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Digital advertising in Latin America - statistics & facts

With a value of 7.5 billion U.S. dollars and an under-three percent share of the global market, digital advertising in Latin America still has plenty of room to grow. On the global level and in such leading ad markets as the United States, Canada, and Japan, the internet is the strongest advertising medium. Latin America is not quite there yet, with the internet accounting for one quarter of its ad pie. Here, the internet is still trumped by TV media, which owns over 50 percent of the advertising market. The process of digitization is, however, clearly visible in a different metric: internet advertising is the fastest growing ad medium in Latin America altogether as well as in many local, country markets, such as Brazil, Mexico, and Argentina.

Largest country markets

The above-mentioned nations concentrate nearly 80 percent of Latin American digital ad spending and are the only three countries with a two-digit share. 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. Brazilian sources estimate the value of the market at 5.4 billion U.S. dollars and a 33 percent share of the total advertising spending for digital ads. Mexico ranks second, with a market value of 2.1 billion U.S. dollars and a 34 percent share of the total ad expenditure for digital advertising. Argentina completes the top three by spending 201 million U.S. dollars (or 28 percent of the country’s total ad spending) on digital ads.

Digital advertising formats

Search advertising is the strongest digital ad format in Latin America and the Caribbean, attracting nearly five billion U.S. dollars in spending. Because Google concentrates over 97 percent of the market, this amount can be considered Google ad revenue. Social media advertising ranks second, with almost 3.8 billion U.S. dollars. For this format, Facebook is the key player, holding over three quarters of the market. With about 1.8 billion U.S. dollars in spending, banner advertising rounds up the top three digital ad spending formats in Latin America and the Caribbean.

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

Digital advertising in Latin America

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Brazil

Mexico

Argentina

Colombia

Chile

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