Market Insights Advertising & Media Advertising

Direct Messaging Advertising - Southeast Asia

Southeast Asia

Ad spending in the Direct Messaging Advertising market in Southeast Asia is forecasted to reach US$1,741.00m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 0.92%, leading to a projected market volume of US$1,823.00m by 2029.
The largest market withSoutheast_Asia is Direct Mail Advertising, with a market volume of US$1,154.00m in 2024.
When compared globally, the United States is anticipated to generate the highest ad spending, reaching US$29,980.00m in 2024.
The average ad spending per capita in the Direct Messaging Advertising market in Southeast Asia is forecasted to be US$2.51 in 2024.
Direct Messaging Advertising in Southeast Asia is experiencing rapid growth due to the region's high mobile phone penetration and increasing digital adoption among consumers.

Key regions: India, Germany, France, China, Australia

Market

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Region comparison

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Analyst Opinion

The Direct Messaging Advertising market in Southeast Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Southeast Asia have shifted towards digital platforms and mobile devices, creating a demand for more targeted and personalized advertising. With the increasing popularity of messaging apps such as WhatsApp, LINE, and WeChat in the region, advertisers are recognizing the potential of direct messaging advertising to reach their target audience effectively. Customers are also becoming more receptive to receiving promotional messages through these platforms, as long as they are relevant and non-intrusive. Trends in the market reflect the growing importance of direct messaging advertising in Southeast Asia. Advertisers are leveraging the interactive nature of messaging apps to engage with customers in real-time, offering personalized recommendations, discounts, and promotions. This approach not only enhances the customer experience but also increases the likelihood of conversion. Additionally, the use of chatbots and AI-powered messaging systems is becoming more prevalent, enabling advertisers to automate and scale their direct messaging campaigns. Local special circumstances in Southeast Asia contribute to the development of the direct messaging advertising market. The region has a large and diverse population, with varying levels of internet penetration and smartphone adoption. As more people gain access to affordable smartphones and internet connectivity, the potential reach of direct messaging advertising expands. Moreover, Southeast Asia is home to a young and tech-savvy population, which is more likely to embrace and engage with digital advertising. Underlying macroeconomic factors also play a role in the growth of the direct messaging advertising market in Southeast Asia. The region has experienced rapid economic growth in recent years, leading to an increase in disposable income and consumer spending. Advertisers are capitalizing on this trend by targeting customers through direct messaging platforms, offering products and services that cater to their preferences and lifestyles. Furthermore, the digital advertising industry as a whole is thriving in Southeast Asia, with investments and partnerships driving innovation and expansion in the market. In conclusion, the Direct Messaging Advertising market in Southeast Asia is developing at a rapid pace due to customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of direct messaging advertising to reach and engage with their target audience effectively. As the region continues to embrace digital platforms and mobile devices, the demand for personalized and interactive advertising experiences will only continue to grow.

Methodology

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.