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SMS Advertising - Southern Europe

Southern Europe

Ad spending in the SMS Advertising market in Southern Europe is forecasted to reach US$22.08m in 2024.
The market is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 0.71%, leading to a projected market volume of US$22.88m by 2029.
When compared globally, the United States is expected to generate the highest ad spending (US$310.40m in 2024).
The projected average ad spending per capita in the SMS Advertising market is US$0.09 in 2024.
In Southern Europe, SMS Advertising is gaining traction due to its cost-effectiveness and high engagement rates in the advertising market of Italy.

Key regions: India, Germany, China, United Kingdom, Australia

Market

Region

Region comparison

Currency

Analyst Opinion

The SMS Advertising market in Southern Europe is experiencing significant growth and development.

Customer preferences: Customers in Southern Europe are increasingly relying on their mobile phones for communication and information. SMS advertising provides a direct and effective way for businesses to reach their target audience. Additionally, the younger demographic in Southern Europe is more receptive to SMS advertising compared to traditional forms of advertising.

Trends in the market: One of the key trends in the SMS Advertising market in Southern Europe is the increasing adoption of mobile marketing strategies by businesses. As more businesses recognize the potential of SMS advertising to reach their target audience, the demand for SMS advertising services is growing. Furthermore, advancements in technology have made it easier for businesses to create and manage SMS advertising campaigns, further driving the market growth. Another trend in the market is the integration of SMS advertising with other marketing channels. Businesses are now combining SMS advertising with social media marketing, email marketing, and other digital marketing strategies to create a more holistic and effective marketing campaign. This integration allows businesses to reach their target audience through multiple channels, increasing the chances of engagement and conversion.

Local special circumstances: Southern Europe has a high mobile penetration rate, with a large percentage of the population owning smartphones. This widespread use of mobile devices creates an ideal environment for SMS advertising to thrive. Additionally, Southern Europe has a strong culture of community and word-of-mouth marketing. SMS advertising can tap into this cultural aspect by encouraging recipients to share the message with their friends and family, amplifying the reach of the campaign.

Underlying macroeconomic factors: The improving economic conditions in Southern Europe are also contributing to the growth of the SMS Advertising market. As the economy recovers, businesses are investing more in marketing activities, including SMS advertising. Furthermore, the increasing disposable income of consumers in Southern Europe allows them to engage with businesses and respond to SMS advertising campaigns. In conclusion, the SMS Advertising market in Southern Europe is experiencing significant growth and development due to customer preferences for mobile communication, increasing adoption of mobile marketing strategies by businesses, integration of SMS advertising with other marketing channels, local special circumstances such as high mobile penetration and a culture of community marketing, and the improving macroeconomic conditions in the region.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on SMS Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for creating and sending SMS advertisements.

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, and internet coverage. 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 internet 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.