By  on April 30, 2018

A subtle sea change is occurring in Latin America. According to eMarketer’s report, “Latin America Ad Spending Summary 2018,” marketers are increasingly shifting ad dollars toward mobile-first methods within a region that’s continued to maintain traditional methods to reach consumers. Likely provoked by looming presidential elections and the coming World Cup, eMarketer forecasts that total ad spending will increase by 8.7 percent, or $38.04 billion.

The region has some catching up to do. “Digital’s share of total media spend in Latin America will trail the worldwide average: 26.3 percent versus 43.5 percent,” the report said. “Latin America will under-index throughout the forecast period due to the sheer power of TV within the region, and as advertisers play catch-up with rising Internet penetration and smartphone adoption rates. We forecast digital will grow from $10.01 billion in 2018 to $14.76 billion in 2022.”

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