Digital Audio Advertising - South America

South America

Highlights

In South America, ad spending in the Digital Audio Advertising market is projected to reach US$271.50m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of 4.31%, resulting in a projected volume of US$349.70m by 2030.
With a projected market volume of US$6.59bn in 2024, most revenue will be generated the United States.
In South America, the number of listeners in the Digital Audio Advertising market is expected to amount to 0.0users by 2030.
The average ad spending per user in the Digital Audio Advertising market is projected to be US$3.33 in 2024.
In South America, 52% of total ad spending will be generated through mobile in 2030.
In Brazil, the increasing popularity of streaming services is driving a surge in Digital Audio Advertising investments in the market.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Customers in South America have shown a strong preference for digital audio advertising due to its convenience and accessibility. With the increasing popularity of smartphones and other mobile devices, consumers are spending more time listening to music and podcasts on these platforms. This has created a lucrative opportunity for advertisers to reach their target audience through digital audio channels.

Trends in the market: One of the key trends in the South American Digital Audio Advertising market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory in real-time, targeting specific audiences with relevant messages. This technology has revolutionized the advertising industry by making it more efficient and cost-effective. In South America, programmatic advertising has gained traction as advertisers seek to optimize their ad spend and reach the right audience at the right time. Another trend in the market is the increasing popularity of streaming platforms. Streaming platforms such as Spotify, Deezer, and Apple Music have gained a significant user base in South America. These platforms offer a wide range of music and audio content, making them an attractive advertising channel for brands. Advertisers are leveraging the popularity of these platforms to reach their target audience with personalized and engaging audio advertisements.

Local special circumstances: South America is a diverse region with different languages, cultures, and preferences. Advertisers need to take these local special circumstances into account when developing their digital audio advertising strategies. For example, in Brazil, Portuguese is the dominant language, and advertisers need to create content that resonates with the local audience. Similarly, in Argentina, Spanish is the primary language, and advertisers need to tailor their messages accordingly. Understanding the local culture and preferences is crucial for the success of digital audio advertising campaigns in South America.

Underlying macroeconomic factors: The growing economy and increasing disposable income in South America have contributed to the development of the Digital Audio Advertising market. As the middle class continues to expand, more consumers have access to smartphones and other digital devices, leading to an increase in digital media consumption. This provides advertisers with a larger audience to target and engage with through digital audio advertising. Furthermore, the COVID-19 pandemic has accelerated the adoption of digital technologies in South America. With lockdowns and social distancing measures in place, consumers have turned to digital platforms for entertainment and information. This has created a captive audience for digital audio advertising, as people spend more time listening to music and podcasts at home. In conclusion, the Digital Audio Advertising market in South America is experiencing significant growth due to customer preferences for convenience and accessibility, the rise of programmatic advertising, the increasing popularity of streaming platforms, local special circumstances, and underlying macroeconomic factors such as the growing economy and the impact of the COVID-19 pandemic. Advertisers in South America are leveraging these trends and factors to reach their target audience effectively and drive business growth.

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 Global Survey) 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.