TV & Video Advertising - Colombia

Ad spending in the TV & Video Advertising market in Colombia is forecasted to reach US$833.40m in 2024.
The largest market within this market is Traditional TV Advertising, which is estimated to have a market volume of US$599.40m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$14.21 in 2024.
By 2030, the number of TV Viewers in Colombia is anticipated to reach 0.0users.
Colombia's TV & Video Advertising market is seeing a surge in programmatic ad buying, revolutionizing how brands target audiences in the digital landscape.

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Colombia has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Colombia have shifted towards digital platforms, with an increasing number of consumers accessing content through streaming services and online video platforms. This change in behavior has led advertisers to allocate a larger portion of their budgets to digital advertising, including TV and video advertising. Additionally, consumers in Colombia are becoming more selective in their content consumption, preferring personalized and targeted advertisements that resonate with their interests and values. Trends in the market reflect the growing importance of digital advertising in Colombia. Advertisers are leveraging the power of data and analytics to optimize their TV and video advertising campaigns, ensuring that they reach the right audience at the right time. Programmatic advertising, which uses automated technology to buy and sell advertising space, is also gaining traction in Colombia, allowing advertisers to efficiently reach their target audience and maximize their return on investment. Local special circumstances in Colombia, such as the increasing availability of high-speed internet and the growing penetration of smartphones, have further fueled the growth of the TV and video advertising market. These factors have enabled more Colombians to access online video content, leading to an increase in advertising opportunities on digital platforms. Additionally, the rise of social media platforms in Colombia has provided advertisers with new avenues to engage with their target audience through video content. Underlying macroeconomic factors have also played a role in the development of the TV and video advertising market in Colombia. The country's stable economic growth and rising middle class have resulted in increased consumer spending power, which in turn has attracted more advertisers to invest in TV and video advertising. Furthermore, Colombia's favorable business environment and government policies have encouraged foreign investment in the advertising sector, contributing to the overall growth of the market. In conclusion, the TV and video advertising market in Colombia is experiencing significant growth due to a combination of customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As digital platforms continue to gain prominence and consumer behavior evolves, advertisers in Colombia are adapting their strategies to effectively reach their target audience and capitalize on the growing opportunities in 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.

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