Spending in digital media advertising in Colombia continues to rise, according to data published by IAB Colombia and PriceWaterCoopers.
In 2011, digital media spending in country reached 126.366 million Colombian pesos (equivalent to about $72 million).
Digital media ad spending trend in Colombia during the last five years (In millions of Colombian pesos):
This represents an increase of 33.46% compared with 2010 spending of 94.682 million Colombian pesos. Thus, although the 89% growth posted between 2009 and 2010 was not repeated, the trend is still one of growth.
Digital media ad spending in Colombia in 2010 and 2011, according to IAB Colombia-affiliated media outlets and agencies
To calculate digital media investment in Colombia during the January to September period in 2010 and 2011, IAB tallied the total revenues reported by the media for each period, plus investment in SEM reported by the same media, as well as revenues from search, social networking, e-mail marketing, mobile and video reported by the agencies, plus purchases reported by agencies in non IAB Colombia-affiliated media during the first half of 2010 and 2011.
Third quarter 2011
In the last quarter of 2011, according to data reported by agencies and IAB-affiliated media (28 media outlets and 21 agencies), digital media investment reached 38.122 million Colombian pesos, which represents an increase of 49.52% from the third quarter of 2010.
Distribution of advertising revenues by platform
According to figures provided by IAB and PWC, spending by platform between January and September of 2010 and 2011 was distributed as follows:
Although display advertising in digital media decreased, it still remains the largest platform with 72.27% of the pie (compared to 79.91% the previous year).
Search ads came in second at 15.31%, which represents an increase over the previous year, when it only reached 12.62%.
Ad spending on social networks also increased in comparison with 2010. In 2011, social network spending reached 8.71% during the period covered, up from 5.39% in 2010.
Mobile and video ad spending remained low, but increased significantly over the previous year, from 0.18% to 1.12% in 2011 for mobile, and from 0.63% to 1.12% for video in the same year.