The digital boom
In 2020, the investment that Mexican companies allocated to digital media exceeded 37,000 million dollars. This figure is expected to be almost 80,000 million by 2025. According to the executive, there are three pillars that have boosted the growth of investment in this medium in recent months: social media, ecommerce and video.
Social media grew 124% in 2020, as platforms such as Facebook, YouTube and Instagram became protagonists in the middle of the pandemic. In addition, new ones like TikTok arrived that quickly rose in the preference of users.
E-commerce increased 81%. “Having spent so much time locked up led people to consume in a different way, for example through the Internet, this gave a lot to electronic commerce platforms that, at that time, became a favorable situation,” said Posada.
Finally, there is the streaming video that grew 13%. According to the executive, in 2020 there was more content available than in other years, so it is not surprising that in Mexico there are nine million active daily users on over the top (OTT) platforms. “Brands must assume their role in creating content,” he warned.
“The market is changing, investments are recovering, but the media mix is very different, that is what companies have to do (…) Mexico is a market that still needs to grow, they have a great capacity to do so , at least in the region there is a lot of potential to transform ”, concludes the CEO of the GroupM media agency.