Market Insights Advertising & Media Advertising

Direct Messaging Advertising - Mexico

Mexico

Ad spending in the Direct Messaging Advertising market in Mexico is forecasted to reach US$871.00m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 1.96%, leading to a projected market volume of US$959.90m by 2029.
Direct Mail Advertising holds the largest market share in Mexico, with a volume of US$613.40m in 2024.
When compared globally, the highest ad spending is anticipated the United States (US$29,980.00m in 2024).
The average ad spending per capita in the Direct Messaging Advertising market in Mexico is estimated to be US$6.73 in 2024.
In Mexico, the Direct Messaging Advertising market is experiencing a surge in personalized campaigns to target specific demographics effectively.

Key regions: Europe, Japan, India, Germany, France

Market

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Currency

Analyst Opinion

The Direct Messaging Advertising market in Mexico is experiencing significant growth and development.

Customer preferences: Mexican consumers are increasingly relying on messaging apps for communication, which has created a prime opportunity for advertisers to reach their target audience through direct messaging advertising. The convenience and ease of use of messaging apps have made them a preferred method of communication for many Mexicans. Additionally, the younger generation in Mexico, in particular, is highly active on messaging apps and spends a significant amount of time engaging with content on these platforms. This shift in consumer behavior has led to a growing demand for direct messaging advertising.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in Mexico is the rise of personalized and targeted advertising. Advertisers are leveraging user data and analytics to deliver highly relevant and personalized ads to consumers through messaging apps. This approach not only increases the effectiveness of advertising campaigns but also enhances the user experience by providing content that is tailored to their interests and preferences. Another trend in the market is the integration of chatbots in messaging apps for advertising purposes. Chatbots are automated programs that interact with users in a conversational manner, providing information, answering questions, and even assisting with transactions. Advertisers are using chatbots to engage with consumers and deliver advertising messages in a more interactive and engaging way. This trend is particularly relevant in Mexico, where consumers are receptive to new technologies and enjoy engaging with brands through messaging apps.

Local special circumstances: Mexico has a large and growing population, making it an attractive market for advertisers. Additionally, the high mobile penetration rate in the country provides a vast audience for direct messaging advertising. Mexicans are highly connected and rely heavily on their smartphones for communication and accessing information, making messaging apps an ideal platform for advertisers to reach their target audience.

Underlying macroeconomic factors: The growing economy in Mexico is contributing to the development of the Direct Messaging Advertising market. As the country continues to experience economic growth, consumers have more disposable income, which can lead to increased spending on goods and services. Advertisers are capitalizing on this by investing in direct messaging advertising to promote their products and services to Mexican consumers. In conclusion, the Direct Messaging Advertising market in Mexico is thriving due to customer preferences for messaging apps, the rise of personalized and targeted advertising, the integration of chatbots, the large and connected population, and the growing economy. These factors are driving the growth and development of the market, creating opportunities for advertisers to effectively reach their target audience through direct messaging advertising.

Methodology

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.