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19 February 2024

Digital Advertising in Uruguay: Market Overview 2024

As of early 2023, about 90% of the Uruguayan population is an active Internet user. In addition, the number of mobile connections exceeds the population by 71%.

These facts emphasize the importance of mobile devices in the daily lives of Uruguayans. Therefore, today we will look at the state of the digital market in Uruguay and explore the three main advertising strategies: digital, banner and in-app advertising.

If you are interested in a detailed analysis and assessment of the situation in other Latin American countries, feel free to read our materials.

Digital advertising in Uruguay

  • Digital advertising spending in Uruguay is projected to reach $211.8 million in 2024.

The amount of $211.8 million represents a significant digital advertising spend in Uruguay. In Uganda, the figure is only $76.0 million and in Estonia it is $122.6 million.

In a global context, the major digital ad spend will come from the US, where the advertising budget is expected to reach approximately $298 billion.

Digital advertising spending in Uruguay
  • It is projected that by 2028, 45% of all advertising spend will be on mobile devices.

In recent years, the digital market in Uruguay has been undergoing significant changes, particularly in the mobile segment. Since 2017, there has been a consistent annual growth in mobile traffic. For instance, between 2021 and 2022, there was a 14.3% increase.

ad spending mobile in Uruguay

With mobile traffic on the rise, mobile advertising budgets are becoming a priority. Advertisers around the world are rethinking their strategies with a greater focus on mobile advertising in Uruguay.

  • By 2028, 74% of the digital advertising market revenue will come from programmatic advertising.

Ten years ago, television advertising was at the peak of popularity among advertisers, but a lot has changed since then. Today, digital advertising has become the main tool for attracting and retaining the attention of the audience.

programmatic advertising in Uruguay

In Uruguay, the trend is similar. Comparing advertising expenditures from 2018 to 2024, one can observe that digital advertising is approaching the popularity of television. And there is a possibility that by 2028, it will surpass it.

By 2028, the popular method of ad procurement will be mobile programmatic. If you are unfamiliar with this term, explore our material.

And if you need to launch mobile advertising in popular Uruguayan apps, check out our case studies and contact us via email at 

Banner Advertising in Uruguay

  • Advertising expenditure in the banner advertising market is projected to reach US$56.6 million in 2024.

Latin America is experiencing rapid penetration of mobile devices, making it one of the fastest growing regions in the world.

In this context, Uruguay is no exception: advertising spending in the banner ad market in Uruguay is forecast to reach US$56.6 million in 2024.

ad spending per user Uruguay

The average advertising expenditure per internet user in the banner ad market in Uruguay is expected to be $17.3 in 2024. This represents a favorable rate. For comparison, the average cost per internet user in the banner ad market in Switzerland is $118.1.

  • In 2028, $36.7 of the total ad spend in the banner ad market will come from mobile advertising.

Separately, the mobile segment dominates the banner advertising market in Uruguay. Of all banner ads, the most popular are those viewed through mobile devices.

banner advertising in Uruguay

This is quite understandable, as users spend most of their day on the internet through mobile devices. For instance, the share of mobile traffic in Uruguay in 2023, according to DataReportal, was 55.69%, with a growth of 14.3%.

In-App Advertising in Uruguay

  • The advertising expenditure in Uruguay for in-app advertising is projected to reach $57.42 million US$.

The In-App Advertising segment is expected to grow at a steady CAGR of 8.11% from 2024 to 2028. This trend will increase the market size to approximately USD 78.5 million.

In-App Advertising in Uruguay

Today, mobile in-app advertising is becoming an increasingly effective tool for capturing audience attention. Users actively engage with various applications, where they are receptive to advertising messages, particularly in formats such as Rich Media or Video Interaction.

The most popular categories of applications in Uruguay include social, shopping, and gaming apps.

  • In 2024, the average ad spend per internet user in the In-App Advertising segment in Uruguay will be around $17.6.

This presents attractive opportunities for advertisers looking to tap into the growing South American mobile advertising market.

Uruguay advertising

If you’re interested in launching mobile advertising in Uruguay or promoting your brand in popular Uruguayan apps, please contact us at

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