The Direct Messaging Advertising market in ASEAN is experiencing rapid growth and development due to several key factors. Customer preferences are shifting towards more personalized and interactive forms of advertising, which has led to an increase in demand for direct messaging advertising. Additionally, the rise of mobile devices and social media platforms has created new opportunities for advertisers to reach their target audience through direct messaging.
Customer preferences: Customers in ASEAN are increasingly seeking personalized and interactive advertising experiences. They are looking for advertisements that are tailored to their individual needs and preferences. Direct messaging advertising allows companies to reach customers on a more personal level, as messages can be customized and targeted to specific individuals. This form of advertising also provides customers with the opportunity to engage with brands and ask questions directly, creating a more interactive and engaging experience.
Trends in the market: One of the key trends in the Direct Messaging Advertising market in ASEAN is the rise of mobile devices. Mobile phones have become an integral part of people's lives in ASEAN, with a large percentage of the population using smartphones. This has created new opportunities for advertisers to reach their target audience through direct messaging on mobile apps and social media platforms. Companies are increasingly investing in mobile advertising strategies to capitalize on this trend. Another trend in the market is the increasing use of social media platforms for direct messaging advertising. Social media platforms such as Facebook Messenger, WhatsApp, and WeChat are widely used in ASEAN, and companies are leveraging these platforms to reach their target audience. These platforms provide a convenient and accessible way for companies to communicate with customers and deliver targeted advertisements.
Local special circumstances: ASEAN is a diverse region with different cultural and linguistic backgrounds. This presents a challenge for advertisers who need to create messages that resonate with customers across different countries and cultures. Advertisers need to carefully consider the cultural nuances and preferences of each country in ASEAN to ensure their messages are well-received. Additionally, language barriers can also pose a challenge, as companies need to translate their messages into multiple languages to effectively reach their target audience.
Underlying macroeconomic factors: The rapid economic growth in ASEAN countries has contributed to the development of the Direct Messaging Advertising market. As the middle class continues to expand, more people have disposable income to spend on products and services. This has created a larger consumer base for advertisers to target, driving the demand for direct messaging advertising. Furthermore, the increasing internet penetration in ASEAN countries has also played a significant role in the growth of the Direct Messaging Advertising market. As more people gain access to the internet, the reach of direct messaging advertising increases, allowing companies to target a larger audience. In conclusion, the Direct Messaging Advertising market in ASEAN is experiencing significant growth and development due to changing customer preferences, the rise of mobile devices and social media platforms, as well as underlying macroeconomic factors. Advertisers in ASEAN need to adapt to these trends and consider the local special circumstances to effectively reach their target audience in this diverse and rapidly evolving market.
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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