Uruguay's digital landscape in 2026 shows a steady increase in video marketing effectiveness, with an average thumbnail CTR of 4.8%. Mobile video consumption remains dominant, accounting for 72% of views, emphasizing the importance of mobile-optimized content. Engagement rates have also risen to 6.3%, reflecting more compelling and targeted video campaigns that resonate with local audiences.
The total digital video advertising expenditure has reached approximately $12 million USD, highlighting the growing investment in online marketing. Marketers are focusing on creating shorter videos, with an average view duration of 1 minute 45 seconds, to maximize user retention and conversion. The trend indicates a matured digital ad environment with increasing ROI for video campaigns.