Digital, mobile advertising set to rocket in LATAM


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Juan Fernandez Gonzalez

| 30 March 2016




Mexico and Brazil will lead a burgeoning mobile advertising market which will double by the end of this year, according to eMarketer.



movilIts latest report reveals that digital ad spending in Latin America is set to reach new heights this year, accounting, in Mexico, for nearly a quarter of total media ad spending in 2016. Digital ads represented less than 20% of Mexico's total advertising spending last year, but are set to rise to nearly a third of the total by 2020.

According to the agency, mobile is rising even more quickly as a share of the total. In 2016, about $1 in every $10 spent in advertising in Mexico will go toward mobile screens, rising to about $1 in $4 by 2020.

The same trend is apparent in Brazil, where next summer's Olympics are expected to give an extra boost to the advertising sector. Mobile spending is rapidly taking a larger chunk of all ad spending in the Portuguese-speaking country. Mobile will reach just 6% of the total this year, up from 3.2% in 2015. By 2020, 19.1% of all ad spending in Brazil will be mobile.

In Argentina, the region's third largest economy, mobile advertising will account for 4% of total media spending this year, also double its share compared to 2015. By 2020, 17.2% of ad spending in Argentina will be mobile.