Digital Ad Spending in Latin America: Trends and Insights for Argentina, Brazil, Chile and Mexico - eMarketer
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Digital Ad Spending in Latin America: Trends and Insights for Argentina, Brazil, Chile and Mexico

eMarketer Report

By: eMarketer

Published: December 14, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Ad spending in Latin America will pass $42 billion in 2016 and expand further through 2020, propelled by increased ad investment in each of the region’s four largest markets—Argentina, Brazil, Chile and Mexico. The extent and sources of those gains, however, will vary from market to market.

  • In all four markets, TV will receive the largest share of total media ad spending, but digital has been and will continue to grow at a faster rate.
  • When it comes to digital advertising, display spending tends to be much more popular than search. Display will represent over 50% of digital ad spending and search about 40% in most of the countries studied. One exception is Brazil, where display and search will be responsible for approximately equal shares of less than 50%.
  • On average, 32.0% of digital ad investment in Latin America will go to mobile this year. Brazil’s mobile share will be at the low end (29.7%), while in Mexico over half of digital outlays will be for mobile efforts.

"Mexico is a standout in the region when it comes to mobile, with a majority of digital ad spending devoted to such devices rather than to desktop."

Table of Contents

Argentina

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Brazil

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Chile

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Mexico

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16 charts are included in the full report:

Digital Ad Spending in Latin America: Trends and Insights for Argentina, Brazil, Chile and Mexico

Digital Ad Spending in Mexico, by Device, 2015-2020 (millions)

Argentina

Total Media, Digital and Mobile Internet Ad Spending in Argentina, 2015-2020

Digital Ad Spending by Format

Digital Ad Spending in Argentina, by Format, 2015-2020 (millions, % change and % of total)

Mobile Ad Spending

Digital Ad Spending in Argentina, by Device, 2015-2020 (millions)

Brazil

Total Media Ad Spending in Brazil, by Media, 2015-2020 (billions)

Total Media Ad Spending Share in Brazil, by Media, 2015-2020 (% of total)

Total Media Ad Spending Growth in Brazil, by Media, 2015-2020 (% change)

Digital Ad Spending by Format

Digital Ad Spending in Brazil, by Format, 2015-2020 (billions, % change and % of total)

Mobile Ad Spending

Digital Ad Spending in Brazil, by Device, 2015-2020 (billions)

Chile

Total Media, Digital and Mobile Internet Ad Spending in Chile, 2015-2020

Digital Ad Spending by Format

Digital Ad Spending in Chile, by Format, 2015-2020 (millions, % change and % of total)

Mobile Ad Spending

Digital Ad Spending in Chile, by Device, 2015-2020 (millions)

Mexico

Total Media Ad Spending in Mexico, by Media, 2015-2020 (billions)

Total Media Ad Spending Growth in Mexico, by Media, 2015-2020 (% change)

Digital Ad Spending by Format

Digital Ad Spending in Mexico, by Format, 2015-2020 (millions, % change and % of total)

Mobile Ad Spending

Digital Ad Spending in Mexico, by Device, 2015-2020 (millions)