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Latin America Ad Spending 2024

Mobile, Video, and Retail Media Fuel Digital’s Continuing Ascent

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About This Report
At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.
Table of Contents

Latin America’s digital advertising industry will continue to grow unabated in 2024, thanks to double-digit gains in video and retail media ad spending. Improving economic conditions in Brazil and Mexico will also help take the regional market to new heights, offsetting contractions in Argentina and less robust growth in smaller markets like Peru.

Key Question: Which countries, formats, and channels are driving Latin America’s ad market this year?

Key Stat: Although digital’s share of total media ad spending in Latin America first exceeded 50% in 2022, Argentina and Chile will reach that milestone this year for the first time, as advertisers reduce their reliance on traditional media like TV.

Here’s what’s in the full report

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14charts

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Table of Contents

  1. Executive Summary
  2. The economy, politics, and major sporting events will weigh heavily on ad spending this year
  3. Five important findings from our forecast
  1. Behind the Numbers
  2. Listen Next
  3. Sources
  1. Media Gallery

authors

Matteo Ceurvels

Contributors

Paul Briggs
Principal Analyst
Suzy Davidkhanian
VP, Content
Donte Gibson
Senior Chart Editor
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Oscar Orozco
Director, Forecasting
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Data Specialist
Emman Velasco
Chart Editor
Paul Verna
Principal Analyst
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