A quick transition to digital ads
Ad dollars follow fast as consumers shift their media consumption preferences toward digital. Currently, over 80 percent of the Argentinian population has access to the internet. Therefore, it is no surprise that online advertising has speedily grown in the country. In 2016, the internet had a 20 percent share in Argentina’s ad spend. In the first half of 2022, online advertising accounted for over 40 percent of the total – roughly the same share recorded by TV ads. With the internet boom, Argentina became one of the fastest-growing digital ad markets worldwide in 2023. In addition, the South American country leads the adoption of mobile advertising in Latin America. In 2022, Argentina increased its mobile ad spending by 75 percent, while the regional average reached 50 percent.TV still has its power in the Argentinian ad landscape
Despite the increasing flow toward digital ads, TV remains a solid medium for advertising in Argentina. According to a survey conducted in the third quarter of 2022, around 30 percent of the respondents reported discovering new brands, products, and services through ads on television. Additionally, one out of four Argentinians mentioned making such discovery while watching TV shows or movies. Creativity also speaks in favor of television in Argentina: Nearly half of the respondents in another survey considered TV ads the most creative compared to other media. And only five percent felt annoyed by advertising on television, against 70 percent of Argentinians who declared feeling upset with ads on YouTube.
