Latin America the Fastest-Growing Ad Market Worldwide - eMarketer

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Latin America the Fastest-Growing Ad Market Worldwide

However, the region accounts for a sliver of total ad spending globally

July 15, 2015

Latin America is expected to boast the highest total media ad spending growth globally this year. June 2015 research from Magna Global forecast that advertising expenditures in the region would improve by 9.9% in 2015, down slightly from 11.3% in 2014.

Total Media Ad Spending Growth Worldwide, by Region/Market Maturity, 2014 & 2015 (% change)

Though Latin America’s growth rate will clearly surpass those of Asia-Pacific (6.3%) and the nascent Middle East and Africa (5.4%), the region will still be far behind all others when it comes to share of total ad dollars globally. According to Magna Global, Latin America accounted for just 7% of total media ad spending worldwide last year. North America and Asia-Pacific led that category, with respective shares of 36% and 30%.

Among the six regions tracked by eMarketer (Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe), Latin America will rank fourth in total media ad spending ($42.01 billion) and first in terms of growth rates for total media ad expenditures (13.2%) in 2015.

Looking forward, Latin America is the only region worldwide in which double-digit growth rates for total media ad spending will continue through the end of our forecast period (2019). Such heated growth will bring total regional spend to $65.54 billion in 2019, but it will not result in any ranking changes, given that Latin America’s higher growth in this metric comes from a significantly smaller base than the more advanced markets in North America, Asia-Pacific and Western Europe.


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