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Mobile Grabs More Digital Ad Spending in Latin America

In markets across Latin America, mobile makes its mark

March 29, 2016 | Media Buying

Digital ad spending in Latin America is set to reach new heights this year, according to eMarketer’s latest forecast for ad spending around the world. In Mexico, for example, digital will account for nearly a quarter of total media ad spending this year.

Total Media, Digital and Mobile Internet Ad Spending in Mexico, 2014-2020

That’s up from just over a fifth of spending in 2015, and will rise to nearly a third of the total by 2020, the end of our forecast period.

Mobile is rising even more quickly as a share of the total. This year, about one in 10 ad dollars in Mexico will go toward mobile placements, a figure that will rise to about one in four by 2020.

Mobile is rising even more quickly as a share of the total. This year, about one in 10 ad dollars in Mexico will go toward mobile placements, a figure that will rise to about one in four by 2020.

In Brazil, too, mobile spending is rapidly taking a larger chunk of all ad spending in the country. There, mobile will reach just 6.0% of the total this year, however, up from 3.2% in 2015. By 2020, 19.1% of all ad spending in Brazil will be mobile.

Mobile is still further behind in Argentina, where it will account for 4.0% of total paid media spending this year, doubling its share in 2015. By 2020, 17.2% of ad spending in Argentina will be mobile.

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