Julia Faria
Research lead covering advertising and marketing
Advertising in Colombia – statistics & facts
One of the largest economies in Latin America, Colombia is home to a developing advertising industry. In 2024, Colombia's annual ad spend was projected to grow by over seven percent and reach nearly six trillion Colombian pesos by the end of the year. While this is an important cornerstone for the country, Brazil is expected to continue to have the largest ad market by a wide margin in the region.
The digital era of Colombian advertising
Digital platforms and technologies have become essential advertising tools in Colombia as internet adoption rises and the government ramps up investments in local network infrastructures. In 2023, Colombia's digital ad expenditure amounted to roughly 2.7 trillion Colombian pesos – a value over three times higher than that recorded half a decade earlier, in 2018. Of the 2023 amount, 2.12 trillion pesos or approximately 80 percent of the total amount invested in digital display ads, while the share of search, classified, and directory ads stood around 20 percent. In the past years, digital ad expenses have consistently achieved double-digit growth and continued to increase its share in the Colombian ad landscape.Consumer insights
During a 2024 survey, video portals like YouTube and social media websites and apps enjoyed the highest reach among online ad media in Colombia, both surpassing 50 percent. Furthermore, social media ads were the leading source of brand discovery among Colombian users. Meanwhile, TV advertising ranked as the South American country’s most influential brand discovery tool, reaching six out of 10 Colombian adults surveyed in 2024.More ad dollars in Colombia
Forecasts indicate that Latin American ad industry's revenues will continue to expand steadily in the following years. By 2026, it will reach 29.7 billion U.S. dollars. The Colombian ad expenditure, too, is expected to rise. However, traditional ad channels struggle to grow in Colombia amidst the ever-expanding digital trends, indicating that online media will lead the market's development.
