The digital advertising market in Brazil continues to show strength. According to the Digital AdSpend 2025, study conducted by IAB Brazil together with Kantar IBOPE Media, digital media investments totaled R$ 37,9 billion in 2024, an 8% growth compared to the previous year
The research shows that there was a more balanced distribution of investment throughout 2024. The difference between the amount invested in the first and second semesters decreased for the 3rd consecutive year and is already the lowest recorded in the last 5 years of the historical series. The numbers show a more enduring effort, Maduro and uniformity of digital advertising applications in Brazil
For the second consecutive year, the study considered investments in Retail Media as a separate category — advertising displayed inside physical stores, digital retail platforms and environments. The estimate is that Retail Media would amount to R$ 3,5 billion, value 41% higher than in 2023
Social media continues to lead among the channels with the most investment, receiving 53% of all financial contributions in the sector. Soon after, ads appear in search tools, with 28%, and the portals and content verticals, that ended up with 19%.
The numbers show that the digital advertising market in Brazil is becoming increasingly mature. It's no longer just about chasing the latest trend — it's about making strategic choices, based on data, and that truly deliver results. The growth we had in 2024 shows this: brands are investing more consciously, understanding the role of each channel in the consumer journey, says Denise Porto Hruby, CEO of IAB Brazil
According to the research, the commerce sector leads the overall ranking of advertising investments in digital, concentrating almost 20% of the total. In sequence, Customer Services (10,9%) and Electronics and Informatics (6,7%). In digital channels, the trend is even clearer: between January and December 2024, nine sectors allocated 50% or more of their investments to online media. Electronics and Computing are at the top, with 76% of the budget allocated to digital, followed by Clothing (71%) and Education (62%)
The Digital AdSpend study is released annually by IAB Brazil and is a data source for brands, agencies, vehicles and platforms understanding where the market is heading and where it is worth investing. It also serves as a basis for those who need to follow trends, plan better and make safer decisions
The methodology starts with collecting advertisements directly from the media and channels covered by Kantar IBOPE Media, what allows the analysis of ads regardless of their purchasing model. In other words: the method includes both direct purchase campaigns and those mediated by agencies
It is rewarding to contribute data that helps the market understand the strength and evolution of digital media in Brazil. Our role, in partnership with the IAB, it is precisely to offer a clear and reliable view of where and how investments are being made. This year's results reinforce that digital is not just relevant — he is plural and strategic for brands that want to monitor consumer behavior and drive results, affirms Adriana Favaro, Vice President of Business at Kantar IBOPE Media
To access the full study by IAB Brazil in partnership with Kantar IBOPE Media, clickhere.
