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Digital ad spending in Mexico is set to rise by double-digit rates through at least 2019, the end of eMarketer’s forecast period. But spending on mobile ads in particular will rise even more quickly, and will amount to a majority of all digital paid media spending by 2017.
This year, eMarketer estimates, advertisers in Mexico will invest $1.20 billion in paid media served to internet-connected devices, including PCs, mobile phones, tablets, ereaders and more. That’s an increase of 25.0% over 2014, and spending will reach $2.01 billion by 2019. At that point, digital will account for 29.1% of total media ad spending in Mexico.
But the mobile component of that spending is growing even more rapidly. This year, eMarketer estimates, mobile internet ad spending will rise 76.0% to reach 32.6% of digital ad spending, or $391.4 million. It will still be growing more than twice as quickly as digital as a whole in 2019, when it will account for more than two-thirds of all digital ad spending.
At that point, spending on desktop-based advertising will have dwindled to $652.8 million—more than 19% below this year’s spending levels.
Mexico has the second-largest mobile internet ad market in Latin America this year, after Brazil, a position it will maintain throughout eMarketer’s forecast period. By 2019, however, spending in Argentina will be within just a few million dollars. No other country in the region will come close to their spending levels.
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