Brazil to become ninth largest mobile ad market by 2018
Brazil will become the ninth largest mobile advertising market in the world by 2018, with US$2.67bn in spending, climbing three places in the ranking from 2015, according to figures from consultancy eMarketer.
In Latin America, Mexican mobile internet ad spending is expected to reach half of that in Brazil by 2018, or US$1.30bn, up from US$388mn this year, while Argentina is expected to reach US$612mn, from US$71mn.
Globally, advertising spending tailored to mobile platforms such as smartphones and tablets is forecast to surpass the US$100bn-threshold for the first time in 2016, and well above the US$69bn predicted for this year. In 2016 this will account for more than 51% of all digital ad spending and by 2019 this share is set to surge to 70.1%.
All figures exclude SMS, MMS and P2P messaging-based advertising, comprising display (banners, video and rich media ads) and search publicity.
Compared to broad media advertising investment – both digital and non-digital forms – mobile internet will account for 11.9% of the total in 2015 and 26.8% by 2019.
Growth is being driven by rising adoption of mobile devices, particularly in emerging markets, where many users are accessing internet for the first time from mobile platforms, eMarketer said.
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