Instant Messaging Advertising - Chile

Ad spending in the Instant Messaging Advertising market in Chile is forecasted to reach US$440.80k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.29%, leading to a projected market volume of US$504.90k by 2030.
When compared globally, the United States will contribute the most to ad spending (US$74.28m in 2024).
The average ad spending per internet user in the Instant Messaging Advertising market is projected to be US$0.02 in 2024.
Chile is experiencing a surge in Instant Messaging Advertising, with companies leveraging platforms like WhatsApp to engage with consumers in a personalized and direct manner.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Chile is experiencing significant growth and development.

Customer preferences: Chilean consumers have shown a growing preference for instant messaging platforms as a means of communication. With the increasing popularity of smartphones and the widespread use of messaging apps, such as WhatsApp and Facebook Messenger, these platforms have become an integral part of people's daily lives. As a result, advertisers are recognizing the potential of reaching a large audience through instant messaging advertising.

Trends in the market: One of the key trends in the instant messaging advertising market in Chile is the shift towards personalized and targeted advertising. Advertisers are leveraging the data collected from instant messaging platforms to deliver more relevant and customized advertisements to users. This approach not only enhances the user experience but also increases the effectiveness of advertising campaigns. Another trend in the market is the integration of chatbots into instant messaging platforms. Chatbots are automated conversational agents that can interact with users in a natural language format. Advertisers are using chatbots to engage with consumers, provide information about products and services, and even facilitate transactions. This trend is driven by the increasing demand for instant and personalized customer service.

Local special circumstances: Chile has a high smartphone penetration rate, with a large portion of the population using instant messaging apps on a regular basis. This provides a fertile ground for advertisers to reach a wide audience through instant messaging advertising. Additionally, the relatively high literacy rate in Chile makes text-based advertising on instant messaging platforms particularly effective.

Underlying macroeconomic factors: Chile has a stable and growing economy, which provides a favorable environment for businesses to invest in advertising. The country has experienced steady economic growth in recent years, and this has translated into increased consumer spending power. As a result, advertisers are willing to allocate more resources to instant messaging advertising to tap into the growing consumer market. In conclusion, the Instant Messaging Advertising market in Chile is thriving due to the preferences of Chilean consumers for instant messaging platforms, the trends towards personalized and targeted advertising, the integration of chatbots, the high smartphone penetration rate, the relatively high literacy rate, and the stable and growing economy. Advertisers are recognizing the potential of instant messaging advertising to reach a large and engaged audience, and they are investing in this market to capitalize on the opportunities it presents.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.