The news: Latin America will outpace the world in digital ad spending and ecommerce sales gains this year, as both metrics rise by double digits.
Changing search habits: In much of the region, search engines have been supplanted by retailers’ websites as the starting point to find deals—a trend that doesn’t bode well for Google.
The physical store as an ad vehicle: Our report concludes reliance on search engines and linear TV will wane as Latin American marketers invest in ad formats that are likely to deliver higher returns.
Opportunity for Netflix: Economic turmoil could open a door for Netflix—Latin America’s most popular streaming service—to gain more customers for its ad-supported offering.
Go further: For more on changes that are likely to come south of the border, read our report, Latin America Trends to Watch for 2023.
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