Digital ad spending has been on a strong upswing in Mexico, posting gains higher than 30% in the past two years, eMarketer estimates. Moreover, the trend is not showing signs of slowing: Increases are set to break the 30% mark again in 2013, when expenditure in digital media will rise to $660 million. And, boosted by investments earmarked for the 2014 FIFA World Cup in Brazil, digital advertising will accelerate 35.3% next year.
eMarketer predicts the string of double-digit growth rates in digital ad spending in Mexico will continue through the forecast period—albeit at a much slower pace beginning in 2015. Expanding at such rate, investments in advertising through digital media outlets will break the $1 billion mark in 2015 and will nearly triple in value by 2017, when the category will take in $1.53 billion.
According to data released in October 2013 by Confederación de la Industria de la Comunicación Mercadotécnica (CICOM), online ad spending in Mexico grabbed the third-largest share in ad investments in 2012, with around MXN6.39 billion (nearly $486.1 million), trailing TV and radio, at more than MXN36.83 billion (over $2.79 billion) and around MXN6.45 billion (nearly $490.2 million), respectively. CICOM also found that internet ads represented 9% of total media ad spending during that period.
To produce its annual report, CICOM gathers information from media associations across Mexico, with the Interactive Advertising Bureau México (IAB México) providing the online ad spending estimate, which does not include mobile.
eMarketer also benchmarks our digital media ad spending estimates—including online and mobile—against IAB México’s figures. We predict digital’s share of total ad investments in Mexico will continue to expand through the forecast period, reaching an 18.0% share by 2014 and a whopping 25.2% by 2017.
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