The Direct Messaging Advertising market in Eastern Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Asia have shifted towards digital communication channels, such as messaging apps, as a primary means of communication. This has created a fertile ground for direct messaging advertising, as brands and marketers recognize the potential to reach a large and engaged audience through these platforms. Additionally, customers in Eastern Asia have shown a preference for personalized and targeted advertising, which can be effectively delivered through direct messaging. Trends in the market indicate a growing reliance on mobile devices and the increasing popularity of messaging apps in Eastern Asia. With the widespread adoption of smartphones and the availability of affordable mobile data plans, more and more people are using messaging apps as their primary mode of communication. This has led to a surge in the number of active users on messaging platforms, creating a vast audience for direct messaging advertising. Furthermore, messaging apps in Eastern Asia have evolved beyond simple text messaging, offering features such as voice and video calls, stickers, and multimedia sharing. This provides advertisers with new and creative ways to engage with their target audience. Local special circumstances in Eastern Asia, such as the dominance of homegrown messaging apps and cultural preferences for privacy and convenience, have also contributed to the development of the direct messaging advertising market. In countries like China, Japan, and South Korea, homegrown messaging apps like WeChat, Line, and KakaoTalk have gained immense popularity and have become an integral part of people's daily lives. These messaging apps have developed sophisticated advertising platforms, allowing brands to connect with users in a seamless and targeted manner. Underlying macroeconomic factors, such as the growing middle class, rapid urbanization, and increasing internet penetration rates, have also played a role in the development of the direct messaging advertising market in Eastern Asia. As more people gain access to smartphones and the internet, the potential audience for direct messaging advertising expands. Additionally, the rise of e-commerce and digital payment systems in the region has created new opportunities for brands to leverage direct messaging advertising to drive sales and conversions. In conclusion, the Direct Messaging Advertising market in Eastern Asia is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As messaging apps continue to evolve and gain popularity in the region, the direct messaging advertising market is expected to further expand and offer new opportunities for brands and marketers to engage with their target audience.
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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