Uruguay's digital marketing landscape in 2026 shows a significant focus on video advertising, with a high ad completion rate of 78%. The rise of mobile device usage has driven brands to optimize their video content for smartphones, capturing 65% of consumption. The total digital ad spend has grown to approximately $230 million, reflecting increased investment in engaging video formats to reach the digitally active population.
Social media platforms remain the primary channel for video advertising, accounting for 72% of digital ad budgets. Advertisers are leveraging shorter, impactful videos to maximize engagement, with average view durations nearing 1 minute 45 seconds. This trend underscores Uruguay's shift toward more sophisticated and targeted digital advertising strategies, emphasizing mobile and social media integration.