2015 LATAM Future in Focus

The digital world has grown enormously in 2014 and there's been a transformation in the way that Latin Americans interact with technology and consume media. Perhaps more than at any other moment in history, the changes were not merely incremental but rather seem to represent key turning points in the evolution of various markets and behaviors. In 2014, we saw a migration to mobile devices, the prevailing trends in web usage and the evolution of digital advertising. In this presentation, we cover the current state of online advertising in Latin America and how Comscore is helping to drive the industry.

Here are some of the digital highlights of 2014 and what this means for 2015:

• Brazil has the biggest digital population in Latin America, followed by Mexico and Argentina.
• The engagement in desktop has decreased but the audience is still growing.
• All countries in the region are showing more engagement with online video across the main content categories.
• Display advertising in the region is driven mainly by static standard sized ads.

In this report, we analyze various categories of digital media to show how the landscape has evolved, who is leading the way, and what this represent for the development of the industry.

Feel free to share some insights from this presentation in social networks using the hashtag #FuturoDigital.