According to the study, Latin America was the region which showed more strength against the recession, registering an online advertising growth of 13.3% in 2009 reaching $ 1,700 million. According to eMarketer, this trend will continue and reach $ 4,000 million in 2014.
As a percentage of the total ad spending, online ads are expected to reach 11% in 2014 from 7.1% in 2010.
The article notes that consumers in the region are increasing their use of mobile phones, Internet and paid television, while print media has suffered the biggest drop in audience, registering double-digit percentage declines from readers in most markets.
Of all the advertising spending in mass media in the region, Nicaragua's share is 8%.
Guatemala's is 28%, Costa Rica's 22% and Honduras' is 16%.
Despite this reduced participation, the Nicaraguan media market has grown by 15% over the last two years, said Cesar Espinosa, CEO of Cem Communications and president of the Nicaraguan Organization of Advertising Agencies (ONAP), during an interview with Humberto Galo for Laprensa.com.ni.
Companies are using the FIFA World Cup to position their brands, increasing advertising spending by 15%.
Estuardo Aguilar, director of the Guatemalan Union of Advertising Agencies, remarked that such increase could reach 20%, as “the World Cup is a good opportunity for companies to communicate and expose their brands, because more than a sporting event, it becomes a spectacle”.
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