Mexico hits the Tipping Point

Mexico City:Coming back to Mexico, I’m coming to a new country. The billboards from the airport are shouting out web addresses, WiFi internet access seems to be just about everywhere, and it’s not just the USA websites people are logging onto.

Read the full report on Mexican development   |  IAB Mexico  |  Digital Insight Reports  |  Digital Media Planning Academy in Mexico

Two and a half years ago, over a long working lunch in a quiet swanky restaurant in  exico City's Santa Fe district, seven of us talked about the idea of creating a digital marketing trade association. Here in Mexico, Google hadn’t yet opened up shop, MSN and Yahoo were the only web media of note, and the agencies were struggling with where online fits in the media mix.

Back then it seemed likely that across Central America the uptake of internet access at home would suddenly accelerate during the next couple of years, passing a tipping point in the way we’d seen in the US and Western Europe.

Right on track, the growth has been explosive and the ad dollars have followed the audiences. And that’s why, today, we’re fighting through the legendary traffic at 8am along with five hundred other marketers to pack into the Mexican IAB’s second major event. The focus is the latest in digital marketing and Consumer 2.0, and the conference programme would be as relevant in New York and London as it is here in Central America.

Over the next couple of days we’re looking at the Mexican market so look out for links to the conference presentations we’re involved in, the latest data about the online markets, and the buzz of what’s happening in Central America’s largest internet market.