Market Insights Advertising & Media Advertising

Direct Messaging Advertising - New Zealand

New Zealand

Ad spending in the Direct Messaging Advertising market in New Zealand is forecasted to reach €246.00m in 2024.
The anticipated annual growth rate (CAGR 2024-2029) for ad spending is -0.74%, leading to a projected market volume of €237.00m by 2029.
The largest market is Direct Mail Advertising with a market volume of €173.50m in 2024.
When compared globally, the United States will generate the most ad spending (€27,800.00m in 2024).
The average ad spending per capita in the Direct Messaging Advertising market is estimated to be €46.68 in 2024.
In New Zealand, the Direct Messaging Advertising market is seeing a shift towards personalized, interactive campaigns to enhance customer engagement and drive conversions.

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

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Analyst Opinion

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

Customer preferences: Customers in New Zealand are increasingly turning to direct messaging platforms as a means of communication. With the rise of social media and messaging apps, such as Facebook Messenger and WhatsApp, people are spending more time on these platforms and are more receptive to advertising messages delivered through direct messaging. Additionally, customers appreciate the convenience and personalization that direct messaging offers, as it allows them to have one-on-one interactions with businesses and receive tailored promotions and offers.

Trends in the market: One of the key trends in the Direct Messaging Advertising market in New Zealand is the use of chatbots. Businesses are leveraging chatbots to automate customer interactions and deliver personalized advertising messages. Chatbots can provide immediate responses to customer queries, offer product recommendations, and even complete transactions. This trend is driven by advancements in artificial intelligence and natural language processing, which enable chatbots to understand and respond to customer inquiries in a human-like manner. Another trend in the market is the integration of direct messaging advertising with e-commerce platforms. Businesses are increasingly using direct messaging platforms to not only promote their products and services but also facilitate the entire customer journey, from discovery to purchase. This integration allows customers to browse and purchase products directly within the messaging app, making the shopping experience seamless and convenient.

Local special circumstances: In New Zealand, the Direct Messaging Advertising market is influenced by the country's small population size and unique cultural landscape. With a population of around 5 million, businesses in New Zealand have a smaller target audience compared to larger markets. This presents both challenges and opportunities for direct messaging advertisers. On one hand, reaching a smaller audience may require more targeted and personalized advertising messages. On the other hand, the close-knit nature of the New Zealand market allows for more intimate customer-business relationships, which can be fostered through direct messaging platforms.

Underlying macroeconomic factors: The growth of the Direct Messaging Advertising market in New Zealand is also influenced by the country's strong economy and high smartphone penetration rate. New Zealand has a stable and prosperous economy, which provides businesses with the financial resources to invest in advertising and marketing initiatives. Additionally, New Zealand has one of the highest smartphone penetration rates in the world, with the majority of the population owning a smartphone. This widespread smartphone usage creates a fertile ground for direct messaging advertising, as it allows businesses to reach customers anytime and anywhere. In conclusion, the Direct Messaging Advertising market in New Zealand is experiencing growth and development due to customer preferences for direct communication, trends such as the use of chatbots and integration with e-commerce platforms, local special circumstances such as the small population size and unique cultural landscape, and underlying macroeconomic factors such as a strong economy and high smartphone penetration rate.

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 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, 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 the Statista Consumer Insights Global survey is reweighted for representativeness.