Mexico is the second country in Latin America where they invest the most in digital advertising. And that is seen in the spending of 5.7 billion dollars in the acquisition of marketing on the web, on social networks and by email.
“Brazil is the undisputed leader in investment in advertising in digital media, followed by Mexico,” reveals the fifth edition of the Media Essentials Report for Latin America prepared by Aleph Group.
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Brazilian companies invested 9,807 million dollars in the purchase of digital marketing to promote and sell goods and services.
Chilean companies allocate 990 million dollars to acquire advertising on the web, on social networks and by email. While Panamanian firms spend 258 million dollars, the study by the Argentine company details.
“Increasing digital advertising can expand market reach, build brand awareness and take advantage of the growing digital consumer base in Latin America.
For Latin America, investment in advertising on the web, on social networks and by email is an opportunity to close the gap and take advantage of the potential of the digital economy.
According to the analysis, Argentina and Colombia, although they are large advertising markets, have digital investment proportions that are close to the Latin American average.
“This disparity shows that investment in digital advertising is not distributed evenly in the region. While Brazil and Mexico drive much of the spending, other countries such as Argentina and Colombia have considerable room to increase their investment in digital advertising,” comments the analysis.
It adds that investment in advertising in digital media (or web, social networks and email) has experienced an annual growth rate of 12 percent between 2017 and 2025 in Latin America, the study details.
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In 2017, companies with operations in Latin America paid 7.1 billion dollars in advertising on the web, social networks and email, when in 2025 they allocated more than 21.3 billion dollars in advertisements on the Internet, social networks and other platforms.
Investment in advertising in offline media (or TV, radio, press and outdoor advertising) has shown marginal growth between 2017 and 2025 in Latin American companies.
In 2017, businesses grew from $19.3 billion to $20.6 billion over the same period, with a much lower annual growth rate of around 0.6 percent.
“The turning point occurred in 2022, when investment in digital advertising surpassed investment in online media for the first time. Marking a significant change in the advertising landscape in Latin America.”
Digital advertising is steadily gaining ground as brands increasingly recognize its potential and results, according to the study.
