Digital Out-of-Home Advertising - Chile

Ad spending in the Digital Out-of-Home Advertising market in Chile is forecasted to reach US$88.32m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) for ad spending is 6.55%, leading to an estimated market volume of US$129.20m by 2030.
Chile is expected to reach a market volume of US$4.37bn in 2024, making it one of the top contributors to ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$4.49 in 2024.
Chile's Digital Out-of-Home Advertising market is rapidly expanding, driven by increased urbanization and tech-savvy consumer behavior.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) 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. Key players in Digital 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.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Chile is experiencing significant growth and development.

Customer preferences: Customers in Chile are increasingly drawn to digital out-of-home advertising due to its dynamic and interactive nature. Digital screens and billboards allow for more engaging and eye-catching advertisements compared to traditional static billboards. Additionally, the ability to display multiple advertisements on a rotating basis allows advertisers to reach a wider audience and tailor their messages to specific times of the day or target demographics.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Chile is the adoption of programmatic advertising. Programmatic advertising allows for the real-time buying and selling of ad space, enabling advertisers to target specific audiences and optimize their campaigns for maximum impact. This trend is driven by the increasing availability of data and analytics, which allow advertisers to better understand their target audience and deliver more personalized and relevant advertisements. Another trend in the market is the integration of digital out-of-home advertising with mobile and online platforms. This allows advertisers to create a seamless and integrated advertising experience across multiple channels. For example, a customer may see an advertisement on a digital billboard and then receive a related offer or promotion on their mobile device. This integration not only enhances the effectiveness of advertising campaigns but also provides a more engaging and interactive experience for consumers.

Local special circumstances: Chile has a strong and growing economy, which provides a favorable environment for the digital out-of-home advertising market. The country has a high level of urbanization, with a large proportion of the population living in major cities such as Santiago. This concentration of population in urban areas creates a captive audience for digital out-of-home advertising, as these areas typically have high foot traffic and a large number of potential customers. Additionally, Chile has a high smartphone penetration rate, with a significant portion of the population using mobile devices to access the internet and consume content. This presents an opportunity for advertisers to leverage mobile technology to enhance their digital out-of-home advertising campaigns and engage with consumers on a more personal level.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in Chile is supported by various macroeconomic factors. The country has a stable political and economic environment, which attracts both domestic and international investors. This stability provides a solid foundation for businesses to operate and grow, including those operating in the advertising industry. Furthermore, Chile has a strong digital infrastructure, with widespread internet access and high-speed connectivity. This infrastructure enables the seamless delivery of digital out-of-home advertising content and ensures that advertisements are displayed in a timely and efficient manner. In conclusion, the Digital Out-of-Home Advertising market in Chile is experiencing significant growth and development. Customer preferences for dynamic and interactive advertising, as well as the adoption of programmatic advertising and integration with mobile and online platforms, are driving this growth. The local special circumstances of a strong and growing economy, high urbanization rate, and high smartphone penetration rate further support the development of the market. Additionally, underlying macroeconomic factors such as political and economic stability and a strong digital infrastructure contribute to the growth and success of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.