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Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Although display will continue to account for more than 60% of total digital ad spending in the region, retail media is on track to become a $10 billion industry by 2032, per our preliminary estimates. Brazil and Mexico will attract the bulk of retail media ad spending in the region.

Digital ad spend in Latin America is set to reach 56.4% of total ad spend in 2025, per Ä¢¹½AV’s forecast. As the region’s digital landscape matures, media quality, and performance are becoming top priorities for advertisers.

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As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.

Its digital ad business captured 1.9% of the region’s digital ad spending in 2021, per our estimates. This year, we expect the company’s digital ad revenues to rise to $654.8 million, representing 3.7% of the regional market. Walmex is quickly making inroads in Mexico. It was the world’s 10th fastest-growing digital advertising player in 2022 among the companies we track.

Worsening economic conditions will take their toll on Latin America’s digital ad market this year. Despite gains of 12.7%, digital ad spending will fail to outpace the rate of inflation for the first time since we began tracking the region in 2011. Here are our latest forecasts.

This is significant because digital ad spending in the region as a whole just surpassed 50% of total spending for the first time last year. In 2023, healthy growth for display and mobile ad spending (15.0% and 16.5%, respectively) will help maintain digital’s momentum. Prediction.