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Digital advertising in Latin America - statistics & facts

With a value of 11 billion U.S. dollars and a two-percent share of the global market, digital advertising in Latin America still has ample room for growth. Despite digital being the leading advertising medium worldwide, in Latin America the top spot still belongs to TV media, with over 50 percent of the region’s advertising market. This is bound to change soon, given internet advertising’s status as  fastest-growing ad medium in both Latin America as a whole and in country markets such as Brazil, Mexico, and Argentina. This upswing is expected to allow digital advertising to overtake TV as the region’s strongest ad medium as soon as 2024. 

Largest country markets

Brazil, Mexico, and Argentina were three of the four Latin American nations with the highest digital advertising spending growth rate  in 2021. Brazil, the region’s largest country by surface and population, is also by far its largest digital ad market, accounting for over 45 percent of the area’s total ad spending. Mexico ranked second with a digital ad revenue of 1.7 billion U.S. dollars. Brazil and Mexico also ranked first and second when it came to the share of digital  in the respective countries’ total ad spend.

Digital advertising formats

Search advertising was the most invested-in digital advertising format  in Latin America and the Caribbean, bringing in almost one-half of the region’s total digital ad spending. Social media was the second most invested-in ad format, with more than one-third of total digital ad spend. Facebook was the key player for this format, holding over three quarters of all social media website visits in South America. Mobile advertising revenue has been on the rise in Latin America, comprising more than half of the region’s digital ad spend and being expected to double in value between 2019 and 2024. Brazil took the cake as most mobile-savvy market, with a 59 percent share of mobile in its digital ad revenue. Rich media was the most invested-in mobile advertising format  in the region, while consumer packaged goods (CPG) was the industry with the highest mobile ad spend.

Audience and consumer perceptions

Content creators had considerable purchasing influence in Latin America, with almost half of surveyed Brazilians saying they bought a product recommended by an influencer. A tendency to use social media to research brands has also been observed in the region, with two thirds of internet users in Colombia and Argentina saying they did so - the fourth and seventh highest values worldwide. Ad personalization was found to be generally accepted throughout the region, with an average of eight out of 10 surveyed digital TV viewers saying they found ads personalized around the show they were watching acceptable within streaming content. On the other hand, more than two thirds of internet users in the region stated they did not feel represented by the ads they encountered - the main reason being that the advertised products were not local.  

Interesting statistics

In the following 6 chapters, you will quickly find the 32 most important statistics relating to "Digital advertising in Latin America".

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