Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Australia & Oceania

Australia & Oceania

Ad spending in the Instant Messaging Advertising market in Australia & Oceania is forecasted to reach US$4.12m in 2024.
The market is anticipated to experience a compound annual growth rate (CAGR 2024-2029) of 2.14%, leading to a projected market volume of US$4.58m by 2029.
When compared globally, the United States will generate the highest ad spending, reaching US$74.28m in 2024.
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.11 in 2024.
Australia's Instant Messaging Advertising market is rapidly growing, with businesses leveraging platforms like WhatsApp and Messenger to reach their target audiences effectively.

Key regions: Germany, United Kingdom, Australia, United States, France

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Analyst Opinion

The Instant Messaging Advertising market in Australia & Oceania is experiencing significant growth and development due to various factors.

Customer preferences: Customers in Australia & Oceania are increasingly turning to instant messaging platforms as a primary means of communication. This shift in customer behavior has created a lucrative opportunity for advertisers to reach a large and engaged audience. Instant messaging apps offer a convenient and efficient way for users to stay connected with their friends, family, and colleagues, making them an ideal platform for advertising.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Australia & Oceania is the rise of personalized and targeted advertising. Advertisers are leveraging the data collected from instant messaging platforms to deliver highly relevant and personalized ads to users. This targeted approach not only enhances the user experience but also increases the effectiveness of advertising campaigns. Additionally, the increasing popularity of mobile devices in the region has fueled the growth of mobile advertising on instant messaging platforms. Advertisers are optimizing their campaigns for mobile devices to ensure maximum reach and engagement.

Local special circumstances: Australia & Oceania has a diverse population with different cultural backgrounds and languages. This presents a unique challenge for advertisers in terms of creating localized and culturally relevant advertisements. Advertisers need to understand the local customs, traditions, and preferences of the target audience to create effective ad campaigns. Additionally, the region's remote and dispersed geography poses logistical challenges for advertisers in terms of reaching the target audience. Advertisers need to develop strategies that can effectively reach users across different countries and islands in the region.

Underlying macroeconomic factors: The growing economy and increasing disposable income in Australia & Oceania have contributed to the growth of the Instant Messaging Advertising market. As people have more spending power, advertisers are able to invest more in advertising campaigns on instant messaging platforms. Additionally, the region's high internet penetration rate and widespread smartphone adoption have created a large and active user base for instant messaging apps. This provides advertisers with a vast audience to target and engage with. In conclusion, the Instant Messaging Advertising market in Australia & Oceania is experiencing rapid growth and development driven by changing customer preferences, trends in personalized and targeted advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are capitalizing on the popularity of instant messaging platforms and the increasing use of mobile devices to reach and engage with a large and diverse audience.

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), 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 Consumer Insightsis reweighted for representativeness.