{"id":171,"date":"2026-04-01T23:17:33","date_gmt":"2026-04-01T23:17:33","guid":{"rendered":"https:\/\/adone.com.co\/noticias-adone\/?p=171"},"modified":"2026-04-08T16:45:34","modified_gmt":"2026-04-08T16:45:34","slug":"la-pauta-digital-en-colombia-rompe-records-inversion-millonaria-y-nuevos-retos","status":"publish","type":"post","link":"https:\/\/adone.com.co\/noticias-adone\/2026\/04\/01\/la-pauta-digital-en-colombia-rompe-records-inversion-millonaria-y-nuevos-retos\/","title":{"rendered":"La pauta digital en Colombia rompe r\u00e9cords: inversi\u00f3n millonaria y nuevos retos"},"content":{"rendered":"\n<div class=\"wp-block-group secnoti\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group intermediodeblog\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group blogbloimg\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"907\" height=\"551\" src=\"https:\/\/adone.com.co\/noticias-adone\/wp-content\/uploads\/2026\/04\/pauta-digital-colombia.jpg\" alt=\"\" class=\"wp-image-173\" srcset=\"https:\/\/adone.com.co\/noticias-adone\/wp-content\/uploads\/2026\/04\/pauta-digital-colombia.jpg 907w, https:\/\/adone.com.co\/noticias-adone\/wp-content\/uploads\/2026\/04\/pauta-digital-colombia-300x182.jpg 300w, https:\/\/adone.com.co\/noticias-adone\/wp-content\/uploads\/2026\/04\/pauta-digital-colombia-768x467.jpg 768w\" sizes=\"auto, (max-width: 907px) 100vw, 907px\" \/><\/figure>\n\n\n<div class=\"fechanoticias wp-block-post-date\"><time datetime=\"2026-04-01T23:17:33+00:00\">abril 1, 2026<\/time><\/div><\/div><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">La pauta digital en Colombia rompe r\u00e9cords: inversi\u00f3n millonaria y nuevos retos<\/h1>\n\n\n\n<p>En 2025 la inversi\u00f3n en publicidad digital en Colombia super\u00f3 los&nbsp;<strong>$3,04 billones de pesos<\/strong>, creciendo un&nbsp;<strong>7,6%<\/strong>&nbsp;respecto a 2024. Esto equivale al&nbsp;<strong>59%<\/strong>&nbsp;del gasto publicitario total (mientras la inversi\u00f3n global cay\u00f3 3,4% nominal). Los formatos audiovisuales lideran: social media y video concentran las porciones m\u00e1s grandes del presupuesto digital. Sectores como retail, finanzas, telecomunicaciones y consumo masivo encabezan la pauta. Entre los impulsores figuran la alta conectividad (92% de la poblaci\u00f3n tiene internet m\u00f3vil), el crecimiento del e-commerce y las capacidades de medici\u00f3n de datos. Sin embargo, aparecen desaf\u00edos: fraude publicitario en l\u00ednea, preocupaciones de privacidad y saturaci\u00f3n de medios. De cara a 2026\u20132030, las proyecciones indican un predominio a\u00fan mayor de lo digital (~82% del gasto total para 2030); las recomendaciones pr\u00e1cticas para anunciantes incluyen estrategias omnicanal, inversi\u00f3n en video\/CTV y maximizar anal\u00edtica y targeting.<\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"evoluci\u00f3n-e-inversi\u00f3n-anual\">Evoluci\u00f3n e inversi\u00f3n anual<\/h2>\n\n\n\n<p>La publicidad digital crece aceleradamente. En 2015 la inversi\u00f3n fue de&nbsp;<strong>$376.110 millones<\/strong>, pasando a&nbsp;<strong>$1,080.535 millones<\/strong>&nbsp;en 2019. Los datos oficiales m\u00e1s recientes indican&nbsp;<strong>$3.040.000 millones<\/strong>&nbsp;en 2025. <\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th class=\"has-text-align-center\" data-align=\"center\">A\u00f1o<\/th><th class=\"has-text-align-center\" data-align=\"center\">Inversi\u00f3n digital (COP, millones)<\/th><\/tr><\/thead><tbody><tr><td class=\"has-text-align-center\" data-align=\"center\">2015<\/td><td class=\"has-text-align-center\" data-align=\"center\">376,110<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2016<\/td><td class=\"has-text-align-center\" data-align=\"center\">450,585<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2017<\/td><td class=\"has-text-align-center\" data-align=\"center\">600,330<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2018<\/td><td class=\"has-text-align-center\" data-align=\"center\">848,594<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2019<\/td><td class=\"has-text-align-center\" data-align=\"center\">1,080,535<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2020<\/td><td class=\"has-text-align-center\" data-align=\"center\">No especificado<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2021<\/td><td class=\"has-text-align-center\" data-align=\"center\">No especificado<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2022<\/td><td class=\"has-text-align-center\" data-align=\"center\">No especificado<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2023<\/td><td class=\"has-text-align-center\" data-align=\"center\">No especificado<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2024<\/td><td class=\"has-text-align-center\" data-align=\"center\">No especificado<\/td><\/tr><tr><td class=\"has-text-align-center\" data-align=\"center\">2025<\/td><td class=\"has-text-align-center\" data-align=\"center\">3,040,000<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>Fuente:<\/em>&nbsp;IAB Colombia y estimaciones<\/p>\n\n\n\n<p>Aunque faltan datos de 2020-2024, la tendencia muestra un alza fuerte (CAGR de dos d\u00edgitos) despu\u00e9s de 2015. Un gr\u00e1fico de l\u00edneas de 2015\u20132025 (con puntos oficiales y estimados) ilustrar\u00eda esta trayectoria en ascenso.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"formatos-y-plataformas\">Formatos y plataformas<\/h2>\n\n\n\n<p>Las categor\u00edas dominantes son&nbsp;<strong>display<\/strong>,&nbsp;<strong>video<\/strong>,&nbsp;<strong>social<\/strong>&nbsp;y&nbsp;<strong>search<\/strong>. Informes recientes del IAB confirman que en el 1T-2023 social media abarc\u00f3 ~30% del gasto y video digital ~25%. En 2T-2024 el video online tuvo el 29% y redes sociales 27%. El audio (podcasts\/streaming) gana atenci\u00f3n pero a\u00fan aporta poco comparado con display y video.<\/p>\n\n\n\n<p>Respecto a plataformas: Google (Search+YouTube), Meta (Facebook\/Instagram) y TikTok concentran la mayor parte del alcance digital, pero no hay cifras p\u00fablicas desglosadas de inversi\u00f3n por plataforma en Colombia. Tampoco se reportan datos completos de inversi\u00f3n program\u00e1tica.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.adone.com.co\/redes-sociales\/\">\u00bfInteresado en hacer pauta digital?<\/a><\/p>\n<\/div><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2025 la inversi\u00f3n en publicidad digital en Colombia super\u00f3 los\u00a0$3,04 billones de pesos, creciendo&#8230;<\/p>\n","protected":false},"author":1,"featured_media":173,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"pagelayer_contact_templates":[],"_pagelayer_content":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/posts\/171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/comments?post=171"}],"version-history":[{"count":6,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/posts\/171\/revisions"}],"predecessor-version":[{"id":198,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/posts\/171\/revisions\/198"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/media\/173"}],"wp:attachment":[{"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/media?parent=171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/categories?post=171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adone.com.co\/noticias-adone\/wp-json\/wp\/v2\/tags?post=171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}