Direct Messaging Advertising - Pakistan

Ad spending in the Direct Messaging Advertising market in Pakistan is forecasted to reach US$31.86m in 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of 3.36%, leading to a projected market volume of US$38.85m by 2030.
Direct Mail Advertising represents the largest market with a volume of US$20.82m in 2024.
When compared globally, the United States leads in ad spending with US$29.98bn in 2024.
The average ad spending per capita in the Direct Messaging Advertising market is projected to be US$0.13 in 2024.
In Pakistan, the rising trend of personalized direct messaging advertising is reshaping the digital advertising landscape, enhancing brand engagement and conversion rates.

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 Pakistan is witnessing significant growth and development.

Customer preferences: In Pakistan, customers have shown a strong preference for direct messaging advertising. This can be attributed to the increasing use of smartphones and messaging apps among the population. With the rise of social media platforms like Facebook, WhatsApp, and Instagram, people are spending more time on these apps, making them an ideal platform for advertisers to reach their target audience. Additionally, direct messaging allows for personalized and targeted advertising, which resonates well with customers who prefer tailored content.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Pakistan is the increasing adoption of chatbots. Chatbots are automated messaging systems that can engage with customers and provide them with relevant information or assistance. These chatbots are being integrated into messaging apps, allowing businesses to provide instant customer support and engage with users in a more interactive and personalized manner. This trend is driven by the need for businesses to improve customer service and enhance the overall user experience. Another trend in the market is the use of influencer marketing through direct messaging. Influencer marketing has gained popularity in recent years, and brands are now leveraging it through direct messaging to reach their target audience. Influencers with a large following on social media platforms are partnering with brands to promote their products or services through direct messages, leading to increased brand awareness and customer engagement.

Local special circumstances: Pakistan has a large and growing young population, which presents a unique opportunity for direct messaging advertising. Young people in Pakistan are highly active on social media and messaging apps, making them a lucrative target audience for advertisers. Moreover, the high mobile penetration rate in the country further facilitates the reach of direct messaging advertising.

Underlying macroeconomic factors: The growing digital infrastructure and increasing internet penetration in Pakistan are key macroeconomic factors driving the development of the Direct Messaging Advertising market. As more people gain access to the internet and smartphones, the potential audience for direct messaging advertising expands. Additionally, the rising disposable income and changing consumer behavior in Pakistan are contributing to the growth of the market. As people become more digitally connected and tech-savvy, they are more receptive to direct messaging advertising. In conclusion, the Direct Messaging Advertising market in Pakistan is experiencing significant growth and development due to customer preferences for personalized and targeted advertising, the adoption of chatbots, the use of influencer marketing, and the underlying macroeconomic factors such as the growing digital infrastructure and increasing internet penetration. With the continued expansion of the digital landscape in Pakistan, the market is expected to further flourish in the coming years.

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.