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IAB Colombia and PriceWaterhouseCoopers recently published a study showing that online advertising in Colombia continues to grow. A total of 126,366 million Colombian pesos were invested in digital marketing in 2011 (the equivalent of $72 million U.S. dollars). This figure also represents a growth of 33.46% in comparison to 2010, although growth from 2009 to 2010 was more dramatic, at 89%.
Colombia is home to media properties such as Colombia.com, El Colombiano, and Caracol TV, among others. The study used the reporting of figures from 28 media companies and 21 agencies, which included both investment in digital media and SEM. Looking at both 2011 and 2010, display continued to take the lion’s share of ad dollars, with 79% in 2011, followed by search, and then social media campaigns. Mobile and video continue to make up less than 3% of the pie.