Media trends in Latin America: Mobile, outdoor and digital

Stephen Whiteside

While the rise of digital media led to considerable anxiety among marketers across the US and Western Europe, this has rarely been the case in Latin America. As the uptake of social networks and connected devices occurred directly alongside an increase in disposable income, shoppers have become more empowered, and brands are making the most of such innovative communications platforms after years spent struggling with low budgets and limited advertising options.

In evidence of this, a survey by Telefonica and The Festival of Media LatAm found 70% of marketers thought mobile budgets would improve over the next 12 months. A further 63% reported that this channel was of greater importance to clients than previously. Shaun Gregory, director of digital global advertising at Telefonica, thus proved bullish about the expenditure prospects for mobile, not least because Brazil is hosting the World Cup in 2014 and Olympic Games in 2016.