According to exclusive data from the study “Marketing Compass,” conducted by Croma Consulting, 74% of agencies’ budgets will be allocated to digital media. Among the 26% allocated to other channels, open TV stands out with 13%, followed by OOH with 7%. Social networks (29%) and search engines (22%) lead as the main digital investment channels for 2025, reflecting the growing importance of performance and targeting.
Among the 74% of the budget allocated to digital marketing, 29% will be directed to social networks. Among advertisers with revenues up to R$300 million/year, this number rises to 35%. Search engines will receive 22% of the allocated budget. Among service companies, this percentage increases 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 expand investments in influencers (29%) and sponsorships, and retail media will gain more traction among service companies (20%).
“The insights revealed show a market increasingly driven by technology and performance. Artificial Intelligence will be one of the major drivers of innovation, with 75% of advertisers betting on it for automation and personalization. Retail Media solidifies itself 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,” explains Edmar Bulla, founder of Grupo Croma and creator of the study.
2025 is the year of Artificial Intelligence and marketing strategy precision
According to the research, despite optimism dropping from 53% in 2024 to 40% in 2025, companies maintain the intention to increase marketing investments (52%), indicating a year of strategic adjustments and results analysis.
Artificial Intelligence will gain even more space in marketing and communication strategies, rising from 64% in 2024 to 75% in 2025, expanding automation, personalization, and efficiency in campaigns.
151 interviews were conducted between December 12, 2024, and January 21, 2025, with nationwide coverage, including companies from various sectors representing services, industry, and retail, considering a 95% confidence level.
The quantitative research targets decision-makers or influencers who have autonomy over marketing and communication investments in advertising companies.
