Advertising - Chile

Chile

Ad spending in the Advertising market in Chile is forecasted to reach €1,816.00m in 2024.
The largest market is TV & Video Advertising with a market volume of €665.60m in 2024.
In a global context, the United States will lead in ad spending with €390.80bn in 2024.
Within the Advertising market of Chile, 63% of total ad spending is expected to come from digital channels in 2029.
The average ad spending per capita in the TV & Video Advertising market is projected to be €33.86 in 2024.
Furthermore, within the Advertising sector in Chile, Advertising market of the 77% revenue will be generated through programmatic advertising in 2029.
Chile's advertising market is witnessing a surge in digital ad spending, reflecting a shift towards online platforms to reach tech-savvy consumers.

Key regions: United States, China, Europe, Asia, Japan

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Analyst Opinion

The Advertising market in Chile has been experiencing significant growth in recent years, driven by several key factors.

Customer preferences: One of the main customer preferences in the Advertising market in Chile is a shift towards digital advertising. With the increasing penetration of smartphones and internet access, consumers are spending more time online, creating new opportunities for advertisers to reach their target audience. Additionally, consumers are becoming more tech-savvy and are demanding personalized and interactive advertising experiences. This has led to a rise in digital advertising platforms and technologies in Chile.

Trends in the market: One of the major trends in the Advertising market in Chile is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and cost-effective. This trend is driven by the increasing availability of data and analytics, which enable advertisers to target their audience more effectively. Programmatic advertising also offers real-time bidding and optimization capabilities, allowing advertisers to maximize their return on investment. Another trend in the Advertising market in Chile is the increasing importance of social media advertising. Social media platforms such as Facebook, Instagram, and Twitter have gained significant popularity among Chilean consumers, providing advertisers with a powerful tool to reach their target audience. Social media advertising offers advanced targeting options, allowing advertisers to reach specific demographics, interests, and behaviors. Additionally, social media platforms provide interactive and engaging ad formats, enhancing the effectiveness of advertising campaigns.

Local special circumstances: One of the local special circumstances in the Advertising market in Chile is the high level of smartphone penetration. Chile has one of the highest smartphone penetration rates in Latin America, with a large portion of the population owning a smartphone. This presents a unique opportunity for advertisers to reach consumers through mobile advertising, leveraging the capabilities of smartphones such as location-based targeting and push notifications. Mobile advertising is particularly effective in reaching younger demographics, who are more likely to engage with ads on their smartphones.

Underlying macroeconomic factors: The growth of the Advertising market in Chile is also influenced by underlying macroeconomic factors. Chile has experienced stable economic growth in recent years, which has led to an increase in consumer spending and business investments. This has created a favorable environment for advertisers, as businesses are willing to allocate more budget towards advertising and consumers have more disposable income to spend on products and services. Additionally, Chile has a relatively stable political environment and a well-developed infrastructure, which further supports the growth of the Advertising market. In conclusion, the Advertising market in Chile is experiencing significant growth, driven by customer preferences for digital and interactive advertising, trends such as programmatic advertising and social media advertising, local special circumstances such as high smartphone penetration, and underlying macroeconomic factors including stable economic growth and a favorable business environment.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. 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 particular 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.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per 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).