Key regions: United States, India, China, Japan, United Kingdom
The TV & Video Advertising market in Chile has been experiencing significant growth in recent years.
Customer preferences: Chilean consumers have shown a strong preference for digital content consumption, which has led to a surge in online video viewing. With the increasing availability of high-speed internet and the widespread adoption of smartphones, more and more people in Chile are turning to online platforms to watch their favorite TV shows, movies, and videos. This shift in consumer behavior has created new opportunities for advertisers to reach their target audience through TV and video advertising.
Trends in the market: One of the key trends in the TV & Video Advertising market in Chile is the growing popularity 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 demand for targeted advertising, as advertisers aim to reach specific audiences with personalized messages. Programmatic advertising also offers real-time data and analytics, which allows advertisers to optimize their campaigns and measure their effectiveness. Another trend in the market is the rise of over-the-top (OTT) platforms. OTT platforms provide video content over the internet, bypassing traditional distribution channels such as cable and satellite TV. This trend has gained traction in Chile, with platforms like Netflix, Amazon Prime Video, and Disney+ gaining popularity among consumers. Advertisers are now exploring opportunities to advertise on these platforms, either through pre-roll or mid-roll video ads, to reach a captive audience.
Local special circumstances: Chile has a strong and growing economy, which has contributed to the growth of the TV & Video Advertising market. The country has a relatively high GDP per capita and a large middle class, which has led to increased consumer spending power. This has created a favorable environment for advertisers, as they can target a relatively affluent population with disposable income. Chile also has a well-developed media industry, with a number of TV channels and production companies operating in the country. This has created a competitive market for TV and video advertising, with advertisers vying for prime advertising slots and airtime. Additionally, Chile has a strong creative industry, with talented filmmakers and content creators producing high-quality content that attracts viewers and advertisers alike.
Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Chile is supported by several macroeconomic factors. The country has a stable political environment and a business-friendly regulatory framework, which has attracted investment and fostered economic growth. Chile also has a high internet penetration rate, with a large portion of the population having access to the internet. This has facilitated the growth of online video consumption and created opportunities for advertisers to reach a wider audience. Furthermore, Chile has a young and tech-savvy population, which is driving the adoption of digital technologies and influencing consumer behavior. This has created a fertile ground for the development of the TV & Video Advertising market, as advertisers can leverage digital platforms to engage with their target audience effectively. In conclusion, the TV & Video Advertising market in Chile is experiencing significant growth due to changing customer preferences, such as the increasing popularity of online video consumption. Advertisers are leveraging trends such as programmatic advertising and advertising on OTT platforms to reach their target audience effectively. Chile's strong economy, well-developed media industry, and favorable macroeconomic factors are contributing to the growth of the market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).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, web traffic, 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, media consumption, internet users, consumer spending, and digital consumer spending.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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
