OTT (Over-The-Top) is bought on CPM only, averaging $15.40. Meta Ads averages $0.61 CPC and $4.29 CPM. Analysis for Mexico in 2026.
Mexico is Latin America's second-largest digital ad market after Brazil, with CPMs running roughly 45% below US baselines. Meta and Google dominate, but Mexican consumers behave differently from US-Hispanic audiences in ways that catch cross-border advertisers out — never reuse US-Hispanic creative directly. WhatsApp is heavily used for commerce communication, similar to Brazil though slightly less universally. TikTok has grown rapidly and now competes seriously with Meta for under-30 attention. Cross-border ecommerce from the US is large and growing, particularly through Amazon Mexico and Mercado Libre. Federal data protection law (LFPDPPP) is less strict than LGPD or GDPR but is being reformed. Mexico City and Monterrey concentrate disproportionate premium audience value.
Connected TV and streaming platforms (Hulu, Roku, etc.)
Facebook and Instagram advertising - highly targetable social ads
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
OTT (Hulu, Peacock, Roku, Samsung TV+, etc.) is bought exclusively on CPM with 15- and 30-second video creative. Rates run $25–40 CPM — the highest of any digital channel — because inventory is finite premium video and the ROAS story is measured against linear TV, not against Facebook.
15s or 30s video, 1920×1080 (16:9), broadcast-quality mastering. No skippable formats. Most platforms require closed captions and mezzanine-file delivery through demand-side platforms.
OTT has a real budget floor: most DSPs require $5K–10K/month minimum, and to reach reliable frequency in a metro DMA you need $15K+/month per platform.
Meta (Facebook + Instagram) runs an auction across Feed, Stories, Reels, Marketplace, and Audience Network. You optimize for a conversion event; Meta's algorithm decides bid and placement. Effective CPM is $6–12, effective CPC $0.80–1.50 depending on optimization goal and vertical.
Feed: 1:1 (1080×1080), 4:5 portrait (1080×1350). Reels/Stories: 9:16 (1080×1920). Video 15–60s. Carousel supports 10 cards. Copy ~125 chars before the truncate. Creative fatigue is the #1 cost driver — refresh every 2–3 weeks.
The algorithm needs ~50 conversion events per week per ad set to exit learning phase. For a $30 CPA that's ~$1,500/week or $6K/month per campaign. Below that, performance is a lottery.