Latin America Ad Spending 2022

4 Key Figures and Trends for the Year Ahead

Report by Matteo Ceurvels  | May 18, 2022

Worldwide Ad Spending 2022

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Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
The Region’s Speedy Economic Recovery Will Revitalize Ad Spending
Latin America Will Be the World’s Fastest-Growing Digital Ad Market Through 2026
Mobile Will Reign Over Ad Spending in Latin America
Display Dominates the Digital Ad Ecosystem, but Search Will Grow by Double Digits, Too
What Do These Forecasts Mean for Advertisers in Latin America?
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About This Report
Digital ad spending is exploding in Latin America. It will grow by 34.8% this year to $20.86 billion—a figure more than double the amount spent in 2020. Mobile will be the main growth driver, propelling the region’s digital ad market to new heights over the course of our forecast period.
Topics
Digital Ad Spending
Digital Advertising
Latin America
Table of Contents
Executive Summary
Key Points
Impact of the Ukraine Conflict and Market Instability
The Region’s Speedy Economic Recovery Will Revitalize Ad Spending
Latin America Will Be the World’s Fastest-Growing Digital Ad Market Through 2026
Mobile Will Reign Over Ad Spending in Latin America
Display Dominates the Digital Ad Ecosystem, but Search Will Grow by Double Digits, Too
What Do These Forecasts Mean for Advertisers in Latin America?
Read Next
Listen Next
Sources
Media Gallery

Executive Summary

Ad spending in Latin America quickly rebounded from the devastating effects of the pandemic. While 2021 was a year of recovery, 2022 will prove to be another year of record spending, with digital in the driver’s seat.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What is the outlook for total media, digital, and mobile ad spending in Latin America this year?
  2. Which formats are driving digital ad spending growth across the region?
  3. What do these trends mean for advertisers in Latin America?

WHAT’S IN THIS REPORT? Our latest forecasts for ad spending in Latin America, including regional and country breakouts in six markets: Argentina, Brazil, Chile, Colombia, Mexico, and Peru. We also examine the key trends fueling regional market movements in 2022 and beyond.

Top 10 Countries, Ranked by Digital Ad Spending Growth, 2022 (% change)
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KEY STAT: While 2020 may have sparked Latin America’s digital boom, digital ad spending will continue to grow at a dizzying pace in 2022. Six out of the 10 fastest-growing digital ad markets will be in Latin America this year.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Impact of the Ukraine Conflict and Market Instability
  4. The Region’s Speedy Economic Recovery Will Revitalize Ad Spending
  1. Latin America Will Be the World’s Fastest-Growing Digital Ad Market Through 2026
  2. Mobile Will Reign Over Ad Spending in Latin America
  3. Display Dominates the Digital Ad Ecosystem, but Search Will Grow by Double Digits, Too
  4. What Do These Forecasts Mean for Advertisers in Latin America?
  1. Read Next
  2. Listen Next
  3. Sources
  4. Media Gallery

Charts in This Report

Top 10 Countries, Ranked by Digital Ad Spending Growth, 2022 (% change)Total Media Ad Spending in Latin America, 2020-2026 (billions and % change)
Forecast for GDP, Inflation, and Total Media Ad Spending Growth in Latin America, 2019-2026 (% change vs. prior year)Total Media Ad Spending in Select Countries in Latin America, 2020-2026 (billions)
Top 10 Countries, Ranked by Total Media Ad Spending, 2022 (billions)Traditional* vs. Digital** Ad Spending Share in Latin America, 2020-2026 (billions)
Digital Ad Spending in Latin America, 2020-2026 (billions, % change, and % of total media ad spending)Total Media Ad Spending Share in Select Countries in Latin America, by Media, 2022 (% of total)
Digital Ad Spending Share in Latin America, by Country, 2022 & 2026 (% of total media ad spending)Mobile Ad Spending in Latin America, 2020-2026 (billions, % change, and % of total digital ad spending)
How Has the Forecast for Mobile's Ad Spending Share in Latin America Changed? 2019-2026 (% of total media ad spending)Mobile Ad Spending Growth in Latin America, by Country, 2022 (% change)
Mobile Ad Spending* Share in Latin America**, by Industry, 2017-2021 (% of total)Digital Ad Spending in Latin America, by Format, 2020-2026 (billions)
Digital Ad Spending Share in Latin America, by Country and Format, 2022 (% of total)Top 10 Countries Ranked by Average Daily Time Spent Using Social Media According to Internet Users in Select Countries Worldwide, Q3 2021 (hrs:mins)
Search Ad Spending Growth in Latin America, by Country, 2022 (% change)Search Ad Spending Share in Latin America, by Country, 2022 & 2026 (% of total media ad spending)

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authors

Matteo Ceurvels

Contributors

Iwona Drapala
Senior Forecasting Analyst
Paola Flores-Marquez
Researcher, Latin America & Spain
Paul Verna
Principal Analyst