Market Insights Advertising & Media Advertising Direct Messaging Advertising

Instant Messaging Advertising - Malaysia

Malaysia

Ad spending in the Instant Messaging Advertising market in Malaysia is forecasted to reach €351.10k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.90%, leading to a projected market volume of €405.00k by 2029.
When compared globally, the United States is expected to generate the highest ad spending (€68.17m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be €0.01 in 2024.
In Malaysia, Instant Messaging Advertising is rapidly growing as companies capitalize on the country's high smartphone penetration and tech-savvy population.

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

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Analyst Opinion

The Instant Messaging Advertising market in Malaysia is experiencing significant growth and development due to several key factors.

Customer preferences: Customers in Malaysia have shown a strong preference for instant messaging platforms as their primary mode of communication. Instant messaging apps such as WhatsApp, WeChat, and Facebook Messenger have become an integral part of people's daily lives, with a large percentage of the population using these platforms regularly. This high adoption rate has created a vast user base for advertisers to target, making instant messaging advertising an attractive option for businesses looking to reach their target audience.

Trends in the market: One of the key trends in the Instant Messaging Advertising market in Malaysia is the increasing use of chatbots. Chatbots are AI-powered virtual assistants that can interact with users in real-time, providing them with information, answering queries, and even completing transactions. These chatbots can be integrated into instant messaging platforms, allowing businesses to automate customer interactions and provide personalized experiences. This trend is driven by the desire to enhance customer service and improve efficiency, as chatbots can handle a large volume of inquiries simultaneously. Another trend in the market is the rise of influencer marketing through instant messaging platforms. Influencers, who have a significant following on social media, are leveraging instant messaging apps to engage with their audience on a more personal level. By partnering with influencers, brands can tap into their followers' trust and loyalty, effectively promoting their products or services. This trend is fueled by the increasing influence of social media and the desire for authentic and relatable marketing messages.

Local special circumstances: One of the unique aspects of the Instant Messaging Advertising market in Malaysia is the diverse demographic makeup of the country. Malaysia is a multicultural society with a significant population of Malay, Chinese, and Indian ethnicities. Each ethnic group has its own preferences and behaviors when it comes to instant messaging and advertising. Advertisers need to understand these cultural nuances and tailor their messaging accordingly to effectively reach and engage with their target audience.

Underlying macroeconomic factors: The growth of the Instant Messaging Advertising market in Malaysia is also influenced by the country's strong economic performance and increasing smartphone penetration. Malaysia has experienced steady economic growth over the years, resulting in a rising middle class with higher disposable incomes. This has led to increased smartphone ownership and internet access, providing a larger audience for instant messaging advertising. Additionally, the government's push for digital transformation and the development of a digital economy has further accelerated the adoption of instant messaging platforms as a preferred mode of communication and advertising. In conclusion, the Instant Messaging Advertising market in Malaysia is thriving due to customer preferences for instant messaging platforms, trends such as the use of chatbots and influencer marketing, local special circumstances related to the diverse demographic makeup of the country, and underlying macroeconomic factors such as strong economic growth and increasing smartphone penetration. Advertisers can leverage these factors to effectively reach and engage with their target audience in Malaysia.

Methodology

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 Global survey), 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.

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 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 the Statista Consumer Insights Global survey is reweighted for representativeness.