The digital advertising market in Brazil continues to show strength. According to Digital AdSpend 2025, a study conducted by IAB Brasil together with Kantar IBOPE Media, investments in digital media totaled R$37.9 billion in 2024, an 8% growth compared to the previous year.
The research shows a more balanced distribution of investment throughout 2024. The difference between the amount invested in the first and second half of the year decreased for the 3rd consecutive year and is now the smallest recorded in the last 5 years of historical data. The numbers demonstrate a more consistent, mature, and uniform approach to digital advertising investments in Brazil.
For the second consecutive year, the study considered Retail Media investments—advertising displayed within physical stores, platforms, and digital retail environments—as a separate category. Estimates indicate Retail Media accounted for R$3.5 billion, a 41% increase compared to 2023.
Social Media continues to lead among the channels with the highest investment, receiving 53% of all financial contributions in the sector. Next are search engine ads (Search) with 28%, followed by content portals and verticals, which accounted for 19%.
“The numbers show that Brazil’s digital advertising market is becoming increasingly mature. It’s no longer just about chasing the latest trend—it’s about making strategic, data-driven choices that deliver real results. The growth we saw in 2024 proves this: brands are investing more consciously, understanding the role of each channel in the consumer journey,” says Denise Porto Hruby, CEO of IAB Brasil.
According to the study, the Commerce sector leads the overall ranking of digital advertising investments, accounting for nearly 20% of the total. Next are Consumer Services (10.9%) and Electronics & IT (6.7%). The trend is even clearer in digital channels: between January and December 2024, nine sectors allocated 50% or more of their investments to online media. Electronics & IT topped the list with 76% of budgets spent on digital, followed by Apparel (71%) and Education (62%).
The Digital AdSpend study is released annually by IAB Brasil and serves as a data source for brands, agencies, media outlets, and platforms to understand market trends and identify worthwhile investments. It also provides insights for those tracking trends, improving planning, and making more informed decisions.
The methodology involves collecting ads directly from Kantar IBOPE Media’s monitored channels, allowing for analysis regardless of the purchasing model. In other words, the method includes both direct-buy campaigns and those mediated by agencies.
“It’s rewarding to contribute data that helps the market understand the strength and evolution of digital media in Brazil. Our role, in partnership with IAB, is precisely to provide a clear and reliable view of where and how investments are being made. This year’s results reinforce that digital is not just relevant—it’s diverse and strategic for brands looking to align with consumer behavior and drive results,” says Adriana Favaro, Vice President of Business at Kantar IBOPE Media.
To access the full study by IAB Brasil in partnership with Kantar IBOPE Media, click here.
