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Advertising intelligence can help teams decide where to invest, what to measure, and how to adapt campaigns across Latin America—but it works only when regional outlooks are separated from country-level results. EMARKETER forecast that the region’s advertising market would exceed $40 billion in 2025; that is a forecast, not a final audited total. Colombia’s reported 2025 figures offer a more concrete, country-specific example of how digital investment is distributed.
What advertising intelligence can—and cannot—tell you
Advertising intelligence brings together market outlooks, country-specific spending data, audience and commerce context, and campaign measurement so that teams can make better-informed media decisions. It can help identify where investment is shifting and which questions to test locally. It does not, by itself, establish that a channel caused higher engagement, sales, or revenue.
That distinction matters: spending figures show investment, not campaign effectiveness. A useful intelligence process therefore connects market signals to a local plan, then checks the plan against outcomes measured with clearly defined methods.
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EMARKETER’s June 25, 2025 outlook forecast that Latin America’s total advertising market would exceed $40 billion in 2025. It also forecast that digital media would represent 56.6% of total media spending in 2025 and nearly two-thirds by 2029. These are projections, not final reported totals; the digital-share figure is a forecast for total media spending, not a measure of digital campaign results. EMARKETER’s Latin America Ad Spending 2025 report also describes double-digit growth in retail and social media spending and identifies digital video as a growth driver in its regional outlook.
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A separate EMARKETER survey report describes retail media’s expanding role in the paid media mix and its connection to a broader commerce-media ecosystem. The public report page does not expose enough of its detailed data to support precise percentages, so it is best used as directional context rather than a source for additional numeric claims. Read the 2025 Latin America Digital Advertising Trends Survey overview.
Why country-level intelligence matters
Latin America is not one uniform media market. EMARKETER’s regional forecast describes rebounds in Argentina and Chile alongside slower growth in Mexico. Those differences make a regional outlook useful for context, but insufficient for choosing a country budget or estimating local returns. Teams should validate market conditions, competition, audience fit, and available inventory in each country where they plan to spend.
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Colombia illustrates the value—and limits—of country-level reporting. IAB Colombia reported COP 3.04 trillion in digital advertising investment in 2025, up 7.6% year over year and equal to 59% of total media investment. The figures combine agency and other reported or estimated ecosystem values as described by IAB Colombia; they are Colombia-specific and should not be extrapolated to the region. IAB Colombia published the 2025 investment report on March 11, 2026.
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Within Colombia’s 2025 digital advertising investment, IAB Colombia reported the following format figures. The amounts describe investment, not engagement or sales outcomes.
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| Format | Reported 2025 investment in Colombia | Reported year-over-year growth |
|---|---|---|
| Social media | About COP 911.734 billion | Not stated in the cited report summary |
| Digital video | COP 858.169 billion | 13.1% |
| Influencer marketing | COP 227.360 billion | 23.1% |
These figures support a country-level view of investment distribution, but they do not establish which format produces the strongest results for a particular advertiser. The reported increase in influencer-marketing investment, for example, is not proof that influencer campaigns caused better performance. Source: IAB Colombia’s 2025 investment report.
IAB Colombia’s Executive Director, Paola Restrepo Ospina, described the shift this way: “Los resultados del reporte muestran que la publicidad digital sigue consolidándose como un componente estratégico dentro de las decisiones de inversión de las marcas. Hoy las compañías no solo buscan visibilidad, sino generar conexiones más relevantes con sus audiencias a través de datos, contenido y experiencias digitales”. The statement appears in IAB Colombia’s report announcement.
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How to turn market signals into a media decision
Use regional intelligence to frame choices, then require country-level evidence before committing budget. The following is a practical evaluation sequence, not a universal scoring model or a claim that any option will cause growth.
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- Define the objective. Specify whether the campaign is meant to build reach, deepen engagement, support commerce, or achieve another measurable outcome. Set a baseline and define how success will be observed.
- Choose the market, not just the region. Record the country, relevant economic and competitive conditions, intended audience, and the local evidence behind the opportunity. Do not transfer Colombia’s reported format shares to Mexico, Argentina, Chile, or another market.
- Compare channel roles. Consider social and digital video for audience-facing placements, and retail media when the campaign needs a commerce-linked opportunity. Include other digital placements where local evidence supports them. Regional forecasts indicate areas of investment growth, not guaranteed campaign results.
- Check the measurement design before buying. Ask which outcomes are reported, how attribution is assigned, what the measurement window is, and whether results can be compared consistently across platforms. Confirm whether the available data supports the decision you need to make.
- Assess data access and creative fit. Establish what first-party or platform data can be used and shared, subject to operational and applicable legal limits. Check the format’s creative constraints and whether the assets suit the intended audience and placement.
- Review results against the original objective. Separate reported media delivery from business outcomes, document limitations in attribution, and use the findings to revise the next country-level plan.
What to watch for in retail-media measurement
An EMARKETER summary of a 2024 survey conducted with regional IAB partners describes advertiser-reported concerns about measurement, attribution, standardization, creative limitations, and data-sharing inefficiencies in retail media. Those findings indicate issues respondents raised in that survey context; they do not prove that every retail-media network has the same shortcomings. Read the 2024 Latin America Marketing and Retail Media Trends Survey executive summary.
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- Measurement: Request definitions for each reported metric and distinguish exposure or interaction measures from commerce outcomes.
- Attribution: Ask what rules assign credit to a placement, whether other channels are included, and what limits apply to interpreting the result.
- Standardization: Check whether metrics and reporting periods align before comparing networks or countries.
- Data sharing: Confirm which audience and outcome data will be accessible, in what form, and with what operational restrictions.
- Creative constraints: Verify placement requirements early so a campaign’s creative plan matches the inventory being considered.
Why organizational capability belongs in the plan
Media choices are only part of the growth question; teams also need the capability to use data, coordinate commerce and marketing activity, and assess digital and AI-related work. A regional study developed by NTT DATA, IAB, and Tecnológico de Monterrey gathered perspectives from more than 700 marketing leaders and teams and examined maturity in digital marketing, commerce, data, and AI. IAB Chile’s July 23, 2026 summary establishes the study’s scope and respondent count, but does not provide detailed prevalence rates or evidence that a particular capability causes better results. See IAB Chile’s study summary.
For planning, treat capability as a readiness check: identify who owns measurement, whether teams can access and interpret the necessary data, and whether campaign and commerce workflows can support the proposed activity. Do not infer a maturity ranking for a country or company from the public summary alone.
Quick Recap
A practical checklist for regional planning
- Label every number as a forecast, survey finding, or reported actual, and retain its date and geography.
- Build separate assumptions for each target country rather than applying a regional share to all markets.
- Use format-spend data to understand investment patterns, not to predict engagement or revenue.
- Compare options by channel role, audience and commerce context, measurement, data availability, and creative fit.
- Ask for definitions and comparability before accepting cross-platform attribution claims.
- Document what local evidence is missing and avoid filling gaps with regional averages or unsupported performance assumptions.
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