Instant Messaging Advertising - United States

  • United States
  • Ad spending in the Instant Messaging Advertising market in the United States is forecasted to reach US$74.28m in 2024.
  • The market is expected to experience a compound annual growth rate (CAGR 2024-2029) of 4.34%, leading to a projected market volume of US$91.88m by 2029.
  • When compared globally, the United States will account for the highest ad spending in 2024, amounting to US$74.28m.
  • The average ad spending per internet user in the Instant Messaging Advertising market is estimated to be US$0.23 in 2024.
  • In the United States, Instant Messaging Advertising is seeing a surge in demand due to its targeted and interactive nature in reaching tech-savvy consumers.

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

Region comparison

Analyst Opinion

The Instant Messaging Advertising market in United States has been experiencing significant growth in recent years, driven by the increasing popularity of instant messaging platforms and the shift in consumer behavior towards digital advertising.

Customer preferences:
Customers in the United States are increasingly turning to instant messaging platforms as their primary means of communication. With the rise of smartphones and mobile internet, instant messaging apps have become an integral part of people's daily lives. This has created a huge opportunity for advertisers to reach their target audience through these platforms. The convenience and personalization offered by instant messaging apps make them an attractive advertising medium for businesses looking to engage with their customers.

Trends in the market:
One of the key trends in the Instant Messaging Advertising market in United States is the growing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the increasing use of data analytics and artificial intelligence, which enable advertisers to target their audience more effectively and deliver personalized messages. Another trend in the market is the integration of e-commerce within instant messaging platforms. Many instant messaging apps now offer features that allow users to make purchases directly within the app, without the need to switch to a separate e-commerce platform. This has created new opportunities for advertisers to promote their products and services within these apps, leading to increased ad spend in the Instant Messaging Advertising market.

Local special circumstances:
The United States has a highly developed digital advertising ecosystem, with a large number of advertisers and publishers. This competitive landscape has led to innovations in the Instant Messaging Advertising market, as advertisers strive to differentiate themselves and capture the attention of consumers. Advertisers in the United States are increasingly using interactive and engaging ad formats, such as video and rich media ads, to stand out from the crowd and drive higher engagement rates.

Underlying macroeconomic factors:
The growth of the Instant Messaging Advertising market in United States is also influenced by macroeconomic factors. The United States has a strong and stable economy, with high levels of consumer spending. This provides a favorable environment for advertisers, as consumers have the purchasing power to respond to advertising messages. Additionally, the United States has a large and diverse population, which offers a wide range of target audiences for advertisers to reach. In conclusion, the Instant Messaging Advertising market in United States is experiencing significant growth due to the increasing popularity of instant messaging platforms and the shift in consumer behavior towards digital advertising. Advertisers are leveraging customer preferences for instant messaging apps, adopting programmatic advertising, and integrating e-commerce within these platforms. The competitive landscape and strong macroeconomic factors in the United States further contribute to the growth of this market.


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.


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.


  • Ad Spending
  • Analyst Opinion
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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