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Display Dominates Digital in Argentina

Mobile ad spending set to triple this year

September 25, 2015 | Media Buying | Media Buying | Media Buying

Nearly 46% of digital ad spending in Argentina goes toward display formats, eMarketer estimates. And display’s share of the total is increasing, along with the share going to search, as classifieds spending suffers.

Digital Ad Spending in Argentina, by Format, 2014-2019 (millions, % change and % of total)

eMarketer forecasts that advertisers in Argentina will spend $355.7 million this year on display ads, including banners, rich media, sponsorships, video, social media and any other display advertising served to internet-connected devices. That’s out of a total digital ad market of $781.8 million this year.

Search will be about $50 million behind in 2015, and that gap will not change much throughout our forecast period. By 2019, display will capture 47.5% of digital dollars, while search gets 41.5%.

Overall, digital ad spending is growing rapidly in Argentina, and the country is still home to the world’s fastest-growing total media ad market.

Mobile ad spending, especially, is climbing quickly. This year, advertisers in Argentina will more than triple spending on mobile internet ads—to a still-small $103.9 million. By 2019, the mobile internet ad market in Argentina will surpass $1.3 billion.

Across total, digital and mobile paid media, Argentina has the third-largest ad market in Latin America, after Brazil and Mexico.

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