24 October 2025

Colombia’s Advertising Market: Trends for 2025 According to Data Reportal

According to a DataReportal, in 2025 Colombia’s advertising market will continue its strong digital expansion, driven by mobile and social media growth.

In this article, we’ll explore the key marketing trends shaping Colombia in 2025. Also we’ll show how in-app advertising and programmatic buying are redefining the way brands connect with audiences.

Mobile Connectivity as the Core of Colombia’s Digital Life

By 2025, 41.1 million Colombians will be online, accounting for 77.3% of the country’s population. Mobile devices remain the primary gateway to the web, with 96.6% of users accessing the internet via mobile networks.

This underscores the central role of mobile connectivity in Colombians’ everyday digital experience.

Mobile Takes the Lead in Colombia’s Digital Habits

In 2025, Colombians spend an average of 8 hours and 44 minutes online every day, reflecting the country’s deep integration of digital media into daily routines.

Smartphones dominate this activity, accounting for 54.8% of total screen time — about 4 hours and 47 minutes per day — while desktop usage stands at 3 hours and 57 minutes.

This strong mobile engagement is reshaping Colombia’s advertising market, pushing brands and agencies to prioritize mobile-first strategies.

Most users go online to search for information (74%), learn how to do things (69.3%), stay connected with friends and family (64.6%), and keep up with the latest news and events (61.8%).

96.6% of users in Colombia access the internet via mobile phones, while 72.2% also use a desktop or laptop.

This confirms the country’s strong mobile-first behavior, where smartphones serve as the primary device for browsing, communication, and media consumption. But computers remain important for work and study activities.

It’s an important insight for Colombia’s advertising market.

Colombia’s advertising market: Total vs Digital

Colombia’s advertising market continues to expand steadily. In 2025, total ad spend across online and offline channels reached $2.21 billion, marking a 5.6% year-over-year growth (+$118 million).

This upward trend highlights the country’s ongoing shift toward digital-first strategies and the growing importance of mobile and programmatic advertising in driving brand communication.

By 2025, digital ad spend in Colombia has hit $1.08 billion, marking an 11% increase. This now represents 49% of the country’s total advertising expenditure.

Top Mobile Apps and Games by Consumer Spend in Colombia

The top apps in Colombia reflect a mix of entertainment, social interaction, and personal development:

TikTok
YouTube
Disney+
CapCut
Max: Stream HBO, TV & Movies
Tinder
Duolingo: Learn Languages

The top games cater to a wide range of players, from those seeking action and strategy to those looking for simple, relaxing entertainment:

Call of Duty: Mobile
Roblox
Brawl Stars
Free Fire
Candy Crush Saga
Coin Master
Royal Match
EA Sports FC™ Mobile 24 Soccer

At BYYD, advertising is deployed across a wide range of mobile apps, tailored to the specific needs of each industry and client.

This adaptability enables more accurate targeting and enhanced engagement, ensuring that the ads reach the most relevant audience.

To learn more details – read the article.

Consumer Behavior in Colombia: The Role of Digital Advertising and Mobile Engagement

Colombia’s average digital advertising spend per internet user has reached $26.31, reflecting consistent investments in digital marketing channels.

Before making purchases, users are proactive in researching online:

56.3% look up brand information,
57.5% use social media to explore products or services,
58.4% visit company websites for more details.

Furthermore, 16.3% interact with brand mobile apps, emphasizing the growing importance of a mobile-first marketing strategy.

Programmatic Advertising in Colombia

Programmatic advertising in South America reached $70.22 billion in 2025 and is expected to grow to $116.12 billion by 2030. This significant growth highlights the increasing importance of programmatic advertising as a key tool for brands across the region.

In 2025, programmatic advertising spend in Colombia hit $910 million, marking a strong 12.5% year-over-year growth.

Programmatic now accounts for 84.2% of the total digital ad market, highlighting its rising importance and effectiveness for brands.

As its market share expands, programmatic advertising provides brands with a more efficient and streamlined approach to targeting their audiences.

The Role of In-App Advertising in Colombia

In-app ad spend in Colombia stands at $412 million, reflecting a 13.3% growth.

Mobile advertising dominates digital ad spending in Colombia, representing 38.1% of the market. This trend aligns with the global shift, where mobile has become the primary channel for engaging users.

Popular E-commerce Categories in Colombia

In 2025, the most popular e-commerce categories in Colombia reflect strong consumer interest in electronics, fashion, and furniture, with electronics leading the charge at an estimated annual spend of $2.95 billion. Other key categories include fashion with $1.90 billion, furniture and food, both at $584 million, and DIY & hardware at $486 million.

These categories demonstrate a wide variety of consumer needs, from lifestyle and technology to personal care.

With such a diverse range of e-commerce sectors, mobile advertising emerges as a crucial tool for reaching these consumers.

Whether it’s promoting the latest fashion trends, electronics, or home furnishings, in-app and mobile-optimized ads can effectively target specific audience segments in real-time.

At BYYD, we have 10 years of experience in mobile advertising. We place ads across a wide range of app categories, from games to utilities, and help brands achieve results.

Learn more about our capabilities in the presentation

Colombia’s Advertising Market: 5 Key Takeaways

Mobile Dominates Internet Access and Daily Usage

By 2025, 96.6% of Colombians will access the internet via mobile devices, with smartphones accounting for the majority of daily internet usage. This highlights the central role of mobile connectivity in Colombia’s digital life, driving brands to adopt mobile-first strategies for effective engagement.

Proactive Consumer Behavior

Before making purchases, Colombian users actively search for information online:

Programmatic Advertising on the Rise

Programmatic advertising in Colombia is seeing strong growth. This shift highlights the growing efficiency and targeting accuracy that programmatic offers, making it an essential tool for brands to engage their audience more effectively.

In-App Advertising Leads the Charge

In-app advertising is driving much of Colombia’s digital ad spend, reaching $412 million in 2025. As mobile usage increases, in-app ads provide brands with an effective and interactive way to engage users, making this format crucial for targeted and highly engaging campaigns.

E-commerce Growth and Mobile Advertising’s Role

E-commerce in Colombia continues to thrive, with key categories like electronics, fashion, and furniture seeing significant consumer spending. As these categories expand, mobile advertising becomes an indispensable tool for reaching consumers in real-time, with in-app and mobile-optimized ads playing a critical role in promoting products across various sectors.

BYYD has the resources to run a successful advertising campaign, taking into account the specific features of Colombia’s advertising market.

Check out our case studies and send us an email – let’s launch your next campaign together.