Worsening economic conditions will take their toll on Latin America鈥檚 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.
Key Question: Which countries, formats, and channels are driving Latin America鈥檚 ad market this year? Key Stat: Although digital鈥檚 share of total media ad spending in Latin America first exceeded 50% in 2022, Argentina and Chile will reach that milestone this year for the first time, as advertisers reduce their reliance on traditional media like TV. Executive Summary.