Digital Video Advertising - Mexico

Ad spending in the Digital Video Advertising market in Mexico is forecasted to reach US$1.84bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 5.56%, leading to a projected market volume of US$2.54bn by 2030.
With a projected market volume of US$85.39bn in 2024, the United States will generate the most revenue in this market in Mexico.
In 2030, 84% of total ad spending in the Digital Video Advertising market in Mexico will be generated through mobile.
The average ad spending per internet user in the Digital Video Advertising market in Mexico is projected to be US$16.71 in 2024.
Connected TV ad spending in the Digital Video Advertising market in Mexico is expected to reach US$167.30m in 2024 and is projected to grow at an annual rate (CAGR 2024-2030) of 3.88%, resulting in a market volume of US$210.30m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Mexico is projected to reach US$812.70m in 2024 and is anticipated to grow annually at a rate (CAGR 2024-2030) of 9.28%, leading to a market volume of US$1.38bn by 2030.
In Mexico, the Digital Video Advertising market is rapidly expanding, driven by increased internet penetration and a growing demand for online video content.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

Digital Video Advertising in Mexico is experiencing significant growth, driven by changing customer preferences and the increasing availability of high-speed internet. Customer preferences in Mexico are shifting towards digital video consumption, with an increasing number of people opting for online streaming services and video-sharing platforms. This shift is fueled by the convenience and flexibility that digital video offers, allowing users to watch their favorite content anytime and anywhere. Additionally, the younger generation, in particular, is more inclined towards digital video, as they are more tech-savvy and have grown up in a digital world. The market is also witnessing a rise in mobile video consumption, as smartphones become more affordable and accessible to a wider population. Mobile devices have become the primary source of internet access for many Mexicans, and this trend is driving the demand for mobile video advertising. Advertisers are recognizing the potential of reaching consumers through mobile video, and are investing in targeted and engaging ad formats to capture their attention. In addition to customer preferences, there are local special circumstances that are contributing to the growth of digital video advertising in Mexico. One such circumstance is the increasing availability of high-speed internet. Mexico has been making significant investments in improving its internet infrastructure, resulting in faster and more reliable internet connections across the country. This has paved the way for seamless streaming of digital video content and has created a favorable environment for digital video advertising. Furthermore, the growing middle class in Mexico is also driving the demand for digital video advertising. As more people gain access to disposable income, they are becoming attractive targets for advertisers. Advertisers are capitalizing on this opportunity by creating targeted and personalized video ads that resonate with the aspirations and preferences of the Mexican middle class. Underlying macroeconomic factors are also playing a role in the growth of digital video advertising in Mexico. The country's economy has been steadily growing, and this has led to increased consumer spending power. Advertisers are leveraging this economic growth to invest in digital video advertising campaigns, as they see it as an effective way to reach and engage with the Mexican consumers. In conclusion, the Digital Video Advertising market in Mexico is experiencing significant growth due to changing customer preferences, the increasing availability of high-speed internet, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of digital video advertising to reach and engage with the Mexican audience, and are investing in targeted and personalized ad campaigns to capitalize on this opportunity.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.