Out-of-Home Advertising - Chile | Statista Market Forecast

Chile's ad spending in the Out-of-Home Advertising market is expected to reach US$172.00m in 2024.
The country's largest market is Digital Out-of-Home Advertising, with a market volume of US$88.32m in 2024.
In global comparison, most ad spending will be generated United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$8.75 in 2024.
Chile's Out-of-Home Advertising market is experiencing a shift towards digital billboards, enhancing engagement and targeting capabilities in urban areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Chile is experiencing significant growth and development. Customer preferences are shifting towards outdoor advertising due to its effectiveness in reaching a wide audience. Additionally, local special circumstances and underlying macroeconomic factors are contributing to the expansion of the market.

Customer preferences: Customers in Chile are increasingly drawn to Out-of-Home Advertising due to its ability to capture their attention in a visually appealing and engaging manner. With the rise of digital billboards and interactive displays, advertisers have been able to create more dynamic and immersive experiences for consumers. This has led to a higher level of engagement and brand recall among customers, making Out-of-Home Advertising an attractive option for businesses.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Chile is the integration of technology. Digital billboards and interactive displays have become more prevalent, allowing advertisers to deliver targeted and personalized messages to consumers. This trend is driven by advancements in technology and the increasing demand for more interactive and engaging advertising experiences. Another trend in the market is the use of data analytics and audience measurement. Advertisers are now able to gather data on consumer behavior and preferences, allowing them to better target their advertising campaigns. This data-driven approach has led to more effective and efficient advertising strategies, resulting in higher returns on investment for businesses.

Local special circumstances: Chile's urbanization rate is one of the highest in Latin America, with a significant portion of the population living in urban areas. This concentration of population in cities creates a favorable environment for Out-of-Home Advertising, as there is a large and diverse audience to reach. Additionally, Chile has a strong tourism industry, attracting both domestic and international visitors. This presents an opportunity for advertisers to target tourists through Out-of-Home Advertising, further contributing to the growth of the market.

Underlying macroeconomic factors: Chile has experienced steady economic growth in recent years, resulting in an increase in consumer spending power. This has led to a greater demand for products and services, which in turn drives the need for advertising. As businesses look to capture the attention of consumers, Out-of-Home Advertising becomes a valuable tool to reach a wide audience and increase brand awareness. Furthermore, the government in Chile has implemented policies to attract foreign investment and promote business growth. This has led to an influx of international companies entering the market, increasing competition and driving the need for effective advertising strategies. As a result, the Out-of-Home Advertising market in Chile is expected to continue its growth trajectory in the coming years. In conclusion, the Out-of-Home Advertising market in Chile is developing rapidly due to customer preferences for visually appealing and engaging advertising, the integration of technology, the use of data analytics, local special circumstances such as urbanization and tourism, and underlying macroeconomic factors such as economic growth and government policies. This growth presents opportunities for businesses to effectively reach their target audience and increase brand awareness.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. 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) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.

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

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.