Tag Archives: Internet Ad Spend in Latam Grew Massively in 2011

In 2014 Brazil Will Become the #5 Advertising Market in the World

A new forecast from Zenith Optimedia says that Brazil’s ad spend will reach US$22 billion in 2014, making it the world’s #5 advertising market in the world. According to ZenithOptimedia, Brazil was the #6 ad market in the world in 2011, with US$16.8 billion in ad spend.

This prediction for robust growth seems to make sense, especially given the Brazilian ad market’s recent growth. According to recent report from Projecto Inter-Meios, ad spend in Brazil grew by 10% from January to July 2012, compared to the same period in 2011. Total billing was 16.67 billion reales (US$8.1 billion), compared to 15 billion reales (7.3 billion) in the same period in 2011.

Which Media Are Growing the Most in Brazil?
Internet was the medium in Brazil that grew the most in ad spend from January to July 2012—15.46% growth compared to the same period in 2011. Pay TV is another growing medium, posting 15% growth, while free TV grew by nearly 13%. Radio grew by 8.8%, out of home advertising (OOH) grew by 6.7% and newspapers grew by 2.93%. Magazine ad spend dropped by 3% from January to July 2012, but overall has a strong share of 6%.

In fact, print media remain #2 in ad spend in Brazil, with 17.5% share, while free TV remains #1, commanding nearly 65% of ad spend. Cinema advertising, despite having a low overall share of ad spend (.33%), showed a significant increase of 14.2% in ad spend in the period measured by Projeto Inter-Meios.

It’s important to note that Projeto Inter-Meios only measures Internet display advertising, not search. IAB Brasil measures both. As such, the 5% share of ad spend reported for Internet by Projeto Inter-Meios may actually be as high as 13.7% when search ad spend is included.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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Latin America’s Ad Spend Is Set to Skyrocket

According to projections from e-Marketer, between 2012 and 2016, Latin America will be one of the world’s fastest-growing regions when it comes to ad spend.

Total ad spend for Latin America is projected to reach US$34 billion in 2012 and grow to US$51 billion by 2016, 50% growth. In terms of rate of growth, Latin America and Asia-Pacific will grow the fastest in ad spend between 2012 and 2016.

E-marketer also notes that online ad spend will spike in all of the world’s markets, particularly in China, which is set to become the world’s #2 market in online ad spend by 2014. Latin America is set to register $3.62 billion in online ad spend in 2012. By 2016, Latin America’s online ad spend will be $7.68 billion, a 112% increase in just 4 years.

These numbers seem to be in line with those from other sources. For example, eMarketer projects 11.8% growth in ad spend for Latin America during 2012, while recently MagnaGlobal projected 13% growth for this year. In addition, a variety of sources have noted increases in ad spend and online ad spend in Latin America.

To get a sense of the growth trend, here’s a look at ad spend and online spend figures for major markets in Latin America in 2011.

• Argentina: 31.6% growth in overall ad spend in 2011, 117% growth in online ad spend for 2011
• Brazil: 8.5% growth in overall ad spend in 2011, 20% growth in online ad spend in 2011, 39% projected growth in online ad spend for 2012
• Chile: 10.4% increase in overall ad spend in 2011, 30% growth in online ad spend in 2011
• Colombia: 8.8% increase in overall ad spend in 2011, 33% increase in online ad spend
• Mexico: 36% increase in online ad spend in 2011
• Panama: 7.7% increase in overall ad spend in 2011
• Peru: 16% increase in overall ad spend in 2011, 37% increase in online ad spend in 2011
• Uruguay: 7% increase in overall ad spend in 2011, 50% increase in online ad spend in 2011
• Venezuela: 7.8% increase in overall ad spend in 2011

To find out how we can help you reach Latin America via a strategic campaign in any form of media, please contact us.

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