According to a report put out in May 2012 by the Interactive Advertising Bureau México (IAB México), the online ad spend in Mexico rose 36% last year to reach MXN4.6 billion ($370 million). The IAB México study found that online ad spending from companies in the automotive industry in Mexico expanded 101% in 2011. Other industries with remarkable raises in online ad investments were media and entertainment (172%), public services and government (105%), and financial services (84%). According to the same report, display stayed the most popular format in 2011 (at 60% of entire advertising spend), despite a marginal reduction in market share when compared with the previous year. Search was up four percentage points at 28%, at the expense of classifieds, which dropped from 15% in 2010 to 12% in 2011. The survey also found that 66% of ads in 2011 were bought through agencies, up from 61% in 2010.
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