拉丁美洲數(shù)字廣告市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSDigitaladvertisinginLatinAmericaCHAPTER

01GlobaloverviewDistributionofadvertisingspendingworldwidefrom2018to2028,bymediumDistributionofadvertisingspendingworldwide2018-2028,bymediumDigitalpure-playTV/pro.videoOutdoorNewspapersAudioMagazinesCinema100%90%80%70%60%50%40%30%20%10%0%201820192020202120222023*2024*2025*2026*2027*2028*3Description:Thesourceforecastthat,by2028,theinternetwillaccountfornearlythree-quartersofglobaladvertisingspending,upfromlessthanhalfofitin2018.Theonlytraditionalmediumprojectedtoseeitsshareincreaseagainistheout-of-home(OOH)segment,whichby2028willstillremainfarfromitspre-pandemicrelevance,accordingtothesource'sestimates.Adspendgrowthratesworldwidewereexpectedtosurpassfivepercentannuallybetween2023and2028.

ReadmoreNote(s):Worldwide;2018to2022;excludingU.S.politicaladspend;*Forecast.Missingpercentagepointsto100areprobablyduetorounding.ReadmoreSource(s):BrandsVietnam;GroupMDigitaladvertisingspendingworldwidefrom2018to2028,byformat(inbillionU.S.dollars)DigitalMarketOutlook:digitaladvertisingspendingworldwide2018-2028,byformatSearchAdvertisingVideoAdvertisingBannerAdvertisingClassifieds1,0009008007006005004003002001000201820192020202120222023202420252026202720284Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2028.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforallfourdifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentSearchAdvertising,whichhasthehighestvalueof417.39billionU.S.dollars.ReadmoreNote(s):Worldwide;2018to2028Source(s):DigitalMarketInsightsMobileadvertisingexpenditureworldwidefrom2018to2024(inbillionU.S.dollars)Mobileadspendingworldwide2018-20244504003503002502004023623362952401901551501005002018201920202021202220232024*5Description:Thesourceforecastthat,in2024,mobileadvertisingspendingworldwidewillsurpass400billionU.S.dollars,upfromlittlemorethan360billiondollarsayearearlier.Thatrepresentsanannualincreaseof11percent.

ReadmoreNote(s):Worldwide;2018to2023;*Forecast.2018datacomesfromanearlierrelease.ReadmoreSource(s):Data.ai;TechCrunchLeadingdigitaladvertisingmarketsworldwidein2022,byspending(inbillionU.S.dollars)DigitalMarketOutlook:largestdigitaladmarketsworldwide2022300243.8925020015010050155.6737.823.93Japan15.3513.6411.769.979.128.370UnitedStatesChinaUnitedKingdomGermanyCanadaAustraliaFranceSouthKoreaBrazil6Description:TheadspendingrankinginthedigitaladvertisingmarketisleadbytheUnitedStateswith243.89billionU.S.dollars,whileChinaisfollowingwith155.67billionU.S.dollars.Incontrast,Brazilisatthebottomoftherankingwith8.37billionU.S.dollars,showingadifferenceof235.52billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsCHAPTER

02LatinAmericanoverviewDigitalandtraditionaladvertisingspendinginLatinAmericafrom2017to2027(inbillionU.S.dollars)OnlineandofflineadvertisingspendinginLatinAmerica2017-2027DigitalTraditional50454035302517.0816.6615.8514.422015.851510516.7328.5522.8717.6813.58.635.9202017201920212023*2025*2027*8Description:Thesourceforecastthat,in2023,digitaladvertisingspendingwillsurpasstraditionaladexpenditureinLatinAmerica.Whiletheinternetwillattractalmost17.7billionU.S.dollars,offlinemedia'sadspendwillstandbelow16billiondollars.Digitaladspendingwasprojectedtocontinuetoexpandinthenextfewyears,exceedingtraditionaladexpenditurebyover10billiondollarsby2027,accordingtotheestimates.ReadmoreNote(s):LAC;2017to2022;traditionaladvertisingincludesTV,radio,OOH,newspapers,andmagazines;digitaladvertisingincludesallformatsappearingoninternet-connecteddevicessuchasdesktopandlaptopcomputers,mobilephones,[...]

ReadmoreSource(s):eMarketer;AnnualdigitaladvertisingspendinginLatinAmericafrom2022to2024(inbillionU.S.dollars)AnnualdigitaladspendinginLatinAmerica2022-2024302525.921.6201510518.4020222023*2024**9Description:Thesourceforecastthat,in2024,onlineadvertisingspendinginLatinAmericawillreachnearly26billionU.S.dollars,upfromapproximately21.6billiondollarsayearearlier-anannualexpansionofalmost20percent.

ReadmoreNote(s):LAC;2022and2023Source(s):GroupM;AnnualchangeindigitaladvertisingspendinginLatinAmericain2023and2024AnnualchangeindigitaladspendinginLatinAmerica2023-202419.8%20%17.4%15%10%5%0%2023*2024**10Description:Thesourceforecastthat,in2024,onlineadvertisingspendinginLatinAmericawillexpandbynearly20percent,followinganestimated17.4-percentgrowthrateinthepreviousyear.Brazil,Mexico,andArgentinawereLatinAmerica'sleadingadmarketsbyadexpenditure.ReadmoreNote(s):LAC;2023;*Estimate.**Forecast.ReadmoreSource(s):GroupMDigitaladvertisingspendingasapercentageoftotaladexpenditureinLatinAmericafrom2022to2024DigitaladspendasapercentageoftotaladexpenditureinLatinAmerica2022-202455.6%52.3%50.7%50%40%30%20%10%0%20222023*2024**11Description:Thesourceforecastthat,in2024,digitaladvertisingspendinginLatinAmericawillaccountforalmost56percentofthetotaladspendintheregion.Twoyearsearlier,thesharestoodbelow51percent.

ReadmoreNote(s):LAC;2022and2023Source(s):GroupM;DigitaladvertisingspendingperinternetuserinselectedcountriesinLatinAmericain2023(inU.S.dollars)DigitaladspendperinternetuserinLatinAmerica2023,bycountrySpendinginU.S.dollars01020304050607080PanamaCostaRicaUruguay70.9260.6359.85Brazil51.85Chile48.89MexicoGuyana47.9647.81DominicanRepublicArgentinaColombiaNicaraguaEcuador44.3538.5325.4622.922220.96Paraguay12Description:TheaverageadspendingperinternetuserrankinginthedigitaladvertisingmarketisleadbyPanamawith70.92U.S.dollars,whileCostaRicaisfollowingwith60.63U.S.dollars.Incontrast,Haitiisatthebottomoftherankingwith6.47U.S.dollars,showingadifferenceof64.45U.S.dollarstoPanama.ReadmoreNote(s):LAC;Jan1sttoDec31st2023Source(s):DigitalMarketInsightsDigitaladvertisingspendinginLatinAmericaandtheCaribbeanin2022,bysubregion(inbillionU.S.dollars)DigitaladspendinLatinAmerica2022,byregioouthAmericaMexicoCaribbeanCentralAmerica13Description:Fromtheselectedregions,therankingbyadspendinginthedigitaladvertisingmarketisleadbySouthAmericawith12.36billionU.S.dollarsandisfollowedbyMexico(4.53billionU.S.dollars).Incontrast,therankingistrailedbyCentralAmericawith0.82billionU.S.dollars,recordingadifferenceof11.54billionU.S.dollarstoSouthAmerica.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsCHAPTER

03FormatsDigitaladvertisingspendinginLatinAmericaandtheCaribbeanin2023,byformat(inbillionU.S.dollars)DigitaladspendinLatinAmericaandtheCaribbean2023,byformat97.728765432105.375.0210.710.38SearchVideoBannerInfluencerClassifiedsAudio15Description:In2023,onlinesearchadvertisingspendinginLatinAmericaandtheCaribbeanwasexpectedtoreach7.72billionU.S.dollarsandtobethedigitaladformatwiththelargestadinvestmentintheregion.Videoadvertisingrankedsecondwith5.37billiondollars.AnoverviewofallDigitalMarketscanbefoundhere.ReadmoreNote(s):LAC;2023;forecastSource(s):DigitalMarketInsightsDistributionofdigitaladvertisingspendinginselectedcountriesinLatinAmericain2023,byformatShareofdigitaladspendinselectedcountriesinLatinAmerica2023,byformatDisplaySearchClassified100%90%80%70%60%50%40%30%20%10%0%0.9%1.4%2.2%4.6%4.1%7.1%9%18.9%22.7%27%28.4%34.7%39.6%43%80.2%75.9%Peru70.8%64.5%Chile61.2%55.8%Brazil48%ColombiaMexicoArgentinaLatinAmerica16Description:In2023,thedisplayformatconcentratedover80percentofthedigitaladvertisingspendinginColombiaandaccountedforlessthanhalfoftheinternetadexpenditureinArgentina.Onaverage,displayadsmadeuparound61percentofLatinAmerica'sonlineadspendthatyear,whilethesearchandclassifiedformatsaccountedforabout35andfourpercentofthetotal,respectively.ReadmoreNote(s):LAC;2022;includingadsondesktopandlaptopcomputers,mobilephones,tablets,andotherdevicesconnectedtotheinternetSource(s):eMarketer;TotalMediosSearchadvertisingspendinginselectedcountriesinLatinAmericaandtheCaribbeanin2022(inbillionU.S.dollars)SearchmediaadspendinLatinAmerica2022,bycountrySpendinginbillionU.S.dollars0123456789BrazilMexicoArgentinaColombiaChilePeruDominicanRepublicEcuadorCostaRicaPanamaUruguayGuatemalaBolivia17Description:TheadspendingrankinginthedigitaladvertisingmarketisleadbyBrazilwith8.37billionU.S.dollars,whileMexicoisfollowingwith4.53billionU.S.dollars.Incontrast,Guyanaisatthebottomoftherankingwith0.02billionU.S.dollars,showingadifferenceof8.35billionU.S.dollarstoBrazil.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsDigitalvideoadvertisingspendinginselectedcountriesinLatinAmericaandtheCaribbeanin2022(inmillionU.S.dollars)DigitalvideoadspendinLatinAmerica&theCaribbean2022,bycountrySpendinginmillionU.S.dollars02004006008001,0001,2001,4001,6001,8002,0002,200BrazilMexico1,979.461,571.73ArgentinaChileColombiaEcuador359.97235.35200.1579.3862.9959.2358.4251.4142.4925.7723.83CostaRicaPeruDominicanRepublicPanamaUruguayBoliviaGuatemala18Description:Fromtheselectedregions,therankingbyadspendinginthe'VideoAdvertising'segmentofthedigitaladvertisingmarketisleadbyBrazilwith2billionU.S.dollarsandisfollowedbyMexico(1.6billionU.S.dollars).Incontrast,therankingistrailedbyHaitiwith6.17millionU.S.dollars,recordingadifferenceof2billionU.S.dollarstoBrazil.ReadmoreNote(s):LAC;Jan1sttoDec31st2022;forecastSource(s):DigitalMarketInsightsInfluenceradvertisingspendinginLatinAmericaandtheCaribbeanfrom2017to2027,bymarket(inmillionU.S.dollars)InfluenceradvertisingspendinginLatinAmerica&theCaribbean2017-2027,bymarketSouthAmericaMexicoCentralAmericaCaribbean1,8001,6001,4001,2001,00080060040020002017201820192020202120222023*2024*2025*2026*2027*19Description:Thesourceforecastthat,in2023,digitalinfluenceradvertisingspendinginLatinAmericaandtheCaribbeanwillgrowbyover14percenttomorethanonebillionU.S.dollars.Theannualfigurewasprojectedtocontinuetoriseinthefollowingyears,surpassing1.5billiondollarsby2027.AsofFebruary2022,lessthan80percentofthepopulationoftheregion'slargesteconomies-BrazilandMexico-usedsocialmedia.

ReadmoreNote(s):LAC;2017to2022;usingcurrentexchangeratesandreflectingmarketimpactsoftheRussia-Ukrainewar;*Forecast.Numbershavebeenrounded.

ReadmoreSource(s):Advertising&MediaInsightsShareofprogrammaticindigitaladvertisingspendinginselectedcountriesinLatinAmericain2022ProgrammaticmarketshareinLatinAmerica2022,bycountryShare40%0%10%20%30%50%60%70%80%90%PeruBolivia82.78%80.44%79.33%ColombiaParaguayDominicanRepublicArgentinaBrazil78.73%78.32%78.31%77.63%Cuba76.9%HondurasNicaraguaHaiti76.01%75.63%75.39%Guyana74.66%Guatemala73.6%20Description:Fromtheselectedregions,therankingbyindicator'AdSpendingShare(Non-)Programmatic'inthe'Programmatic'segmentofthedigitaladvertisingmarketisleadbyPeruwith82.78percentandisfollowedbyBolivia(80.44percent).Incontrast,therankingistrailedbyPanamawith68.11percent,recordingadifferenceof14.67percentagepointstoPeru.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsCHAPTER

04MobileDistributionofdigitaladvertisingspendinginselectedmarketsinLatinAmericainDecember2023,bydeviceDigitaladspendinselectedmarketsinLatinAmerica2023,bydeviceShareofonlineadvertisingMobile40%Desktop50%0%10%20%30%60%70%80%90%13.76%100%MexicoUruguayNicaragua86.24%84.01%83.46%83.13%82.08%80.66%80.61%80.11%79.61%79.57%79.05%78.52%15.99%16.54%16.87%17.92%19.34%19.39%19.89%20.39%20.43%20.95%21.48%EcuadorPuertoRico*GuatemalaElSalvadorPanamaArgentinaCostaRicaHondurasDominicanRepublic22Description:InDecember2023,mobileadsaccountedforover86percentoftheestimateddigitaladvertisingspendinginMexico.InPeru,thesharestoodatlittlemorethan73percent.AmongtheLatinAmericanmarketsdisplayed,onlyVenezuelarecordedahigherpercentagefordesktopads,whichconcentratednearly58percentofthatcountry'sonlineadspend.ReadmoreNote(s):LAC;December2023;estimates;includingdisplay,video,andtextformatsonopenweb,social(Facebook,YouTube),andretailmedia,bothonmobileanddesktopdevices;excludingsearch;*PuertoRicowasincludedintheranking[...]

ReadmoreSource(s):AdmetricksMobileadvertisingspendinginselectedcountriesinLatinAmericain2022(inbillionU.S.dollars)MobileadspendinLatinAmerica2022,bycountrySpendinginbillionU.S.dollars0123456BrazilMexicoArgentinaColombiaChilePeruDominicanRepublicEcuadorCostaRicaPanamaGuatemalaUruguayBolivia23Description:Fromtheselectedregions,therankingbyindicator'AdSpendingMobile'inthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketisleadbyBrazilwith5.29billionU.S.dollarsandisfollowedbyMexico(2.34billionU.S.dollars).Incontrast,therankingistrailedbyGuyanawith0.01billionU.S.dollars,recordingadifferenceof5.28billionU.S.dollarstoBrazil.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsChangeinmobileadvertisingspendinginselectedcountriesinLatinAmericain2022MobileadspendgrowthinLatinAmerica2022,bycountryGrowthrate0%2%4%6%8%10%12%14%16%ArgentinaBrazilChileColombiaMexico13.46%8.3%7.9%7.89%3.8%GuyanaDominicanRepublicPeru3.14%2.93%2.57%Bolivia2%PanamaEcuadorParaguayGuatemala1.74%1.64%1.64%1.45%24Description:Theindicator'GrowthDesktop&Mobileshare'rankinginthe'DigitalAdvertisingMobile'segmentofthedigitaladvertisingmarketisleadbyArgentinawith13.46percent,whileBrazilisfollowingwith8.3percent.Incontrast,Nicaraguaisatthebottomoftherankingwith0.2percent,showingadifferenceof13.26percentagepointstoArgentina.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsShareofmobileindigitaladvertisingspendinginselectedcountriesinLatinAmericaandtheCaribbeanin2022MobileadspendshareinLatinAmerica2022,bycountryShare0%10%20%30%40%50%60%70%BrazilColombiaChile63.19%62.92%62.05%ArgentinaMexico53.93%51.64%50.33%CubaPeru48.78%48.58%48.43%48.39%GuatemalaNicaraguaGuyanaHaiti47.14%HondurasEcuador46.47%46.33%25Description:Brazilisleadingtherankingbymobilerevenueshareofthedigitaladvertisingmarket,recording63.19percent.FollowingcloselybehindisColombiawith62.92percent,whileParaguayistrailingtherankingwith40.72percent,resultinginadifferenceof22.47percentagepointstotherankingleader,Brazil.ReadmoreNote(s):LAC;Jan1sttoDec31st2022Source(s):DigitalMarketInsightsCHAPTER

05AudienceInternetpenetrationrateinLatinAmericaandtheCaribbeanasofJanuary2023,byregionLatinAmerica&theCaribbean:internetpenetration2023,byregion90%80.6%80%74.9%74.63%68.4%70%60%50%40%30%20%10%0%SouthAmericaCentralAmerica&MexicoTheCaribbeanOverallregionalaverage*27Description:AsofJanuary2023,morethan80percentofSouthAmericanshaveaccessedtheinternet,whereasthesamecouldbesaidfor68.4percentoftheCaribbeanpopulation.MobiledevicesrepresentedthelargestsharesofinternetaccessacrossLatinAmericathroughout2022.ReadmoreNote(s):January2023Source(s):DataReportal;Kepios;Meltwater;WeAreSocialNumberofinternetusersinselectedLatinAmericancountriesasofJanuary2023(inmillions)NumberofinternetusersinLatinAmerica2023,bycountryOnlinepopulationinmillions80

1000204060120140160180200BrazilMexico181.8100.6ArgentinaColombiaPeru39.7939.3424.31Chile17.6917.59VenezuelaEcuadorGuatemalaBoliviaHondurasParaguayCostaRica14.7210.868.126.445.554.6628Description:AsofJanuary2023,Brazilhadapproximately181.8millioninternetusers.ThatismorethanMexicoandArgentinacombined,thetworankingsecondandthirdrespectively.Meanwhile,intheCaribbean,theDominicanRepublicfeaturedthelargestnumberofinternetusers.ReadmoreNote(s):January2023Source(s):DataReportal;Meltwater;WeAreSocialNumberofmobileinternetusersinLatinAmericafrom2021to2025(inmillions)MobileinternetusersinLatinAmerica2021-2025500450440401.83395.79389.85384400350300250200150100500202120222023*2024*2025*29Description:In2021,therewereestimated384millionmobileinternetusersinLatinAmericain2022.Thenumberisexpectedtoincreaseto440millionby2025.Meanwhile,smartphonepenetrationrateisprojectedtoincreaseto73percentin2025.

ReadmoreNote(s):2023;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2021and2025,whichwereprovidedbythesource.Figureshavebeenrounded.

ReadmoreSource(s):GSMA;GSMAIntelligence;Percentageofinternetusersresearchingbrands,products,andservicesonlinebeforemakingapurchaseinselectedcountriesinLatinAmericaasof3rdquarter2023ShareofshoppersresearchingbrandsonlineinselectedmarketsinLatinAmerica202380%71.2%70%60.5%59.7%57.4%57.1%60%50%40%30%20%10%0%BrazilArgentinaChileMexicoColombia30Description:Duringasurveyamonginternetusersinthethirdquarterof2023,around71percentofrespondentsinBrazilreportedresearchingbrands,products,andservicesonlinebeforemakingapurchase.InChile,Mexico,andColombia,thesharestoodbelow60percent.ReadmoreNote(s):LAC;Q32023;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofonlineuserswhodiscoverednewbrands,products,andservicesviasocialmediaadsinselectedLatinAmericancountriesin3rdquarter2022BranddiscoveryviasocialmediaadsinLatinAmerica2022,bycountry40%37.7%37.5%37%36.6%35%30%25%20%15%10%5%0%MexicoColombiaArgentinaBrazil31Description:InMexico,nearly38percentofinternetusersdiscoveredbrands,products,andservicesviasocialmediaadsinthethirdquarterof2022.OftheselectedLatinAmericancountries,Colombiarankedsecond,with37.5percentofrespondentsreportingthattheyfoundnewbrandsthroughsocialnetworkadvertising.Meanwhile,socialmediaadsreachedabout37percentofArgentinianonlineusersand36.6percentofBrazilians.ReadmoreNote(s):LAC;Q32022;amonginternetusersSource(s):DataReportal;GWI;WeAreSocialCHAPTER

06Spotlight:digitalretailmediaDigitalretailmediaadvertisingrevenuesinLatinAmericafrom2021to2025(inbillionU.S.dollars)DigitalretailmediaadvertisingrevenuesinLatinAmerica2021-20251.81.61.41.661.461.291.141.21.00.80.60.40.20.01202120222023*2024*2025*33Description:ThesourceforecastthatretailmediaadvertisingspendinginLatinAmericawillincreasebyover60percentthroughoutthefirsthalfofthe2020s,surpassing1.6billionU.S.dollarsby2025.Accordingtootherreports,LatinAmerica'stotaladexpenditureexceeded20billiondollarsin2022.ReadmoreNote(s):LAC;2021and2022;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2021and2025,whichwereprovidedbythesource.

ReadmoreSource(s):eMarketer;GrupoMeio&Mensagem;AnnualchangeindigitalretailmediaadvertisingspendinginLatinAmericain2023and2024AnnualchangeindigitalretailmediaadspendinginLatinAmerica2023-202449.7%49.2%45%40%35%30%25%20%15%10%5%0%2023*2024**34Description:Thesourceforecastthat,in2024,digitalretailmediaadvertisingspendinginLatinAmericawillskyrocketbyover49percent,followingasimilarestimatedgrowthrateinthepreviousyear.Brazil,Mexico,andArgentinawereLatinAmerica'sleadingadmarketsbyadexpenditure.ReadmoreNote(s):LAC;2023;*Estimate.**Forecast.ReadmoreSource(s):GroupMDigitalretailmediaadvertisingrevenueofselectede-commerceplatformsinLatinAmericain2023(inmillionsU.S.dollars)DigitalretailmediaadrevenueofselectedplatformsinLatinAmerica2023RevenueinmillionU.S.dollars0100200300400500600700MercadoLibreA.brMagazineLuizaA.mxAmericanas625.33132.22110.67104.3103.19Falabella24.6619.98Cencosud/Paris.clW.mxC.brRaiaDrogasil*Linio16.6512.395.835.183.653.322.14éxitoSodimacC.ar35Description:In2023,MercadoLibre'sdigitalretailmediaadvertisingrevenueinLatinAmericaamountedtoanestimated625millionU.S.dollars,makingittheregion'sleadingonlineretailmedianetwork.Amazon'soperationsinthetwolargestLatinAmericaneconomies-BrazilandMexico-collectivelygeneratedanestimated237milliondollarsinretailmediaadrevenue.ReadmoreNote(s):LAC;2022;forecasts;*E-commerceactivityrevenueincludesallgrossfirst-partysalesand/orthird-partyGMVgeneratedonallonlineplatforms.ReadmoreSource(s):ecommerceDB.com;SimilarWeb;DistributionofdigitalretailmediaadvertisingrevenueinLatinAmericain2023,byplayerShareofonlineretailmediaadrevenueinLatinAmerica2023,byplayerMarketshare0%10%20%30%40%50%MercadoLibreA.brMagazineLuizaA.mxAmericanas48.48%10.25%8.58%8.09%8%Falabella1.91%1.55%Cencosud/paris.clW.mxC.brRaiaDrogasil*Linio1.29%0.96%0.45%0.4%Exito0.28%SodimacC.arOthers0.26%0.17%9.34%36Description:In2023,MercadoLibrealoneaccountedfornearly48.5percentofLatinAmerica'sestimateddigitalretailmediaadvertisingrevenue.Amazon'soperationsinthetwolargestLatinAmericaneconomies-BrazilandMexico-collectivelyaccountedforlittlemorethan18percentoftheregion'sonlineretailmediaadrevenues.ReadmoreNote(s):LAC;2022;forecasts;*E-commerceactivityrevenueincludesallgrossfirst-partysalesand/orthird-partyGMVgeneratedona