Argentina online ad spend up 117% in 2011


Online marketing is soaring in Argentina, with $ 1,147m was spent on advertising in Internet during 2011, representing a growth of 117% compared to 2010 ($528m). The data, from the Interactive Advertising Bureau of Argentina (IAB), indicates that the Internet was the fastest growing medium, ahead of newspapers with a growth of 37.4%, and magazines with a rise of 34.1%.

Moreover, the Internet was ranked in 2011 as the third communication system in the mix of advertising media in Argentina, with a share of 7%, behind broadcast TV, which had a share of 37.7%, and newspapers, which recorded a 34.4% share.

"The factors for the investment in online advertising has had a growth of 117 percent, are mainly related to behavior change in media consumption that has been evidenced in the last two years, and with increasing budgets advertising targeted by advertisers to the Internet, within the overall media mix, "said Alexander Fishman, president of the Interactive Advertising Bureau Argentina (IAB).

The $ 1,147m ad spend on Internet advertising in 2011 included digital media advertising, advertising directories, search engines and classified ad sites online.

The figure relieved by the IAB Argentina does not provide for investment in production and digital creativity, which the institution will provide during the course of the first half of 2012.


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