蘑菇AV

More than half (56.3%) of all paid media outlays will go toward digital formats this year鈥攖he second-highest share in Latin America after Mexico. This will continue to climb鈥攕urpassing 60% in 2027 for the first time鈥攁s advertisers prioritize digital-first strategies. Display formats will dominate the digital ad landscape.

This is the first installment of our annual 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

While a plurality of consumers in the western hemisphere start their product searches on search engines, social media platforms are significant search launching pads for consumers in Argentina (17.8%), Brazil (16.8%), and Mexico (18.0%), according to November 2024 data from ESW and 蘑菇AV.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

Peru is Latin America鈥檚 fifth-largest retail ecommerce market by total sales volume. Although social unrest has stymied online sales growth over the past two years, the country has the potential to become a formidable multibillion-dollar ecommerce player in the region.

In much of Southeast Asia and Latin America, its penetration is at or above 70%. Over half of the world is now using a social network. 82% of internet users will use social networks this year, and most of them will be in Asia-Pacific. Social network user growth will be low from now on, but the cumulative increases remain enormous.

Data exploring South Korea鈥檚 mobile-first lifestyles, ecommerce growth, and rapid AI adoption highlights key shifts in retail, social media, gaming, and more. This deck provides a collection of the most relevant information about:. South Korea鈥檚 mobile-first consumer behavior and ecommerce growth. The rise of AI, entertainment, and gaming as digital accelerators.

TikTok鈥檚 2024 revenues in the UK, Europe, and Latin America surged 38% to $6.3 billion, more than doubling 2022 levels, per filings cited by Forbes. The growth underscores TikTok鈥檚 strength outside the US, where a divest-or-ban standoff continues. Yet regulatory scrutiny in Europe looms large, with over $1 billion reserved for fines, ongoing probes across multiple countries, and potential penalties under the EU鈥檚 Digital Services Act. TikTok鈥檚 UK penetration tops 32%, with ad revenues projected to triple by 2027. Still, layoffs in trust and safety roles and a pivot to AI moderation could test regulators and user trust.