How to advertise in LATAM?
Why + How LATAM Leads for Growth
LATAM is one of the most economically vibrant regions of the planet united, largely, by common languages and the world's most accessible trade flows. LATAM is a key to prove the viability of globally ascendent brands.This page covers core media buying and advertising insights, free LATAM advertising market analysis, FAQs, and introduction to our international advertising services for bringing advertisers to LATAM. Explore to learn more.
01
Our Practice
Criterion Global provides the infrastructure to bring your brand to new markets:
Multimedia, multichannel including Digital, Broadcast (TV + Radio), OOH, Print, Experiential + more.
Internationally credentialed.
Globally awarded.
Working with world-class brands since 2008.
Advertising in LATAM
Powering growth for ambitious global brands:
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Benefits of our LATAM Advertising Practice
LATAM Experts
Our track record of leading multinational marketers is invaluable to global marketing leadership. We're experienced with the issues faced by marketers new to LATAM; single-market agencies simply don't have this specific insight.
Expert Knowledge
In LATAM and beyond, we support advertising from digital to traditional, with experience in a variety of markets globally. With access to deals, and the insight to find value, we're expert in helping growing global advertisers manage, measurement, and monetize.
360° Strategy
Given the nuances of entry to the LATAM advertising market, strategy is everything. We're invested in helping clients sort the optimal approach to ad creative localisation, media planning and buying investment, and charting the path to profitability.
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LATAM Market + Advertising Insights
Position your brand for growth in the world's fastest-growth region: LATAM.
LATAM represents one of the most desirable markets on the planet for global growth. Its economies are expected to grow by some $700MM by the end of 2023. Globally, LATAM is in the top 20 among the world’s largest ad markets due to its large consumer base and growing economy - highlighted by robust manufacturing and tourism industries.LATAM is a large, appealing global expansion market and was the first global expansion market for US retailer Walmart, Swedish H&M, German brand Hugo Boss, and thousands more.
The LATAM Opportunity
LATAM is growing at a rate faster than any country in the world. In 2016, LATAM gross domestic product (GDP) was $1.8 trillion dollars, which accounted for roughly 11% of global GDP.Within LATAM, Brazil and Chile are among the richest countries in the world for mineral resources which have growing demand due to the global energy transition to renewable energy sources.One key to marketing in LATAM is isolating the core demographic targeted. 80% of LATAM consumers live in urban areas.
Regulations on Advertising in LATAM
Whilst business culture in LATAM is known to be laissez faire, advertising in LATAM is regulated by country-by-country codes and laws. These rules codify general principles regulating content and advertising in LATAM and legal standards for advertisers, particularly those in regulated industries.The law also controls the registration of communications professionals; the classification and circulation of media, regulation of advertising materials appearing in the LATAM market, and most importantly, prohibitions on false or misleading statements and commercial abuse.For advertisers first entering LATAM, it's crucial to validate claims, introductory offers, and related content to ensure media buying strategy conforms to regulation.
Ease of Doing Business in LATAM
In world rankings, LATAM maintained its top spot in the Latin America and Caribbean region. Key markets within LATAM score well for ease of trading across borders, though the country overall scores 72.4.Broadly speaking, it is the size and strength of the LATAM economy that has led many global brands to decide - after weighing the cost and benefits - that expansion to LATAM is wise, despite initial challenges of market entry.This "ease of entry" factor is improved by having a qualified, experienced partner. Criterion Global is a full-service media buying and advertising consultancy. We serve multinational companies, startups and growth-stage brands seeking to enter or expand their presence in the Brazilian market. Our services include but are not limited to market research, regulatory compliance, branding & advertising strategy, and growth hacking. We are a team of experienced professionals with a passion for helping our clients succeed in Brazil's dynamic and rapidly-growing economy.
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LATAM Media Services
Service: LATAM market consulting
LATAM Growth Advisory
We’ll help you navigate the complex LATAM landscape to set a clear path to profitability — both in terms of sales and brand perception.As the Mexican billionaire Carlos Slim Helu said, "All times are good times for those who know how to work and have the tools to do so."Through strategic insights on capital-efficient customer acquisition strategy, we help make bold moves - such as market expansion to LATAM - possible.
Service: Media Planning
LATAM Media Planning
We make sure your ads are seamlessly translated and integrated into LATAM's local markets – and we help you find the right media opportunities to reach and convert your target market.Working with your in-house leadership, together we'll chart the course for growing your brand's visibility and customer acquisition engine in LATAM. LATAM media planning includes detailed partner research to ensure positive outcomes for your investment.
Service: Media Buying in LATAM
LATAM Media Buying
The best brands can't create business outcomes if they don't get seen. Your high-impact LATAM market entry begins here. We work across traditional, digital and social media channels to deliver the widest possible reach for your brand and products.Our industry-leading analytics and insights equip you to easily optimize your strategy to reach the customers that matter most. We'll help you fine-tune your strategies and stay in front of the rest.
Say hello
Work with the leading international media agency for market entry in LATAM
"We've worked with Criterion Global as our paid media agency for nearly a decade. In this time, Criterion Global has kept our brand ahead of advancements in paid media as well as changes in global demand for travel (impacted by seasonality, currency fluctuations, and an increasingly competitive landscape). Marketing is a moving target, and Criterion Global has been key to our success in LATAM and beyond."- Darrick Eman, CMO of Grupo Brisas, México.
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Frequently Asked Questions
faq
LATAM Advertising FAQs
Q. How do I know what to budget for market launch in LATAM?
A. Our Budgeting BlueprintSM methodology helps isolate the range appropriate for your goals. Contact Us to learn more.
Q. Do you have minimums for ad buys in LATAM?
A. While we're flexible on budget, we do value long term relationships (our avg. client tenure is 5+ years) and client engagements. We suggest you Contact Us to discuss your needs in LATAM.
Q. Hi 👋 I'm an advertising + media buying expert: How can I work for Criterion Global?
A. We are always seeking the best and brightest experts on media buying globally. Please visit this page to learn about our Global Expert Network and opportunities to work for Criterion Global. We hope to hear from you!
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Contact
Reach out to us.
To learn more about our international media buying, and specifically LATAM advertising practice, please complete the form here. For fastest response, please include details regarding your specific needs.We look forward to working with you.
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