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Mobile ads in Mexico to increase 81% to $390m in 2015, predicts eMarketer

Mobile advertising in Mexico is expected to reach $390m in 2015, an 81 per cent increase from last year, according to eMarketer.

The upswing looks set to continue for the foreseeable future with ad spend tipped to increase more than four times by 2019 to reach $1.7bn,

Mobile will account for 30 per cent of all digital ad spending in Mexico this year, making up 7.3 per cent of total media spend across the country, according to the report.

By 2016, more than half (54 per cent) of all mobile phone users in the country will have smartphones.

Osbaldo Franco, research analyst for Mexico at eMarketer and author of the report, said: "Nuanced details about mobile consumers in Mexico are surfacing, allowing carriers, brands and marketers to better understand these users' needs. In response, mobile advertising is on the upswing."

In Latin America, mobile ad spend is expected to reach $1.35bn this year, or 20 per cent of total digital ad spending in the region.