According to exclusive data from the study "Marketing Compass", carried out by Croma Consulting, it shows that 74% of agencies' budgets will be allocated to digital media. Among the 26% allocated to other means, open TV stands out with 13%, followed by OOH with 7% . Social Media (29%) and search engines (22%) lead as the main digital investment channels of 2025, reflecting the growing importance of performance and segmentation
Among the 74% of the budget allocated to digital marketing, 29% will be allocated to social media. Entre os anunciantes que faturam até R$300 milhões/ano, this number rises to 35%. Search engines will receive 22% of the allocated budget. Among the service companies, this percentage rises to 28%.
Regarding resource allocation, there is a balance between different strategies: promotions (23%), influencers (22%), sponsorships (21%) and retail media (16%). While retail will intensify promotional actions (31%), the industry will increase investments in influencers (29%) and sponsorships, and retail media will gain more space among service companies (20%)
The revealed insights show a market increasingly driven by technology and performance. Artificial Intelligence will be one of the great drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media is consolidating as a strategic force, transforming the relationship between brands and consumers within e-commerce ecosystems. At the same time, OOH maintains its relevance as a hybrid medium, combining physical presence and digital intelligence to impact audiences more precisely, explain Edmar Bulla, founder of Grupo Croma and creator of the study
2025 is the year of Artificial Intelligence and the precision of marketing strategy
Still according to the research, despite the drop in optimism from 53% in 2024 to 40% in 2025, companies intend to increase investments in marketing (52%), indicating a year of strategic adjustments and results analysis.
Artificial Intelligence will gain even more space in marketing and communication strategies, increasing from 64% in 2024 to 75% in 2025, expanding automation, customization and efficiency in campaigns.
A total of 151 interviews were conducted between December 12, 2024, and January 21, 2025, national scope, with companies from various segments representative of the service sectors, industry and retail, considering the confidence level of 95%.
Quantitative research is applied to decision-makers or influencers who have autonomy regarding the marketing and communication investments of advertising companies
