Direct Messaging Advertising - Mexico

Ad spending in the Direct Messaging Advertising market in Mexico is forecasted to reach US$871.00m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 1.89%, leading to a projected market volume of US$974.30m by 2030.
Direct Mail Advertising holds the largest market share in Mexico, with a volume of US$613.40m in 2024.
When compared globally, the highest ad spending is anticipated the United States (US$29.98bn in 2024).
The average ad spending per capita in the Direct Messaging Advertising market in Mexico is estimated to be US$6.73 in 2024.
In Mexico, the Direct Messaging Advertising market is experiencing a surge in personalized campaigns to target specific demographics 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 Mexico is experiencing significant growth and development.

Customer preferences: Mexican consumers are increasingly relying on messaging apps for communication, which has created a prime opportunity for advertisers to reach their target audience through direct messaging advertising. The convenience and ease of use of messaging apps have made them a preferred method of communication for many Mexicans. Additionally, the younger generation in Mexico, in particular, is highly active on messaging apps and spends a significant amount of time engaging with content on these platforms. This shift in consumer behavior has led to a growing demand for direct messaging advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Mexico is the rise of personalized and targeted advertising. Advertisers are leveraging user data and analytics to deliver highly relevant and personalized ads to consumers through messaging apps. This approach not only increases the effectiveness of advertising campaigns but also enhances the user experience by providing content that is tailored to their interests and preferences. Another trend in the market is the integration of chatbots in messaging apps for advertising purposes. Chatbots are automated programs that interact with users in a conversational manner, providing information, answering questions, and even assisting with transactions. Advertisers are using chatbots to engage with consumers and deliver advertising messages in a more interactive and engaging way. This trend is particularly relevant in Mexico, where consumers are receptive to new technologies and enjoy engaging with brands through messaging apps.

Local special circumstances: Mexico has a large and growing population, making it an attractive market for advertisers. Additionally, the high mobile penetration rate in the country provides a vast audience for direct messaging advertising. Mexicans are highly connected and rely heavily on their smartphones for communication and accessing information, making messaging apps an ideal platform for advertisers to reach their target audience.

Underlying macroeconomic factors: The growing economy in Mexico is contributing to the development of the Direct Messaging Advertising market. As the country continues to experience economic growth, consumers have more disposable income, which can lead to increased spending on goods and services. Advertisers are capitalizing on this by investing in direct messaging advertising to promote their products and services to Mexican consumers. In conclusion, the Direct Messaging Advertising market in Mexico is thriving due to customer preferences for messaging apps, the rise of personalized and targeted advertising, the integration of chatbots, the large and connected population, and the growing economy. These factors are driving the growth and development of the market, creating opportunities for advertisers to effectively reach their target audience through direct messaging advertising.

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.