LATIN AMERICA

AD SPENDING
SUMMARY 2018
Mobile to Capture Over Half of
the Digital Market
APRIL 2018
Matteo Ceurvels
Contributor: Andrea Szasz
 LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE
OVER HALF OF THE DIGITAL MARKET
As economies in the region begin to recover—coupled with presidential elections and the World Cup—total media
ad spending will grow 8.7% this year to $38.04 billion.

■■ On a global scale, Latin America is the fourth largest ad

Mobile Ad Spending in Latin America, 2017-2022
market and will account for 6.1% of worldwide media billions, % change and % of digital ad spending
ad spending this year. We expect paid media will rise to $11.44
$44.35 billion by 2022.
$10.02

■■ Brazil is the region’s largest ad spending market, $8.56 77.5%

61.5% 60.7%
at $17.00 billion, and is also the sixth largest in the 68.0%
72.9%
55.0%
world, ahead of Australia ($11.99 billion) and France 52.9% $6.91
($11.78 billion). 41.0% $5.29

■■ Traditional media—in particular, TV—will receive the $3.42

largest share of overall ad spending in Latin America, 30.5%
24.0%
at 73.7%, amounting to $28.30 billion. The region’s ad 17.0%
14.1%
landscape is still very traditional when compared with
the worldwide average of 56.5%. 2017 2018 2019 2020 2021 2022
Mobile ad spending % change % of digital ad spending
■■ Digital’s share of total media spend in Latin America
Note: includes display (banners, video and rich media) and search; excludes
will trail the worldwide average: 26.3% vs. 43.5%. Latin SMS, MMS and P2P messaging-based advertising; includes ad spending on
America will underindex throughout the forecast period tablets
Source: eMarketer, March 2018
due to the sheer power of TV within the region, and as 236355 www.eMarketer.com
advertisers play catch-up with rising internet penetration
KEY STAT: This year, for the first time, mobile ad spending
and smartphone adoption rates. We forecast digital
will account for more than half of digital investments in
will grow from $10.01 billion in 2018 to $14.76 billion
Latin America. This share will rise from 52.9% in 2018 to
in 2022. By then, it will represent one-third of total
77.5% in 2022.
media expenditures.

■■ Mobile’s share of total media outlays in Latin America

will reach 13.9% this year and climb to 25.8% by 2022. CONTENTS
Even though Latin America has made great strides
in boosting its mobile investments, it still lags behind 2 Latin America Ad Spending Summary 2018: Mobile to
most other regions; the global average will be 29.2% in Capture Over Half of the Digital Market
2018 and rise to 41.9% by the end of the forecast. 3 Latin America: Regional Overview
WHAT’S IN THIS REPORT? This report provides an overview 9 eMarketer Interviews
of eMarketer’s latest regional estimates and trends 9 Related eMarketer Articles
for total media, traditional media, digital and mobile ad
spending in Latin America. The projections, which run 9 Related Links
through 2022, include breakouts by country and format. 9 Editorial and Production Contributors
The full data set for this forecast can be found in this
report’s accompanying spreadsheet.

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 2
 LATIN AMERICA:
REGIONAL OVERVIEW
Latin America’s macroeconomic environment remains
fairly fragile as political instability still looms over
several countries. Nonetheless, the International
Monetary Fund (IMF) expects the region to post
growth of 1.9% this year, due in part to a more
positive outlook for Mexico, stronger economic
recovery in Brazil and easier financing conditions for
several commodity-exporting countries.
Latin America: Ad Spending Metrics, 2018
Total media ad spending*: $38.04 billion
Digital ad spending**: $10.01 billion
Digital % of total media: 26.3%
Note: *includes digital (desktop/laptop, mobile and other
internet-connected devices), directories, magazines, newspapers,
out-of-home, radio and TV; **includes advertising that appears on desktop
and laptop computers as well as mobile phones, tablets and other
internet-connected devices, and includes all the various formats of
advertising on those platforms; excludes SMS, MMS and P2P
messaging-based advertising
Source: eMarketer, March 2018
236228 www.eMarketer.com
2018 will be a crucial year for Latin America as Brazil,
Colombia, Costa Rica, Mexico, Paraguay and Venezuela
gear up for presidential elections. The first four countries
and others will also ready themselves for the FIFA World
Cup in Russia.
Overall ad spending trends will vary on a country-by-
country basis, where digital switchovers, a rising middle
class and growing smartphone adoption are all expected
to impact marketing activity and ad spending.
LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 3
For a more in-depth analysis on ad spending within Latin
America, stay tuned for eMarketer’s regional deep-dive
report publishing in May 2018.
Behind the Numbers
eMarketer’s Latin America digital ad spending forecasts
are updated twice a year to keep our subscribers abreast
of trends in this business-critical area. For this forecast,
we analyzed 2,803 metrics from 54 sources including:
macro-level economic conditions; historical trends of the
advertising market; historical trends of each medium in
relation to other media; reported revenues from major ad
publishers; estimates from other research firms; consumer
media consumption trends; consumer device usage trends;
and eMarketer interviews with executives at ad agencies,
brands, media publishers and other industry leaders.
TOTAL AD SPENDING
Although corruption and crime continue to hold back
the regional economy, paid media ad spending in Latin
America will increase 8.7% this year as economies
continue to stabilize and benefit from the recovery of
commodity prices.
On a global scale, Latin America is the fourth largest
advertising market and will account for 6.1% of
worldwide media ad spending this year, or $38.04 billion.
We expect paid media will rise to $44.35 billion by 2022.
Brazil is the largest ad market in Latin America,
accounting for 44.7% of regional expenditures, followed
by Argentina (16.4%) and Mexico (12.5%).
Regardless of Brazil’s uncertain political future, we do
not foresee economic and political pressures being a
long-lasting threat to ad spending for the country. Rather,
it may cause advertisers to simply reshuffle their ad
budgets. Paid media spending in Brazil is expected to
grow from $17.00 billion in 2018 to $19.53 billion by the
end of the forecast.
Like Brazil, a general sense of uncertainty looms for
Mexico as pending NAFTA negotiations and an upcoming
presidential election in July take center stage in the
country’s political and economic discourse. Our latest
figures indicate that Mexico’s paid media environment is
performing slightly better than Brazil’s in terms of overall
gains, making it home to the second fastest growing
ad market in the region. Total spending in Mexico will
increase from $4.77 billion to $5.77 billion during the
forecast period.
Total Media Ad Spending in Latin America, by Country, Although Colombia appears poised for further economic
2017-2022 growth and prosperity, its long-term prospects are
billions and % change contingent on critical decisions around fiscal management
2017 2018 2019 2020 2021 2022 and the implementation of a controversial peace
Total media ad spending (billions) agreement with the Revolutionary Armed Forces of
Brazil $15.95 $17.00 $17.72 $18.38 $18.99 $19.53 Colombia (FARC) paramilitary group. In light of this,
Argentina $5.25 $6.24 $6.87 $7.21 $7.57 $7.87
total media ad spending will grow 4.0% to $1.12 billion
Mexico $4.47 $4.77 $5.09 $5.35 $5.56 $5.77
this year and reach $1.19 billion by the end of the
Colombia $1.08 $1.12 $1.14 $1.16 $1.18 $1.19
forecast period.
Chile $1.07 $1.10 $1.12 $1.14 $1.15 $1.17
Peru $0.72 $0.76 $0.80 $0.83 $0.86 $0.89
Other $6.48 $7.05 $7.31 $7.53 $7.75 $7.94
Latin America $35.01 $38.04
Total media ad spending growth (% change)
$40.05 $41.61 $43.07 $44.35 TRADITIONAL MEDIA AD SPENDING
Argentina 22.0% 19.0% 10.0% 5.0% 5.0% 4.0% On a regional level, traditional media—in particular, TV—
Mexico 5.4% 6.8% 6.7% 5.0% 4.0% 3.6% will receive the largest share of overall ad spending, at
Brazil 5.2% 6.6% 4.3% 3.7% 3.3% 2.8% 73.7%, amounting to $28.30 billion. Latin America’s ad
Peru 2.0% 5.5% 5.0% 4.0% 3.7% 3.4% landscape is still very traditional when compared with the
Colombia 3.2% 4.0% 2.0% 1.5% 1.3% 1.3% worldwide average of 56.5%.
Chile 2.0% 2.4% 1.8% 1.6% 1.5% 1.4%
Other 13.6% 8.9% 3.6% 3.1% 2.9% 2.4%
Latin America 8.7% 8.7% 5.3% 3.9% 3.5% 3.0% Total Media Ad Spending in Latin America,
Traditional* vs. Digital**, 2017-2022
Note: includes digital (desktop/laptop, mobile and other internet-connected
devices), directories, magazines, newspapers, out-of-home, radio and TV; billions
numbers may not add up to total due to rounding
Source: eMarketer, March 2018
236378 www.eMarketer.com
$13.74 $14.76
$11.38 $12.60
With a growing economic recovery and a boost in $10.01
$8.34
confidence indicators, Argentina will have the highest
ad spending growth rate, at 19.0%—more than double
the regional average of 8.7%. This is also the first time
the country’s growth will surpass its inflation rate since
eMarketer began covering Argentina in 2009, signaling $26.67 $28.03 $28.67 $29.00 $29.32 $29.59
real investment increases in the ad market aside from
inflationary growth.
2017 2018 2019 2020 2021 2022
In Peru, government corruption allegations surrounding
Traditional* Digital**
construction company Odebrecht, weather events
such as El Niño in the northern part of the country and Note: *includes directories, magazines, newspapers, out-of-home, radio
and TV; **includes advertising that appears on desktop and laptop
President Pedro Pablo Kuczynski’s recent resignation have computers as well as mobile phones, tablets and other internet-connected
devices, and includes all the various formats of advertising on those
seriously affected ad investments at the national level. As platforms; excludes SMS, MMS and P2P messaging-based advertising
the country begins to stabilize, growth this year will be Source: eMarketer, March 2018
236356 www.eMarketer.com
5.5%, up from 2.0% in 2017. Expenditures will climb from
$759.4 million in 2018 to $889.2 million in 2022. As digital continues to become more integrated into
advertisers’ media plans, we expect fairly flat growth
Similar to its neighbor to the north, Chile’s economic across the region in terms of traditional media outlays,
crisis and political uncertainty, rocked by a number of amounting to a market worth $29.59 billion by 2022.
massive and sometimes violent protests, coupled with Despite strong digital growth throughout the forecast,
low commodity prices fueling debt, took its toll on the ad traditional channels will still command 66.7% of ad
industry, which posted negative growth rates from 2014 expenditures by 2022.
to 2016. However, with a newly elected president in 2017,
we expect the country’s ad outlays will inch up 2.4%
in 2018.

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 4
Traditional Media Ad Spending in Latin America, Digital Ad Spending in Latin America, 2017-2022
by Country, 2017-2022 billions, % change and % total media ad spending
2017 2018 2019 2020 2021 2022 $14.76
$13.74
Traditional media ad spending (billions)
$12.60
Brazil $12.06 $12.45 $12.67 $12.83 $12.94 $13.05
$11.38
Argentina $4.02 $4.62 $4.95 $5.06 $5.21 $5.32
$10.01
Mexico $3.03 $3.06 $3.09 $3.11 $3.12 $3.12
Colombia $0.91 $0.92 $0.91 $0.91 $0.90 $0.90 $8.34
Chile $0.86 $0.86 $0.86 $0.87 $0.88 $0.88
Peru $0.62 $0.65 $0.67 $0.69 $0.71 $0.73 31.9% 33.3%
28.4% 30.3%
Other $5.17 $5.48 $5.51 $5.53 $5.57 $5.58 24.3% 26.3%

Latin America $26.67 $28.03 $28.67 $29.00 $29.32 $29.59

23.8%
Traditional media ad spending share (% of total media ad spending) 20.1%
Peru 86.6% 85.4% 84.4% 83.5% 82.7% 82.1% 13.7% 10.7% 9.1% 7.4%
Colombia 84.4% 81.7% 79.3% 78.0% 76.8% 75.6% 2017 2018 2019 2020 2021 2022
Chile 79.9% 78.2% 77.3% 76.6% 76.0% 75.5%
Digital ad spending % change % total media ad spending
Argentina 76.7% 74.0% 72.1% 70.2% 68.8% 67.6%
Brazil 75.6% 73.2% 71.5% 69.8% 68.1% 66.8% Note: includes advertising that appears on desktop and laptop computers
as well as mobile phones, tablets and other internet-connected devices,
Mexico 67.8% 64.1% 60.7% 58.1% 56.0% 54.2% and includes all the various formats of advertising on those platforms;
Other 79.8% 77.7% 75.4% 73.5% 71.8% 70.3% excludes SMS, MMS and P2P messaging-based advertising
Source: eMarketer, March 2018
Latin America 76.2% 73.7% 71.6% 69.7% 68.1% 66.7% 236358 www.eMarketer.com
Note: includes directories, magazines, newspapers, out-of-home, radio and
TV; numbers may not add up to total due to rounding Digital’s share of ad spending in Latin America remains
Source: eMarketer, March 2018
236357 www.eMarketer.com
lower than the global average of 43.5%, hindered
primarily by the sheer power of TV within the region.
In line with trends seen throughout Latin America, Peru Advertisers are also playing catch-up with rising internet
will have the region’s highest percentage of ad spending penetration and smartphone adoption rates across
flowing to traditional media in 2018, at 85.4%. Even as the region.
digital advertising begins to grow within the country,
traditional media will continue to keep its majority share Nevertheless, similar to what has been observed in other
and decrease to just 82.1% in 2022. areas of the world, total media ad spending will increase
as advertisers begin to shift their traditional outlays to
Colombia will be home to the second largest traditional ad digital formats.
market with an 81.7% share, followed by Chile (78.2%),
Argentina (74.0%), Brazil (73.2%) and Mexico (64.1%). We forecast digital ad spending in Latin America will
These shares will continue to decrease throughout grow from $10.01 billion in 2018 to $14.76 billion in 2022.
the forecast period as digital ad spending continues By that time, digital will represent one-third of total
its ascent. media expenditures.

Out of all the countries in the region analyzed by

eMarketer, Colombia is the only one where traditional
media is expected to contract not only in terms of ad
spending share, but also in the amount of ad dollars
throughout the forecast period. Traditional advertising in
Colombia will decrease from $915.6 million in 2018 to
$900.2 million in 2022.

DIGITAL AD SPENDING
As previously mentioned, digital will continue to grow
at a much faster rate. We expect digital ad spending will
increase by 20.1% to $10.01 billion this year, accounting
for 26.3% of total media outlays.

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 5
Digital Ad Spending in Latin America, by Country, ad growth. This year, for the first time, mobile will make
2017-2022 up more than half (52.9%) of digital ad spending in Latin
2017 2018 2019 2020 2021 2022 America, totaling $5.29 billion.
Digital ad spending (billions)
Brazil $3.89 $4.55 $5.05 $5.55 $6.05 $6.48
Digital Ad Spending in Latin America, by Device,
Mexico $1.44 $1.71 $2.00 $2.24 $2.45 $2.64
2017-2022
Argentina $1.22 $1.63 $1.92 $2.15 $2.36 $2.55 billions
Chile $0.22 $0.24 $0.25 $0.27 $0.28 $0.29 $14.76
Colombia $0.17 $0.21 $0.24 $0.26 $0.27 $0.29 $13.74
Peru $0.10 $0.11 $0.12 $0.14 $0.15 $0.16 $12.60
Other $1.31 $1.57 $1.80 $2.00 $2.19 $2.35 $11.38
Latin America $8.34 $10.01 $11.38 $12.60 $13.74 $14.76 $10.01
Digital ad spending share (% of total media ad spending) $11.44
$8.34 $10.02
$6.91 $8.56
Mexico 32.2% 35.9% 39.3% 41.9% 44.0% 45.8%
$5.29
Brazil 24.4% 26.8% 28.5% 30.2% 31.9% 33.2% $3.42
Argentina 23.3% 26.0% 27.9% 29.8% 31.2% 32.4%
Chile 20.1% 21.8% 22.7% 23.4% 24.0% 24.5%
Colombia 15.6% 18.3% 20.7% 22.0% 23.2% 24.4% $4.92 $4.72 $4.47 $4.04 $3.72
Peru 13.4% 14.6% 15.6% 16.5% 17.3% 17.9% $3.32
Other 20.2% 22.3% 24.6% 26.5% 28.2% 29.7%
2017 2018 2019 2020 2021 2022
Latin America 23.8% 26.3% 28.4% 30.3% 31.9% 33.3%
Desktop Mobile
Note: includes advertising that appears on desktop and laptop computers
as well as mobile phones, tablets and other internet-connected devices, Note: desktop includes spending on nonmobile connected devices; mobile
and includes all the various formats of advertising on those platforms; includes display (banners, video and rich media) and search; excludes SMS,
excludes SMS, MMS and P2P messaging-based advertising; numbers may MMS and P2P messaging-based advertising; includes ad spending on
not add up to total due to rounding tablets
Source: eMarketer, March 2018 Source: eMarketer, March 2018
236359 www.eMarketer.com
236360 www.eMarketer.com

Mexico is the region’s leader in digital advertising in terms
of share. This year, advertisers will allocate 35.9%—$1.71
billion—of media spending to digital channels. Brazil
($4.55 billion) and Argentina ($1.63 billion) will follow
with more than a quarter of their ad spending dedicated
to digital.
Mobile ad spending growth will be highest in Argentina,
at 95.0%, followed by Colombia (72.0%) and Peru
(70.0%). As a result of double-digit gains of more than
50% in each country—except Mexico—mobile’s share of
digital will continue to grow exponentially, reaching 77.5%
by 2022, or $11.44 billion.

Though 73.5% of the population in Chile uses the

internet, only 21.8% of media ad spending will flow
to digital channels this year. By comparison, 60.8% of
people in Colombia access the internet, yet digital will
capture 18.3% of ad expenditures. By 2022, digital ad
spending share in both countries will approach one-
quarter.

Given its low internet penetration rate (51.5%), Peru will

rank last in terms of digital ad spending. Advertisers will
allocate $111.0 million to digital in 2018, or 14.6% of total
media outlays, with figures growing to $159.6 million
by 2022.

MOBILE AD SPENDING
Similar to other emerging markets, continued
investments in digital infrastructure, improved mobile
internet access, less expensive data plans and rapid
smartphone adoption are key drivers for continued mobile

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 6
Mobile Ad Spending in Latin America, by Country, Mobile Ad Spending Share in Latin America, by
2017-2022 Format and Country, 2017
2017 2018 2019 2020 2021 2022 % of total
Rich media Display Video Nonmedia*
Mobile spending (millions)
Brazil $1,617.1 $2,522.6 $3,153.3 $3,815.5 $4,425.9 $5,045.6 Ecuador 100.0% - - -
Mexico $837.5 $1,092.0 $1,365.0 $1,651.6 $1,915.9 $2,145.8 Chile 66.9% 19.7% 13.5% -
Argentina $399.5 $779.1 $1,129.7 $1,468.6 $1,703.6 $1,925.1 Peru 54.1% 17.6% 3.0% 25.4%
Colombia $52.7 $90.6 $126.4 $155.4 $184.9 $216.4 Colombia 50.3% - 49.7% -
Chile $53.2 $85.2 $123.5 $151.9 $180.7 $209.1 Bolivia 49.7% 12.9% 8.1% 29.3%
Peru $21.5 $36.6 $56.7 $79.3 $98.4 $115.1 Brazil 44.3% 34.6% 12.6% 8.6%
Other $433.7 $688.3 $953.3 $1,241.8 $1,513.5 $1,778.2 Argentina 43.4% 24.8% 25.8% 6.0%
Latin $3,415.2 $5,294.3 $6,907.8 $8,564.2 $10,023.0 $11,435.2 Guatemala 42.1% 36.0% 11.1% 10.8%
America Mexico 21.3% 51.0% 9.0% 18.7%
Mobile ad spending growth (% change) Latin America 35.2% 38.3% 13.1% 13.4%
Argentina 130.0% 95.0% 45.0% 30.0% 16.0% 13.0% Note: represents activity tracked by Logan, broader industry metrics may
Colombia 95.5% 72.0% 39.5% 23.0% 19.0% 17.0% vary; numbers may not add up to 100% due to rounding; *includes
SMS/MMS and push notifications
Peru 100.0% 70.0% 55.0% 40.0% 24.0% 17.0% Source: Logan, "Mobile Report 2017," Jan 24, 2018
Chile 70.0% 60.0% 45.0% 23.0% 19.0% 15.7% 235870 www.eMarketer.com

Brazil 62.0% 56.0% 25.0% 21.0% 16.0% 14.0%

On a regional level, client investments in mobile video
Mexico 35.0% 30.4% 25.0% 21.0% 16.0% 12.0%
have grown by almost 82% in the past year, up from
Other 70.9% 58.7% 38.5% 30.3% 21.9% 17.5%
Latin
a 7.2% share in 2016 to 13.1% in 2017. Although video
61.5% 55.0% 30.5% 24.0% 17.0% 14.1%
America made up the smallest share of mobile media outlays
Note: includes display (banners, video and rich media) and search; excludes when compared with display (38.3%) or rich media
SMS, MMS and P2P messaging-based advertising; includes ad spending on
tablets; numbers may not add up to total due to rounding (35.2%), video’s growing role as a format of choice
Source: eMarketer, March 2018 is quite evident—especially since eMarketer’s latest
236361 www.eMarketer.com
worldwide estimates show that Latin America is home
However, total ad spending on mobile placements will be to 284.1 million digital video viewers, the second largest
highest in Brazil, at $2.52 billion, with Mexico a distant base after Asia-Pacific.
second at less than half that amount ($1.09 billion).
Argentina will rank third at $779.1 million, followed by
Note: eMarketer’s display estimates include both rich
significantly smaller expenditures in Colombia ($90.6
media and video. Logan’s display estimates include full-
million), Chile ($85.2 million) and Peru ($36.6 million).
screen banner, native ads, overlay, postitial, standard ads
and sticker ads; their video figures encompass discovery,
Mobile’s share of digital ad spending will surpass the 50% pre-roll, sticky theater, vertical video, video expandable,
mark for every country in the region by 2020 (except in video interstitial and video menu. Rich media consists of
Mexico, where it reached 53.9% in 2016). Following this alive, dynamics ads, expandable, flappy taylor, GPS ads,
trajectory, advertisers will begin to adopt a more mobile- hole in the wall, on wheels, push down, rewards, rich
first mindset as mobile approaches—and in some cases media interstitial, run run run, save the date, selfie, social
well surpasses—the 75% mark in each country by 2022. profile windows, the show, thermostat and WhatsApp chat.

With this mobile-first mindset, data provided to eMarketer

by Logan, a mobile marketing agency in Latin America,
indicated that mobile video ad spending among its clients
in the region nearly doubled between 2016 and 2017.
Colombia had the largest share of mobile video outlays in
2017, at 49.7%, followed by Argentina (25.8%) and Chile
(13.5%).

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 7
Mobile Ad Spending Share in Latin America, by Even though Latin America has made great strides in
Format, 2016 & 2017 terms of boosting its mobile investments, it still lags
% of total behind most other regions. Mobile’s share of total media
Display outlays worldwide will reach 29.2% by the end of this
51.5% year and climb to 41.9% in 2022.
38.3%
Rich media “If brands are truly interested in reaching their target
33.5% audience, they can no longer ignore mobile advertising,”
35.2%
Göldy said in a separate online interview with Adlatina.
Nonmedia*
“By creating, producing and implementing strategies
7.8%
13.4%
designed especially for this channel, they will have a
strong competitive advantage in terms of personalization
Video
7.2% and the ability to deliver the right message at the right
13.1% time and place.”
2016 2017

Note: represents activity tracked by Logan, broader industry metrics may

vary; *includes SMS/MMS and push notifications
Source: Logan, "Mobile Report 2017," Jan 24, 2018
236582 www.eMarketer.com

In an interview with eMarketer, Juan Carlos Göldy,

founder and CEO of Logan and a member of the Latin
American Board of the Mobile Marketing Association,
observed that changes in investment distribution among
the different formats in 2017 vs. 2016 “reflect the
maturation of advertisers and creative agencies.”

Two years ago, advertisers thought only about creating

pieces of content for digital, regardless of the type of
device they would be served on. However, 2017 marked a
year of change in which HTML5 formats grew as a result
of the number of possible interactions mobile devices
provided to advertisers. As a result, “investments in video
formats have been growing strongly as media budgets
shift from TV toward digital media,” he said. “We expect
to see these trends continue well into 2018.”

In a separate interview with eMarketer, Eric Tourtel, senior

vice president of Latin America at Teads, added: “Video
is the star format because it associates images and
sound while adding a dimension of interactivity, which is
the opposite of newspapers or radio. Video is king, and I
don’t think this will change. What will change, however,
is the way in which we consume video ads themselves.
I believe we’re going to see artificial intelligence being
used a lot more in order to optimize and even possibly
create ads.”

We forecast that mobile will account for 13.9% of

total media ad spending in Latin America this year. As
mobile begins to become the device of choice among
advertisers, this figure will nearly double by 2022,
surpassing one-quarter of total media expenditures.

LATIN AMERICA AD SPENDING SUMMARY 2018: MOBILE TO CAPTURE OVER HALF OF THE DIGITAL MARKET ©2018 EMARKETER INC. ALL RIGHTS RESERVED 8
 EMARKETER INTERVIEWS
Juan Carlos Göldy
Founder and CEO
Member of the Latin American Board of the
Mobile Marketing Association
Logan
Interview conducted on March 21, 2018

Eric Tourtel
Senior Vice President, Latin America
Teads
Interview conducted on February 14, 2018

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Logan

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Michael Balletti Copy Editor
Katie Hamblin Chart Editorial Manager
Dana Hill Director of Production
Stephanie Meyer Senior Production Artist
Heather Price Managing Editor, Content
Erica Walker Copy Editor

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