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Argentina Home to Fastest-Growing Ad Market Worldwide

The country lags in digital and mobile ad spending

April 17, 2015 | Media Buying

This year, and throughout eMarketer’s forecast period, Argentina takes first place by a significant metric: The country boasts the fastest-growing paid media market in the world, with total ad spending expected to increase this year nearly 10 percentage points faster than in second-place Indonesia.

Total Media, Digital and Mobile Internet Ad Spending in Argentina, 2013-2018

That growth will bring the ad market in Argentina to $4.71 billion in 2015, and it will surpass $9 billion by 2018, when expenditures will still be growing by more than 20% annually.

In terms of digital ad spending growth, Argentina comes in second worldwide. Expenditures on ads served to internet-connected devices, including PCs and mobile devices, will be up 32.0% this year, and will account for 12.8% of all ad spending in the country. The share of total media spending going toward digital will rise, but only slightly, during eMarketer’s forecast period. Argentina is second-from-last in the world by this metric, and by 2017 will drop to last place as Indonesia’s digital market grows more robustly.

Nearly half of digital ad spending in Argentina goes to display ads—a contrast to many developing digital ad markets, where most spending is on search.

Digital Ad Spending in Argentina, by Format, 2013-2019 (millions, % change and % of total)

Search is expected to grow slightly faster than display throughout our forecast period, though the slow growth in classified ads means both search and display will gain share by 2019.

Argentina is also a global laggard when it comes to mobile internet ad spending. Though its growth is the fastest in the world this year (tied with Indonesia), it’s also second from the bottom in terms of the share of total media ad spending going toward mobile. And, again, faster growth in Indonesia’s mobile ad market means that by 2017, Argentina will be last in the world by this metric.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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