The Direct Messaging Advertising market in Philippines is experiencing steady growth, driven by changing customer preferences and the increasing adoption of mobile devices.
Customer preferences: In today's fast-paced digital world, customers are increasingly looking for convenient and personalized ways to communicate with businesses. Direct messaging advertising offers a direct and instant way for businesses to engage with their customers, providing them with timely and relevant information. This form of advertising allows businesses to reach their target audience in a more personal and interactive manner, which is highly valued by customers.
Trends in the market: One of the key trends in the Direct Messaging Advertising market in Philippines is the growing popularity of messaging apps. Messaging apps have become an integral part of people's daily lives, with a large portion of the population using them for communication purposes. Businesses are capitalizing on this trend by leveraging messaging apps as a platform for advertising. They are using features such as chatbots and sponsored messages to deliver targeted ads to users. This trend is expected to continue as messaging apps continue to evolve and gain more users. Another trend in the market is the increasing use of mobile devices. With the widespread adoption of smartphones and tablets, more and more people are accessing the internet and using messaging apps on their mobile devices. This has created a new avenue for businesses to reach their target audience through direct messaging advertising. Mobile devices offer a more personalized and convenient way for customers to receive and interact with ads, making it an effective platform for advertisers.
Local special circumstances: The Philippines has a young and tech-savvy population, which is a key factor contributing to the growth of the Direct Messaging Advertising market. The younger generation is more likely to use messaging apps and engage with digital advertising, making them a prime target for advertisers. Additionally, the Philippines has a high mobile penetration rate, with a large portion of the population owning a smartphone. This provides a fertile ground for direct messaging advertising to thrive.
Underlying macroeconomic factors: The growing Direct Messaging Advertising market in Philippines is also influenced by underlying macroeconomic factors. The country has been experiencing steady economic growth, which has led to an increase in consumer spending power. This has resulted in a higher demand for products and services, driving businesses to adopt more effective advertising strategies, such as direct messaging advertising, to reach their target audience. Additionally, the government's push for digital transformation and the development of the digital economy has created a favorable environment for the growth of the Direct Messaging Advertising 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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