Latin America Digital Advertising Trends Survey 2025

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How Advertisers’ Shifting Priorities Are Redefining Media Strategies and Spending

Latin America’s digital advertising industry is transforming as new formats, channels, and players emerge. Our third annual survey explores the market dynamics, challenges, and opportunities shaping how the regional landscape will evolve over the next 12 months.

This deck covers:

  • The key market developments, channels, and formats influencing ad spending decisions

  • Retail media’s expanding role in the paid media mix and its ripple effects across the emerging commerce media ecosystem

  • Evolving opportunities for growth—and the challenges to overcome

Read the full report here.

Key findings:

  • AI has overtaken inflation as advertisers' top concern, but political and economic uncertainty still looms large. AI optimism is highest in Uruguay and Colombia, while political and economic concerns remain elevated in Peru, Argentina, and Brazil.

  • Ad dollars remain concentrated in social, search, and retail media. Social media continues to dominate, Google’s AI investments have revived interest in search, and retail media is gaining traction amid more robust ad offerings and targeting solutions.

  • Retail media’s momentum is strong, but cracks are beginning to show. Advertisers are increasingly frustrated by measurement gaps, attribution issues, and the lack of consistent industrywide standards.

  • Retail media is paving the way for a broader commerce media shift. Its rising popularity has sparked interest in retail media-like ad solutions from nonretail industries such as travel and finance.