拉丁美洲的程序化廣告：市場佔有率分析、產業趨勢與統計、成長預測（2025-2030）

Latin America Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)

出版日期: 2025年01月05日 | 出版商:

Mordor Intelligence | 英文 100 Pages | 商品交期: 2-3個工作天內

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簡介目錄

拉丁美洲程序化廣告市場預計在預測期內複合年成長率為8.34%。

主要亮點

程序化廣告是一種高度自動化的廣告形式，可以得到最佳利用。程序化廣告的優勢之一是使用者可以使用機器和產品買賣網路廣告庫存，這正在推動市場的成長。
消費者正在利用各種連網平台（包括聯網電視和智慧型手機）來獲取娛樂、新聞和主流內容以及網路。代理商和品牌正在採用直接廣告，因為消費者會對展示目的的品牌導向廣告做出反應。
此外，該全部區域智慧型手機普及率的提高也對該地區的程式化廣告成長做出了重大貢獻。我們也相信，開發程序化可以使事情變得更快、更簡單，將有助於服務供應商開發更簡化的方法來分析和共用知識。
COVID-19 的疫情對拉丁美洲程序化廣告市場產生了積極影響。為了應對該地區實施的全球封鎖，企業和組織正在轉向數位廣告方法。

拉丁美洲程序化廣告市場趨勢

由於資料使用的增加，數位媒體廣告成長

程序化廣告是即時競價，這意味著只要廣告庫存可用，多個廣告商就會在同一位置對廣告進行競標，我會使用機器對機器的廣告和媒體交易自動化。
串流媒體是一種獲得了拉丁美洲社區巨大支持的媒體。 SVOD（訂閱視訊點播）是最受歡迎的。據 Sherlock Communications 稱，從 2019 年到 2021 年，拉丁美洲 SVOD 觀眾成長了 40%。
隨著該地區電子商務的興起，品牌和企業正在採用零售數位媒體廣告作為行銷策略，以便在正確的時間向客戶傳達正確的訊息。
消費者和廣告商之間的每次互動都會產生大量資料。產生的資料包括客戶興趣、決策、接觸點、與參與時刻相關的活動、感知需求、關鍵人口統計和行為背景等。此類資料可作為建立客戶洞察和創建個人化行銷內容的強大平台。
廣告主、媒體代理商和媒體所有者可以利用可用資料和受眾來使資料與宣傳活動目標保持一致，使用受眾資料來激發創造力，並使用宣傳活動資料來最佳化宣傳活動活動並獲得洞察力以做出決策。

行動程序化廣告正在推動市場成長

行動程序化廣告是指購買、銷售和展示行動廣告的自動化過程。行動廣告包括行動橫幅廣告、行動影片廣告、行動原生廣告等。
行動程序化需要需求端平台 (DSP) 和供應端平台 (SSP) 之間的合作，以實現行動程式化廣告的自動化。行動程式化廣告定義了系統應針對受眾的特徵，例如目標受眾的地理位置、作業系統和智慧型手機類型。
行動程式化廣告提供精確的定位，使廣告主能夠即時接觸特定受眾，並使用特定指標和人口統計數據引導正確的受眾。
拉丁美洲是全球行動普及率成長最快的地區之一。根據 GSMA 的數據，到 2021年終，拉丁美洲的獨立行動用戶數量預計將達到約 4.5 億，並在 2025 年增加到 4.85 億。
智慧型手機普及率正在穩步提高，為該地區的程式化廣告奠定了堅實的基礎。在拉丁美洲，阿根廷、巴西、哥倫比亞和墨西哥等國家的行動影片使用量正在增加。在這些國家/地區，隨著人們透過行動影片尋找娛樂、資訊和靈感，負責人利用行動影片與受眾建立聯繫，行動裝置上的線上影片觀看量呈上升趨勢。

拉丁美洲程序化廣告產業概況

拉丁美洲程序化廣告市場的競爭較為溫和。該市場似乎適度集中，參與企業採取了合併、收購和服務創新等關鍵策略。市場主要企業包括InMobi、Smartyads、Jumpp、Biddmind等。近期趨勢如下。

2022年7月：全球廣告解決方案、媒體和科技公司Entravision宣布成為Meta在宏都拉斯和薩爾瓦多的授權分銷合作夥伴。此次在拉丁美洲的擴張將使該公司能夠為企業提供策略支援、創新知識和內容開發。
2022 年 7 月：人工智慧驅動的行動廣告平台 Globale Media 推出 GMX，這是一個雲端基礎的程式化自助服務平台。 GMX 列出了高級定位，例如性別、地理圍欄、年齡、宣傳活動安排和設備類型。該工具使廣告商能夠完全控制他們的策略，使他們能夠收益、創造引人入勝的體驗並與受眾建立聯繫。

其他好處

Excel 格式的市場預測 (ME) 表
3 個月分析師支持

Key Highlights

Programmatic Advertising is a highly automated form of advertising that makes the best use. One of the advantages of programmatic advertising is that it lets users buy and sell internet advertising stock by using a machine or a product, which propels the market growth.
Consumers have been utilizing various connected platforms such as connected TV, smartphones, and many more for entertainment, news, and mainstream content as well as the internet. Agencies and brands have been implementing direct advertising as consumers respond to ads that are for brands that show their purpose.
Further, the increase in the adoption of smartphones across the region is also a major contribution to the rise of programmatic advertisement across the region. Also, developments in programmatic that make things faster and less complicated will help empower service providers to develop a more streamlined approach to analyzing and sharing knowledge.
The Covid-19 pandemic had a positive effect on the Programmatic Advertising Market in Latin America as businesses and organizations are switching to digital advertising methods in the wake of the global lockdown imposed in the region.

Latin America Programmatic Advertising Market Trends

Growth of Digital Media Advertisement Due to Increased Use of Data

Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
Streaming is a medium that has gained the outright support of the community in Latin America. The SVOD (subscription video-on-demand) variant is the most popular kind. According to Sherlock Communications, the Latin American SVOD audience grew 40% between 2019 to 2021.
With the increase in e-commerce across the region, brands and companies are adopting retail digital media advertising as a marketing strategy to reach their customers with the right message at the right time.
With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.

Mobile Programmatic Advertisements to Drive the Market Growth

Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
Mobile Programmatic necessitates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences, such as geolocation, operational system, type of smartphone of your target audience, and many more.
Mobile Programmatic Advertising provides precise targeting, which allows advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
Latin America is one of the fastest growing regions in terms of mobile penetration in the world. According to the GSMA, the number of unique mobile subscribers in Latin America is expected to reach nearly 450 million by the end of 2021 and increase to 485 million by 2025.
The smartphone adoption rates are growing steadily, laying a firm basis for regional programmatic advertisement. Mobile video usage is rising in Latin America in countries such as Argentina, Brazil, Colombia, and Mexico. These countries have witnessed an increase in online video watching on mobile as people find entertainment, information, and inspiration through mobile video, and marketers leverage it to connect with the audience.

Latin America Programmatic Advertising Industry Overview

The Latin America Programmatic Advertising Market is moderately competitive. The market appears to be moderately concentrated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are InMobi, Smartyads, Jampp, Bidmind, etc. Some of the recent developments are:

July 2022: Entravision, a global advertising solutions, media, and technology company, announced that it had become the Authorized Sales Partner of Meta in Honduras and El Salvador. This expansion within Latin America will enable the company to provide companies with strategic support, creative expertise, and content development.
July 2022: Globale Media, the AI-driven mobile advertising platform, has launched GMX - a programmatic self-serve cloud-based platform. GMX will offer advanced targeting such as gender-based, geo-fencing, age-based, campaign scheduling, device type, and many more. This tool gives advertisers complete control over their strategy and thereby helps them to generate revenue, create engaging experiences and connect with the audience.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

1 INTRODUCTION

1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

4.1 Market Overview
4.2 Industry Stakeholder Analysis
4.3 Industry Attractiveness-Porter's Five Force Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers/Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitute Products
- 4.3.5 Intensity of Competitive Rivalry
4.4 Impact of COVID-19 on the Programmatic Advertising Market in Latin America

5 MARKET DYNAMICS

5.1 Market Drivers
- 5.1.1 Growth of Digital Media Advertisement
- 5.1.2 Better use of Data for Programmatic Advertising
5.2 Market Challenges
- 5.2.1 Lack of Skilled personel in Programmatic Advertisement

6 MARKET SEGMENTATION

6.1 By Trading Platform
- 6.1.1 Real Time Bidding (RTB)
- 6.1.2 Private Marketplace Guaranteed
- 6.1.3 Automated Guaranteed
- 6.1.4 Unreserved Fixed-rate
6.2 By Advertising Media
- 6.2.1 Digital Display
- 6.2.2 Mobile Display
6.3 By Enterprise size
- 6.3.1 SMB's
- 6.3.2 Large Enterprises

7 COMPETITIVE LANDSCAPE

7.1 Company Profiles
- 7.1.1 InMobi
- 7.1.2 Smartyads
- 7.1.3 Jampp
- 7.1.4 Bidmind
- 7.1.5 Google
- 7.1.6 Adsmovil
- 7.1.7 MediaMath
- 7.1.8 Integral Ad Science, Inc.
- 7.1.9 Amazon