Brazil establishes itself as a driver of advertising in Latin America.

Brazil is solidifying its position as a driver of advertising growth in Latin America. Media investment is expected to increase from US$1,015.98 billion in 2024 to US$1,022.18 billion by 2028, a cumulative jump of nearly 40%, according to global forecasts. DentsuLast year, the country had already distinguished itself with an expansion of 12.3%, the largest in the Americas. The result represents nearly double the projected rate for the United States (6.7%) and reinforces the strategic role of the Brazilian market on the international stage.

Growth isn't accidental. It reflects a combination of factors: the scale of the Brazilian consumer market, the rapid digitization of retail, and the maturity of social media and video platforms in the national market. Furthermore, strong local competition and a culture of engagement on social networks and streaming platforms accelerate the adoption of new formats, which explains why Brazil is growing faster than its Latin American neighbors.

Growth is the result of ongoing digitalization. Many brands in Brazil are rapidly migrating from offline to online, with considerable room for expansion. Unlike the US, which already has a mature digital market, we're experiencing a cycle of catch-up "accelerated, meaning a race to reduce the distance to more advanced markets," says Bruno Almeida, CEO of us mediaLeading media solutions hub in the Americas.

The formats leading this growth

Also as per DentsuIn 2025, digital advertising is projected to grow by 7.91%3T, generating US$1,478.7 billion in revenue and accounting for 68.41%3T of all global media investment. This growth will be driven by retail media, (+13.91 TP3T) and video (+9.21 TP3T). Streaming is reinforcing this dynamic—ads on platforms like Netflix are gaining ground with rising subscriptions, while connected TV (CTV) is expected to see a 10.91 TP3T increase. 

Retail media and video are leading the way, but the Brazilian difference lies in the integration of formats. Social media remains essential, while audio, gaming, and digital DOOH are gaining traction. Growth is sustained because brands are diversifying and testing multiple channels in a complementary fashion," explains the executive. 

What still needs to happen for Brazil to emerge?Even with a promising outlook, the country still faces significant challenges in reaching the maturity of economies like the United States. These include integrated measurement of less linear work schedules, privacy regulations, limitations in technological infrastructure, and fragmented channels.

According to the advertising specialist company, the solution lies in intelligent media orchestration, unified metrics, and strategic use of data to deliver efficiency and consistency to campaigns. "The future of advertising will be about orchestration. It's no longer about choosing a channel, but about combining social, video, retail, audio, gaming, CTV, and others within the same framework of performance and experience," concludes Almeida.