The Direct Messaging Advertising market in Vietnam is experiencing significant growth and development.
Customer preferences: Customers in Vietnam are increasingly relying on direct messaging platforms for communication and social interaction. This trend is driven by the widespread adoption of smartphones and the popularity of messaging apps such as Facebook Messenger, WhatsApp, and Zalo. These platforms offer convenient and instant communication, allowing users to connect with friends, family, and businesses. As a result, customers are more receptive to receiving advertising messages through these channels.
Trends in the market: One of the key trends in the Direct Messaging Advertising market in Vietnam is the increasing use of personalized and targeted advertising. Advertisers are leveraging customer data and insights to deliver relevant and tailored messages to individual users. This approach helps to increase engagement and drive conversions. Additionally, there is a growing emphasis on interactive and engaging content, such as videos, GIFs, and interactive ads, to capture the attention of users in a crowded messaging environment. Another trend in the market is the rise of chatbot advertising. Chatbots are becoming increasingly sophisticated and are able to provide personalized recommendations, answer customer queries, and even facilitate transactions. This technology enables advertisers to deliver highly interactive and personalized advertising experiences within messaging apps.
Local special circumstances: Vietnam has a young and tech-savvy population, with a high smartphone penetration rate. This demographic is highly active on messaging apps and is receptive to receiving advertising messages through these channels. Additionally, the Vietnamese market has a strong culture of social media and online interactions, making it an ideal environment for direct messaging advertising.
Underlying macroeconomic factors: Vietnam's economy has been experiencing rapid growth in recent years, with a rising middle class and increasing disposable income. This has led to an increase in consumer spending and a growing demand for products and services. Advertisers are capitalizing on this trend by targeting consumers through direct messaging advertising, which offers a cost-effective and highly targeted marketing channel. Furthermore, the digital advertising landscape in Vietnam is relatively nascent compared to more mature markets. This presents opportunities for advertisers to innovate and experiment with new forms of advertising, including direct messaging advertising. As a result, the market is experiencing rapid growth and development, with advertisers and messaging platforms continuously evolving their strategies and offerings to meet the changing needs and preferences of customers. In conclusion, the Direct Messaging Advertising market in Vietnam is growing and evolving rapidly, driven by customer preferences for instant communication and social interaction. Advertisers are leveraging personalized and targeted advertising, as well as chatbot technology, to engage with users in a highly interactive and tailored manner. The young and tech-savvy population, along with the country's strong economic growth, further contribute to the development of this market. As the market continues to mature, it is expected that direct messaging advertising will play an increasingly important role in the overall advertising landscape in Vietnam.
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), 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 Consumer Insightsis reweighted for representativeness.
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