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Spending on paid media in Mexico is rising at a
healthy pace and will total $5.15 billion
in 2014, eMarketer estimates. Ad spending in practically every channel and format
are expected to outpace estimated GDP growth of
between 2% and 3% this year, according to a new eMarketer report, “Mexico Ad Spending 2014 & 2015: Digital Share Increases in a Still TV-Centric Market.”
TV continues to take the lion’s share of ad budgets,
making up roughly two-thirds of overall spend. Digital
is still relatively small compared with TV, accounting for
about one-fifth of total spending this year, but is increasing
considerably faster than any other channel.
Display remains the leading digital format for advertising
in Mexico, with $636.48 million and a 61.0% share of paid
digital media expenditures in 2014, eMarketer estimates.
That figure is up 33.1% from a year earlier and will be
followed by a 21.8% improvement that will push digital
display ad spending to $775.20 million in 2015.
While banners represent the bulk of investments in
display advertising in Mexico, the Interactive Advertising
Bureau México (IAB México) and PricewaterhouseCoopers (PwC) found that they
expanded by a mere 6% in 2013.
Expenditures in social media and digital video
advertising, on the other hand, registered triple-digit
expansions—or just shy of it—in the past two years.
According to IAB México and PwC, social
media ad spending improved by 94% and 155%,
respectively, in 2012 and 2013. The same study found that
advertisers more than tripled their investments in digital
video in 2012 and doubled them the following year.
The growth of social and video spending means that
traditional banners will make up a smaller portion of
overall display spending. IAB México and PwC found
that banners and rich media took 77% of the display
market in 2012, compared with social media claiming
12% and digital video getting the remaining 11%. One
year later, the landscape had changed dramatically, with
banners and rich media reduced to a 61% share. There
is little reason to think the trend will be any different in
2014. Indeed, it is likely to have accelerated thanks to the
better-than-expected performance delivered by Mexico’s
national team during the World Cup and the heavy social
component attached to the event.
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