Direct Messaging Advertising - Worldwide

  • Worldwide
  • Ad spending in the Direct Messaging Advertising market worldwide is forecasted to reach US$84.47bn in 2024.
  • The market is expected to display an annual growth rate (CAGR 2024-2029) of 1.56%, leading to a projected market volume of US$91.27bn by 2029.
  • The largest market is Direct Mail Advertising with a market volume of US$58.21bn in 2024.
  • When considering global figures, the United States stands out as the country with the highest ad spending (US$29,980.00m in 2024).
  • The average ad spending per capita in the Direct Messaging Advertising market is anticipated to be US$10.90 in 2024.
  • Direct Messaging Advertising in the Worldwide market is experiencing rapid growth, driven by the increasing demand for personalized and targeted marketing strategies across diverse demographics.

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

Region comparison

Analyst Opinion

The Direct Messaging Advertising market is experiencing significant growth worldwide.

Customer preferences:
Customers are increasingly turning to direct messaging platforms as a means of communication, and this trend has created new opportunities for advertisers. Direct messaging allows for personalized and targeted advertising, which is highly appealing to customers. Additionally, customers appreciate the convenience of receiving advertisements directly in their messaging apps, as it eliminates the need to navigate through other platforms or websites.

Trends in the market:
One major trend in the Direct Messaging Advertising market is the integration of artificial intelligence (AI) and chatbots. AI-powered chatbots can provide personalized and interactive advertising experiences within messaging apps. These chatbots can engage with customers, answer their queries, and recommend products or services based on their preferences. This trend is driven by the increasing demand for personalized advertising and the need for businesses to automate customer interactions. Another trend in the market is the rise of influencer marketing within direct messaging platforms. Influencers have large followings on social media platforms, and they leverage their popularity to promote products or services. With the integration of direct messaging features on social media platforms, influencers can now directly engage with their followers and promote products or services through personalized messages. This trend is fueled by the desire for authentic and relatable advertising content.

Local special circumstances:
In the United States, the Direct Messaging Advertising market is particularly strong due to the high smartphone penetration rate and the popularity of messaging apps such as WhatsApp and Facebook Messenger. These platforms have a large user base, providing advertisers with a wide reach. Additionally, the United States has a highly developed e-commerce market, which further contributes to the growth of Direct Messaging Advertising. In China, the Direct Messaging Advertising market is dominated by platforms such as WeChat and QQ. These platforms have a massive user base and offer a wide range of features, including e-commerce capabilities. Chinese consumers are highly active on these platforms, making them ideal for advertisers to reach their target audience. Additionally, the Chinese market has a strong mobile-first culture, with a significant proportion of internet users accessing the internet primarily through their smartphones. This further drives the growth of Direct Messaging Advertising in China.

Underlying macroeconomic factors:
The growth of the Direct Messaging Advertising market is also influenced by macroeconomic factors. For example, the increasing adoption of smartphones and internet connectivity worldwide has expanded the potential customer base for advertisers. Additionally, the rising disposable incomes in many countries have led to increased consumer spending, creating opportunities for advertisers to promote their products or services. In conclusion, the Direct Messaging Advertising market is growing worldwide due to customer preferences for personalized and convenient advertising experiences. The integration of AI and chatbots, as well as the rise of influencer marketing, are key trends in the market. Local special circumstances, such as the popularity of specific messaging platforms, further contribute to the growth of Direct Messaging Advertising in different countries. Overall, the market is driven by underlying macroeconomic factors such as smartphone adoption and increased consumer spending.


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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