The digital advertising market in Brazil continues to show strength. According to Digital AdSpend 2025, study conducted by IAB Brazil together with Kantar IBOPE Media, the investments in digital media amounted to 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 semester 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 e uniforme das aplicações em publicidade digital no Brasil
For the second consecutive year, the study considered investments in Retail Media as a separate category — advertising displayed inside physical stores, platforms and digital retail 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. Shortly afterwards, ads appear in search tools, with 28%, and the portals and vertical content, that remained with 19%.
The numbers show that the digital advertising market in Brazil is becoming increasingly mature. It is no longer just about chasing the latest trend — it is about making strategic choices, на основі даних, 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 customer journey, affirms Denise Porto Hruby, CEO of IAB Brazil
According to the research, the trade sector leads the overall ranking of digital advertising investments, concentrating almost 20% of the total. In the sequence, Customer Services (10,9%) e Electrónica e Informática (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 IT 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, que permite a análise dos anúncios independentemente do seu modelo de compra. That is: 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, é precisamente oferecer uma visão clara e confiável sobre onde e como os investimentos estão a ser feitos. The results of this year reinforce that digital is not just relevant — ele é plural e estratégico para marcas que querem acompanhar o comportamento do consumidor e impulsionar resultados, 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, cliquehere.
