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The Washington Post backs out of six-figure 鈥淔ire Elon Musk鈥� ad: The decision raises questions about when鈥攐r if鈥攂rands should weigh in on political issues.

Our own research shows that social media is Gen Zs favorite place to discover new brands and products. So given that, I think it makes sense for Unilever to really go after those audiences and target them where they are. Sara Lebow:.

So in every region except Latin America, we saw growth in smart TV ownership pushing north of 50%. I mean, Latin America is the world leader. It's north of 60%. And it declined slightly last year, but it is a leader by such a margin that it's not really alarming.

In several regions鈥攕uch as Latin America and Southeast Asia鈥攏o country will do so. Outside of China, digital advertising has enormous headroom for growth in much of Asia-Pacific. Click here to view our full forecast for digital ad spending penetration by country and region.

No. 2-ranked Latin America was 14 minutes shy of the Middle East and Africa podcast figure. The Middle East and Africa region was also on top of the global rankings for time spent with print media. Here, too, the region surpassed the global average by a wide margin.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

That will allow the major drivers like Latin America, Southeast Asia, and India to pull the numbers up. The stability in the forecast is noteworthy. Over the past three years, our forecast has rarely if ever shown so few changes over the course of six months.

The launch: The digital bank鈥檚 entry into the US market has been fairly low key on social media. Its Facebook page hasn鈥檛 mentioned Openbank鈥檚 US launch, but it did start an Openbank US Facebook account which has 31 followers. Openbank鈥檚 Instagram post about its launch in the US  got 207 likes. It also rolled out an Openbank_US account, which currently has 302 followers.

The combined reach of Facebook and Instagram鈥攖he No. 1 and No. 2 social media networks in Canada鈥攁long with advertising addressability via a single ads manager, solidify Meta鈥檚 position.

Digital ad spend will grow the fastest in Latin America this year, with Peru leading the pack, according to our forecast. While Argentina and Chile will also rank high by this measure, none of the three countries will crack the global top 10 for total digital ad spend.

However, the region fell out of second place in TV viewing, ceding that honor to North America, which trails repeat winner Latin America. Western Europe registered the biggest YoY gains worldwide in social media use and video streaming. However, neither gain was enough to push the subcontinent into first or second place. Country Highlights. Austria.

Among Emerging Markets, Latin America and India Have Arrived. For years, we have pointed to Latin America and India (and sometimes Southeast Asia) as the future. As of 2023, the future will have arrived. India is set to break into the top 10 in global ad spending, and Brazil is already ninth.

The cost of everything from Pandora jewelry to Adidas sneakers is rising: The trend is poised to accelerate as tariff-hit goods arrive at US ports鈥攁nd shoppers have taken note.

Netflix gets a boost from Latin America in Q1: The region is a vital market for new users and incremental revenue growth, despite the controversial clampdown on password sharing.

Latin America is the next retail media hotbed. We only break out Brazil and Mexico individually, but our calculations for the entire Latin America region show 37.4% growth this year and $2.54 billion in spending. By 2029, Latin America鈥檚 retail media ad spending will surge past $6 billion. Mercado Libre will be the primary beneficiary of this regional largesse.

Latin America is also a vulnerable spot for Amazon. Mercado Libre is building momentum in countries like Brazil, Mexico, and Argentina. There is far less retail media ad spending in the region than in China鈥攂ut it鈥檚 growing much faster. Retail media is hottest in Latin America, though the outlook is positive everywhere.

Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. China in Perspective. Media consumption in China is distinct from other countries in the GMI Report.

I know you've got a really good handle of the landscape in LATAM. Tell us about that. Matteo Ceurvels:. Yeah, so like other markets, data is very scarce, so you have to do a bit of data sleuthing to make some very good informed insights. But within Latin America specifically, we've identified that there are over 15 players, roughly 17 that we could confirm.

User growth is outstripping that of other social media platforms. The number of TikTok users in Western Europe will increase 5.6% this year. This may not seem particularly notable, but it looks much healthier compared with its peers.

In terms of channels, social media will be hit especially hard: 41% of respondents to the IAB survey expected tariff-related budget cuts to it. Gaming and linear TV (each cited by 24% of respondents) round out the top four most affected channels. Here are two examples of how tariffs could ultimately impact ad spending:.

While turmoil at Meta and difficulties in ad targeting across social media brought down digital ad spending growth as a whole, 2022鈥檚 downturn was ultimately a setback, not a meltdown. Overall media ad spend worldwide will cross the $1 trillion mark in 2024, fueled in part by digital ad spend growth in Latin America and India. More like this:.

We now estimate that spending on social media sponsored content rose by 23.7% YoY in 2024, up from our previous forecast of 16.0%. In 2025, another $1.4 billion will be added to the market, pushing spending to $10.52 billion. But the boom days of growth are ending. That鈥檚 largely due to market maturity.

I think it's more the fact that it's main two markets in which Amazon operates in Latin America are in Mexico and Brazil, but it's really... I'll start with Brazil.