diversification efforts in the MENA region, particularly in countries like the UAE and Saudi Arabia, are driving the growth of the advertising industry as a whole. As these countries reduce their dependence on oil revenues and focus on building knowledge-based economies, there is a greater emphasis on digital advertising and technology-driven marketing solutions. This shift is propelling the development of the direct messaging advertising market in the region as businesses seek more efficient and targeted ways to reach consumers.
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.
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