From Click to Reputation: Digital Ads Build Trust and Boost Emerging Brands

Digital advertising in Brazil continues to expand, especially mobile formats, which increasingly win the trust of consumers. According to the Digital AdSpend 2025 survey (IAB Brazil and Kantar Ibope Media), investment in online media grew 8% in 2024, moving R$ 37.9 billion, up 60% compared to 2020. Nine sectors already allocate more than half of its media budget to digital channels, driving the strength of transformation in the market.

Trust follows this growth: one-third of global consumers trust mobile ads, a rate that has grown by 61% since 2007, while 60% trust messages on their own websites, 50% on opt-in emails and 36% in ads on online videos and social networks.In addition, 61% pay more attention to ads on trusted sites and 56% prefer advertising related to the content they are consuming, reinforcing the importance of relevance and context.

For Beatriz Ambrosio, CEO and founder of Mention, the first PR startup in Latin America, “, the maturing of mobile marketing opens opportunities for startups to gain visibility quickly.INCreasing trust in mobile ads allows you to accelerate the reach of emerging brands, but you need to go beyond visibility, integrating your own, paid and spontaneous media strategies to turn attention into credibility and concrete results”, he says.

In practice, startups that want to seize the moment should invest in relevant content, cultivate relationships with journalists and adapt their ads to mobile devices.“The future of mobile marketing involves context-based personalization and behavior, supported by artificial intelligence. The essential thing is to stand out in a relevant way, building reputation and consistent results”, he concludes Beatriz.