Digital Video Advertising - Chile

Ad spending in the Digital Video Advertising market in Chile is forecasted to reach US$274.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.75%, leading to a projected market volume of US$384.10m by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated in Chile.
In the Digital Video Advertising market in Chile, 83% of the total ad spending will be generated through mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market in Chile is projected to amount to US$15.11 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Chile is projected to reach US$14.43m in 2024.
Connected TV is expected to show an annual growth rate (CAGR 2024-2030) of 3.22%, resulting in a projected market volume of US$17.44m by 2030.
The Ad spending on short-form videos in the Digital Video Advertising market in Chile is projected to reach US$115.30m in 2024.
The Ad spending on short-form videos is expected to show an annual growth rate (CAGR 2024-2030) of 9.65%, resulting in a projected market volume of US$200.40m by 2030.
Chile's Digital Video Advertising market is witnessing a surge in programmatic ad buying, optimizing targeting and enhancing ROI for advertisers.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Chile has been experiencing significant growth in recent years.

Customer preferences: Chilean consumers have shown a strong preference for digital video advertising due to its convenience and accessibility. With the increasing penetration of smartphones and high-speed internet, people are spending more time online and consuming digital content. This has led to a shift in advertising budgets towards digital platforms, including video advertising. Additionally, consumers in Chile are becoming more receptive to targeted advertising that is relevant to their interests and needs. As a result, advertisers are increasingly investing in digital video advertising to reach their target audience effectively.

Trends in the market: One of the key trends in the Digital Video Advertising market in Chile is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend has been fueled by advancements in technology and data analytics, which enable advertisers to target specific demographics and track the performance of their campaigns in real-time. As a result, programmatic advertising has become an integral part of digital video advertising strategies in Chile. Another trend in the market is the increasing popularity of native video advertising. Native video ads are seamlessly integrated into the user's online experience, making them less intrusive and more engaging. This form of advertising has gained traction in Chile as it provides a non-disruptive way for brands to connect with consumers. Additionally, native video ads are more likely to be viewed and shared by users, increasing their reach and effectiveness.

Local special circumstances: Chile has a highly urbanized population, with a significant portion of the population living in urban areas. This concentration of population in urban centers provides advertisers with a unique opportunity to target a large audience in a relatively small geographic area. Furthermore, Chile has a high internet penetration rate, with a large percentage of the population having access to the internet. This widespread internet access has created a favorable environment for digital video advertising to thrive.

Underlying macroeconomic factors: Chile has a stable economy and a growing middle class, which has contributed to the growth of the Digital Video Advertising market. The increasing purchasing power of consumers has led to a rise in consumer spending, including spending on digital platforms. Additionally, the government of Chile has implemented policies to promote digital innovation and entrepreneurship, which has created a favorable business environment for digital advertising companies. These macroeconomic factors have played a crucial role in driving the growth of the Digital Video Advertising market in Chile.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, internet users, 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.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.