Market Insights Advertising & Media Advertising Audio Advertising

Digital Audio Advertising - Argentina

Argentina

Ad spending in the Digital Audio Advertising market in Argentina is forecasted to reach US$20.30m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 3.09%, leading to a projected market volume of US$23.64m by 2029.
With a projected market volume of US$7,078.00m in 2024, the majority of revenue will be generated in Argentina.
In the Digital Audio Advertising market of Argentina, the number of listeners is expected to reach 9.11m users by 2029.
The average ad spending per user in the Digital Audio Advertising market of Argentina is projected to be US$2.74 in 2024.
In the Digital Audio Advertising market of Argentina, 77.60% of total ad spending will be generated through mobile in 2029.
Argentina's Digital Audio Advertising market is experiencing a surge in programmatic buying, revolutionizing how brands reach consumers in the country.

Key regions: United States, France, India, Asia, Japan

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Analyst Opinion

The Digital Audio Advertising market in Argentina has been experiencing significant growth in recent years.

Customer preferences: Argentinian consumers are increasingly turning to digital audio platforms for their music and podcast listening needs. This shift in consumer behavior is driven by several factors. Firstly, the convenience and accessibility of digital audio platforms allow users to listen to their favorite music and podcasts anytime and anywhere. Secondly, the personalized and curated content offered by these platforms enhances the overall user experience. Lastly, the availability of ad-supported free versions of digital audio platforms makes them an attractive option for cost-conscious consumers.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Argentina is the increasing adoption of programmatic advertising. Programmatic advertising enables advertisers to target specific audience segments with precision and efficiency. This trend is driven by the growing availability of data on consumer preferences and behaviors, which allows advertisers to deliver personalized and relevant ads to their target audience. Additionally, programmatic advertising offers cost-effective solutions for advertisers, as it eliminates the need for manual ad placement and negotiation. Another trend in the market is the rise of podcast advertising. Podcasts have gained popularity in Argentina, with a wide range of genres and topics available to listeners. Advertisers are recognizing the potential of podcast advertising to reach engaged and loyal audiences. Podcast ads are typically integrated into the content, providing a seamless listening experience for the audience. This form of advertising allows advertisers to connect with their target audience in a more intimate and engaging way.

Local special circumstances: Argentina has a strong music culture, with a rich tradition of tango and other genres. This cultural affinity for music has contributed to the popularity of digital audio platforms in the country. Furthermore, the increasing availability of affordable smartphones and internet access has made digital audio platforms more accessible to a wider audience.

Underlying macroeconomic factors: The growth of the Digital Audio Advertising market in Argentina is also influenced by macroeconomic factors. The country has experienced periods of economic instability in recent years, leading to a decline in traditional advertising budgets. As a result, advertisers are exploring alternative advertising channels, such as digital audio, to reach their target audience in a cost-effective manner. Additionally, the increasing smartphone penetration in Argentina has created new opportunities for digital advertising, including digital audio advertising. In conclusion, the Digital Audio Advertising market in Argentina is experiencing growth due to changing customer preferences, including the increasing adoption of digital audio platforms and the rise of programmatic advertising and podcast advertising. The local special circumstances, such as Argentina's strong music culture and the increasing availability of affordable smartphones, further contribute to the growth of the market. Additionally, underlying macroeconomic factors, such as economic instability and smartphone penetration, play a role in shaping the market dynamics.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers pre- and in-stream audio ads and podcast streaming ads.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, media consumption, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.