Investment in digital advertising in Brazil grows 8% and reaches R$ 37.9 billion in 2024

The digital advertising market in Brazil continues to show strength. According to Digital AdSpend 2025, a study carried out by IAB Brasil together with Kantar IBOPE Media, investments in digital media will total R$ 37.9 billion in 2024, an increase of 8% over the previous year.

The survey shows that there was a more even distribution of investment throughout 2024. The difference between the amount invested in the first and second half of the year fell for the third consecutive year and is already the lowest recorded in the last five years of the historical series. The figures show a more permanent, mature and uniform distribution of digital advertising applications in Brazil.

For the second year running, the study considered investments in Retail Media - advertising displayed inside physical stores, platforms and digital retail environments - as a separate category. The estimate is that Retail Media would amount to R$ 3.5 billion, 41% more than in 2023.

Social Media continues to lead the way among the channels with the most investment, receiving 53% of all financial investment in the sector. This was followed by search ads, with 28%, and portals and content verticals, with 19%. 

"The figures show that the digital advertising market in Brazil is becoming more and more mature. It's no longer just about chasing the latest fad - it's about making strategic choices, based on data, that really deliver results. The growth we saw in 2024 shows 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 survey, the Commerce sector leads the overall ranking of advertising investments in digital, concentrating almost 20% of the total. Consumer Services (10.9%) and Electronics and IT (6.7%) follow. 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 money spent on digital, followed by Apparel (71%) and Education (62%).

The Digital AdSpend study is launched every year by IAB Brasil and is a source of data for brands, agencies, vehicles and platforms to understand where the market is going 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 by collecting the ads directly from the media and channels covered by Kantar IBOPE Media, which allows the ads to be analyzed regardless of their purchase model. In other words, the method includes both direct-buy campaigns and those intermediated by agencies.

"It's gratifying to contribute data that helps the market understand the strength and evolution of digital media in Brazil. Our role, in partnership with the IAB, is precisely to offer 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 is plural and strategic for brands that want to follow 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. here.