In 2025, digital marketing is undergoing major transformations, driven by technological innovations and new forms of content consumption. According to data released by Sebrae, based on research by Interactive Advertising Bureau (IAB) Brasil, investments in digital advertising in the country reached approximately R$32.4 billion. On the other hand, a study by Nielsen revealed that, on average, 34% of digital media investment is wasted in the Brazilian market due to non-visible, off-target, and fraudulent results, representing over R$5 billion lost annually.
Artificial intelligence and automation
Artificial intelligence and automation have begun to play a role in paid traffic strategies, bringing a more efficient way to manage campaigns. Tools like Google Ads and Meta Ads, for example, are becoming increasingly intelligent, allowing real-time adjustments. This helps brands reach their audience more effectively, making results more relevant.
Luís Gustavo Parrela, CEO of Dbout Mídia, emphasizes that ‘success in paid traffic lies in understanding how platforms are evolving and using data for more precise targeting.’ He also highlights that this technological advancement is not just about automation but about improving the user experience, making campaigns more effective.
The rise of social commerce
Social commerce has become one of the major bets, with platforms like Instagram, TikTok, and Facebook no longer just spaces for socializing but also for shopping without leaving the platform. In 2024, social commerce accounted for nearly 20% of online sales, and projections indicate tremendous growth, potentially reaching US$8.5 trillion by 2030, according to Vogue Business.
Parrela further states, ‘We are moving away from traditional campaigns toward something more immersive, where personalization and automation are key to engagement and generating good results.’ Consumer behavior is changing, and they now prefer a more direct and practical shopping experience on the social platforms they already use.
Changes in consumer behavior
Consumers have also become more demanding. They seek convenience, relevance, and a smoother brand experience. Advertising content must be well-targeted and deliver what customers truly want at the right time.
Parrela notes: ‘The future of digital marketing will be a combination of artificial intelligence, new consumer expectations, and more agile strategies that adapt in real time.’ In other words, companies must be ready to quickly respond to the needs and expectations of an ever-changing audience.
The CEO of Dbout Mídia emphasizes that the secret lies in the intelligent use of data and automation. ‘Many companies invest without identifying where they’re going wrong. With strategic adjustments, it’s possible to scale sales without inflating the budget,’ he states.
With digital competition growing fiercer, the challenge is not just to invest more but to invest wisely. Re-evaluating metrics, constantly testing, and adopting a strategic approach can make the difference between growth and waste in e-commerce.
The convergence between platforms and ads
Finally, we have the convergence of social platforms with native ads. Nowadays, consumers prefer to shop directly on social media without leaving the platform. Social networks have become true points of sale, and those who know how to use direct purchase tools and native ads well will have a significant competitive edge.
Parrela concludes: ‘Social platforms are becoming the new points of sale. Those who know how to leverage direct purchase tools will stay ahead.’
