Digital Ad Spending in Mexico Expands Beyond the First Wave - eMarketer
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Digital Ad Spending in Mexico Expands Beyond the First Wave

Ad spending will pass $1 billion in 2015

September 12, 2012 | Media Buying

A new eMarketer report analyzes the growth of the digital ad spending market in Mexico and the key trends driving expansion. As internet uptake has grown and internet users have extended their roster of online activities, brands have taken notice and stepped up their digital campaigns.

The new report, “Digital Ad Spending in Mexico: Advertising Giants Finally Join the Pioneers” analyzes findings from dozens of third-party research providers and interviews with industry executives, exploring Mexico’s growing digital ad spending market and answering key questions including:

  • What are the key trends in digital advertising in Mexico?
  • How long will the fast-paced expansion of the Mexican digital ad market last?
  • What factors will feed the growth of digital advertising in Mexico?
  • How does digital ad spending in Mexico compare with spending in other markets?

In 2007, before internet user uptake gained speed and Web 2.0 exploded, digital advertising in Mexico represented merely 2% of all media advertising. But in the past five years, it has been the only advertising category to record consistent growth. Even in 2009, when all formats of traditional media advertisement shrunk as Mexico weathered an economic downturn, advertisers put an additional 31% of their spending into digital media.

Digital Ad Spending in Mexico, 2010-2016 (millions and % change)

In the early days, brands’ online investments went mostly to display ads and email marketing. Now the market is moving beyond that first wave of growth. Greater numbers of major advertisers are following the early adopters into digital, and more sophisticated ads are being deployed. eMarketer projects digital ad spending in Mexico, which includes online and mobile, will grow at rates greater than 30% through 2014. Expanding at such heated a pace, overall digital ad spending in Mexico will surpass the $1 billion mark for the first time in 2015.

“Today, the landscape could not be more promising,” said eMarketer. “Digital media ad spending in Mexico is being energized by the addition of more screens in the form of mobile devices and an influx of new dollars from brands and media owners who, increasingly familiar with the processes and benefits of digital advertising, are seeking to expand their internet advertising budgets rapidly over the next two years. Solid internet uptake by new users is also supporting the digital ad market’s positive outlook in Mexico.”

Moreover, internet users in Mexico, who so far have used the web primarily for entertainment, are increasingly accessing it to conduct online transactions (e.g., B2C ecommerce, online banking) and to shop online, giving companies plenty of reasons to invest in digital media to complement traditional campaigns.

About eMarketer
eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.



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