Direct Messaging Advertising - United Kingdom

  • United Kingdom
  • Ad spending in the Direct Messaging Advertising market in the United Kingdom is forecasted to reach US$5,401.00m in 2024.
  • The expected annual growth rate (CAGR 2024-2029) for ad spending is 1.47%, leading to a projected market volume of US$5,809.00m by 2029.
  • Direct Mail Advertising holds the largest market share with a volume of US$3,670.00m in 2024 in the United Kingdom.
  • When compared globally, the United States leads in ad spending with US$29,980.00m in 2024.
  • The average ad spending per capita in the Direct Messaging Advertising market is estimated to be US$79.47 in the United Kingdom in 2024.
  • Direct Messaging Advertising in the United Kingdom is experiencing a surge in personalized campaigns, leveraging data analytics for targeted messaging strategies.

Key regions: India, Germany, France, China, Australia

Region comparison

Analyst Opinion

The Direct Messaging Advertising market in United Kingdom has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in United Kingdom have shifted towards more personalized and targeted advertising. Consumers are increasingly seeking relevant and tailored content, and direct messaging advertising allows brands to deliver messages directly to their target audience. This form of advertising is seen as more personal and less intrusive compared to traditional advertising methods. As a result, brands are investing more in direct messaging advertising to engage with their customers on a more personal level. Trends in the market also support the growth of direct messaging advertising in United Kingdom. The rise of social media platforms, such as Facebook Messenger and WhatsApp, has provided new channels for brands to reach their customers through direct messaging. These platforms have a large user base in United Kingdom, making them attractive for brands looking to expand their reach. Additionally, advancements in technology, such as chatbots and artificial intelligence, have made it easier for brands to automate and personalize their direct messaging campaigns. Local special circumstances in United Kingdom have also contributed to the development of the direct messaging advertising market. The country has a highly connected population, with a high percentage of internet users and smartphone penetration. This makes it easier for brands to reach their target audience through direct messaging channels. Furthermore, United Kingdom has a strong digital advertising industry, with many advertising agencies and technology companies specializing in direct messaging advertising. This expertise and infrastructure have helped drive the growth of the market. Underlying macroeconomic factors have also played a role in the development of the direct messaging advertising market in United Kingdom. The country has a strong economy and a high level of consumer spending, which provides brands with the financial means to invest in advertising. Additionally, the competitive nature of the market has led brands to seek innovative and effective ways to reach their customers, leading to increased investment in direct messaging advertising. In conclusion, the Direct Messaging Advertising market in United Kingdom has been growing due to customer preferences for personalized and targeted advertising, trends in the market such as the rise of social media platforms, local special circumstances including high internet and smartphone penetration, and underlying macroeconomic factors such as a strong economy and high consumer spending. This growth is expected to continue as brands continue to invest in direct messaging advertising to engage with their customers on a more personal level.


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.


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.


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