This article summarizes historical findings from an IAB Mexico study on digital advertising investment and development. The figures describe the 2014–2015 market and should be read as a snapshot of that period, not as current benchmarks.
Digital investment was gaining share
The study documented continued growth in internet advertising as brands expanded beyond traditional media. Mobile formats were becoming increasingly important alongside the rapid adoption of smartphones and changes in media consumption.
Growth required stronger capabilities
Increasing investment also created demand for better measurement, specialized talent, common definitions and closer coordination between advertisers, agencies, publishers and technology providers.
How to use historical research
Older studies help explain how the market developed, but their percentages and channel mix should not guide a current plan without newer evidence. Compare methodology, definitions and sample design before drawing conclusions across years.
The durable lesson is that advertising investment follows customer behavior, but sustainable growth depends on trustworthy measurement and professional standards as much as new formats.
