Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively, although oddly, it will also have the best performance for digital ad spending growth at 5.0%.
This unusual data point is possible due to a confluence of factors: The region has a relatively low share of ad spending going to digital, so strong growth is still possible amid an otherwise major industry contraction; the region has some of the fastest internet and mobile adoption rates worldwide, so advertisers are motivated to transition their spending to follow their customers; and, finally, the region’s various health and economic crises have led to a huge pullback in traditional spending patterns, giving brands the opportunity to accelerate their transitions to digital with newly available unused ad dollars.