Twice a year, our team in Latin America conducts a trends analysis of digital video advertising in Latin America.
In this report, all of the digital video advertising data is derived from campaigns in Latin America that were completed from January through June of 2018 in 18 countries. Given our considerable campaign volume and market penetration, we believe that our data is generally indicative of the digital video industry for the region. We hope you find this analysis useful!
Investment by Industry
From January through June, 2018, the highest digital video spending rate was exhibited in the Food & Beverage, Retail, and Entertainment industries.
Investment Desktop vs. Mobile
Between the first half of 2017 and the same period in 2018, mobile spending continued to increase with a greater than 20 percentage point differential.
View-Through Rate (VTR) by Country
The countries that demonstrated the highest VTR on desktop were Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua Panama, the Dominican Republic, Colombia and Peru. On mobile, we report the Dominican Republic and Honduras as having the highest VTR average.
View-Through Rate (VTR) by Industry
By industry, Travel & Leisure and Consumer Electronics yielded the highest VTR between January and June, 2018.
View-Through Rate (VTR) by Ad Format
Regarding ad formats, Social Pre-rolls exhibited the best completion rates for the first half of 2018.
Viewability Desktop vs. Mobile
The campaigns delivered on mobile devices (smartphones and tablets) resulted in higher viewability rates versus campaigns on desktop.
Viewability by Country
During this period of analysis, the highest viewability rates were achieved in Peru and Colombia.
Click-Through Rate (CTR) by Country
From January through June, 2018, the average CTR was 3.80%, with mobile ad campaigns contributing the highest CTR results.
Click-Through Rate (CTR) by Industry
In terms of Click-Through Rate, the Consumer Electronics and Government & Public Services industries exhibited the highest results during this period.
The Impaktu Ad format had a better Interaction Rate than the Social Pre-Roll format. This is attributed to the ability to integrate various points of interaction within the ad.