Chile OOH And DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

Chile OOH And DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

The Chile OOH And DOOH Market size is estimated at USD 171.95 million in 2024, and is expected to reach USD 212.69 million by 2029, growing at a CAGR of 4.34% during the forecast period (2024-2029).

Chile's expanding urban population, coupled with a rising affinity for digital media among consumers, has catalyzed the emergence of OOH and DOOH platforms.

Key Highlights

• Rapid urbanization and increased mobility in Chile are fuelling the growth of both the OOH and DOOH advertising markets. This surge in foot traffic in urban centers is a direct result of these trends. Furthermore, the integration of advanced technologies, like high-resolution digital displays and data analytics, is amplifying the impact of these advertisements.
• Chile's economic stability not only lures global brands but also fuels the demand for advanced advertising solutions. Advertisers, drawn to the potential of delivering real-time, targeted content through DOOH, find Chile's landscape particularly enticing. These factors align to pave the way for a significant growth trajectory in both traditional out-of-home (OOH) and digital out-of-home (DOOH) advertising in Chile.
• Moreover, the surge in Chile's urban population, coupled with a growing preference for digital media among consumers, is fuelling the growth of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) platforms. This urbanization trend is not only creating new high-traffic areas in Chile, including shopping malls, public transport hubs, and busy streets but also positioning them as prime locations for OOH and DOOH advertising.
• In September 2023, Kantar Media, a global provider of audience measurement, revealed that its Campaign Audience Validation is now accessible in Chile, marking the product's debut in the Latin American market. Campaign Audience Validation is tailored to offer advertisers and agencies deduplicated audience data across platforms. This service provides continuous insights, aiding in optimizing campaign reach and frequency.
• In December 2023, Locations Media Xchange (LMX), a software provider for Out-of-Home (OOH) media owners, seamlessly integrated with Latinad CMS. This collaboration empowers media owners in Latin America, enabling them to execute programmatic campaigns via Latinad CMS effortlessly. By integrating Latinad CMS, media owners in various countries, including Chile, where Latinad holds a substantial presence, gain direct access to programmatic advertising demand.
• However, the growth of the OOH and DOOH market in Chile is restricted by high initial investment costs, regulatory constraints, and competition from digital and social media platforms. Additionally, the need for continuous technological upgrades and limited prime advertising locations pose challenges to market expansion.

Chile OOH and DOOH Market Trends

Ongoing Shift Towards Digital Advertising Aided by Increased Spending on Smart City Projects

• In Chile, smart city initiatives are driving growth in the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. These initiatives are reshaping the advertising scene, ushering in advanced infrastructure like digital screens and interactive kiosks. Furthermore, the rise of IoT and 5G technology has revolutionized connectivity. This evolution empowers advertisers to initiate real-time, data-centric campaigns, elevating their relevance and engaging audiences effectively.
• Smart city innovations not only increase foot traffic and improve ad visibility but also align with the digital advertising trend, pivoting away from print media to resonate with eco-conscious consumers due to their sustainability focus. This alignment significantly enhances the effectiveness and extends the reach of both Out-of-Home (OOH) and Digital Out-of-Home (DOOH) campaigns.
• As of February 2024, Santiago de Chile has emerged in the top position as the premier smart city in Latin America, ranking 91st globally in the 2024 IESE Cities in Motion Index (ICIM). According to the IESE Center for Globalization and Strategy, this achievement stems from evaluating 183 cities across 92 countries, focusing on 114 indicators of urban progress.
• Furthermore, the surge in digital advertising is fuelling the expansion of Chile’s Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets. By harnessing technology to design immersive and dynamic ad experiences and by utilizing sophisticated data analytics, they enhance ad targeting, boosting both relevance and impact. Digital platforms maximize ad space by showcasing multiple ads simultaneously, thanks to their inherent flexibility. This innovation not only enhances the appeal of OOH and DOOH advertising to advertisers but also fuels market growth.

Billboard Application Segment to Hold Significant Market Share

• Chile's Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets are on the rise, driven by the growing adoption of digital billboards. These billboards, showcasing dynamic, real-time content, are revolutionizing how audiences interact with their vivid displays.
• In Chile, digital billboards are increasingly common, establishing themselves as a potent advertising platform for global products and services. Once limited to highways, billboards now dominate major urban streets. Their allure stems from their agility in disseminating real-time information, whether on roadsides, in shopping centers, or even at sports venues.
• Advertisers in Chile are rapidly embracing a dynamic approach. They are promptly adjusting messages, incorporating real-time data (such as local events and time of day), and leveraging dynamic graphics. Digital billboards, primarily known for their adaptability, not only enhance campaign efficacy but also broaden their reach. These billboards go a step further by providing vital analytics and empowering advertisers to build precise and effective strategies.
• Digital billboards leverage advanced data analytics, providing advertisers with precise measurements of ad performance. They track key metrics like impressions and engagement, enabling more accurate ROI assessments and enhancing ad spend efficiencies. Furthermore, digital billboards seamlessly integrate with mobile and social media, amplifying campaign reach through a cohesive multi-channel strategy. What's more, a growing environmental consciousness bolsters the appeal of digital billboards, given their adoption of energy-efficient technologies and sustainable practices.
• In August 2023, two months after running its Equity campaign in 14 cities across Chile, Coca-Cola Chile, in celebration of its 80th anniversary in the country, has witnessed positive results with its latest OOH and MOOH campaign, exclusively crafted by Latcom. Implementing Out-Of-Home (OOH) and Mobile Out-Of-Home (MOOH) strategies has underscored the efficacy of outdoor advertising, yielding enhanced results. Within a few weeks, Coca-Cola Chile's Top of Mind in 14 cities surged by 18%, peaking at 75% in the beverage segment. Notably, it clinched the top spot in out-of-home (OOH) visibility, ruling an overall 70%, a substantial leap from the campaign's outset at 30%.

Chile OOH and DOOH Industry Overview

The Chile OOH and DOOH Market is moderately competitive due to the existence of major key players like Vistar Media, Plan B Media Public Company Limited, and Rocktech Global Public Company Limited, among others. Market players are bolstering their portfolios and pursuing lasting competitive edges via strategic partnerships and product rollouts.

• April 2024: Vistar Media, a global provider of out-of-home (OOH) media technology solutions, has unveiled a strategic collaboration with PRODOOH, Latin America's programmatic OOH media firm. This partnership aims to introduce Vistar's advanced advertising offerings to the region. PRODOOH's local experts, in collaboration with Vistar's advanced technology, are set to establish programmatic OOH in Latin America. Their initial focus would be on Mexico and Brazil, with a roadmap to swiftly extend operations to Argentina, Chile, Colombia, and Peru.
• November 2023: Displayce, a demand-side platform focused on programmatic digital out-of-home (DOOH) advertising, and Place Exchange, a supply-side platform (SSP) for programmatic OOH media, have unveiled a strategic integration. This move aims to broaden the global DOOH supply network, opening enhanced marketing avenues for Displayce's clientele. By integrating Place Exchange's extensive global inventory, it has expanded its buying platform. This integration has brought on board 40 new media owners and enhanced 14 existing markets, notably the United States, Brazil, Argentina, Mexico, and Chile, for their clientele.

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• The market estimate (ME) sheet in Excel format
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