Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Europe

Europe

Ad spending in the Instant Messaging Advertising market in Europe is forecasted to reach €35.55m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.32%, leading to an estimated market volume of €41.85m by 2029.
When compared globally, the United States is expected to generate the highest ad spending (€68.88m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is set to be €0.05 in 2024.
In Europe, the Instant Messaging Advertising market is rapidly expanding, with France leading the way in innovative strategies and high user engagement.

Key regions: United Kingdom, Japan, China, France, Germany

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Analyst Opinion

The Instant Messaging Advertising market in Europe is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, and local special circumstances.

Customer preferences: In Europe, customers are increasingly turning to instant messaging platforms for communication and social interaction. Instant messaging apps have become an integral part of people's lives, with a large portion of the population using these platforms on a daily basis. This shift in customer behavior has created a lucrative opportunity for advertisers to reach their target audience through instant messaging advertising.

Trends in the market: One of the key trends driving the growth of instant messaging advertising in Europe is the increasing popularity of mobile devices. With the widespread adoption of smartphones and tablets, people have easy access to instant messaging apps wherever they go. This has led to a significant increase in the amount of time spent on these platforms, creating more opportunities for advertisers to engage with their audience. Another trend in the market is the rise of personalized and interactive advertising. Instant messaging apps provide a unique platform for advertisers to deliver targeted and personalized ads based on user preferences and behavior. This level of customization allows advertisers to create more engaging and relevant content, resulting in higher conversion rates and return on investment.

Local special circumstances: Europe is a diverse region with different countries and cultures, each with its own unique advertising landscape. Some countries in Europe have stricter regulations on advertising, which can impact the development of instant messaging advertising. Advertisers need to navigate these regulations and tailor their campaigns to comply with local laws. Furthermore, language diversity is another factor that influences the instant messaging advertising market in Europe. Advertisers need to consider language barriers and cultural nuances when creating their campaigns to ensure they are effective and resonate with the target audience.

Underlying macroeconomic factors: The growth of the instant messaging advertising market in Europe is also influenced by underlying macroeconomic factors. The region has a strong and stable economy, which provides a favorable environment for businesses to invest in advertising. Additionally, the high internet penetration rate in Europe enables advertisers to reach a large audience and maximize the impact of their campaigns. In conclusion, the Instant Messaging Advertising market in Europe is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, and local special circumstances. Advertisers are capitalizing on the popularity of instant messaging platforms and leveraging personalized and interactive advertising to engage with their audience. However, they need to navigate local regulations and consider language diversity to ensure the effectiveness of their campaigns. The underlying macroeconomic factors in Europe also contribute to the growth of the market, providing a favorable environment for advertising investments.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging 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 users.

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.